Possibly inspired by Bing (that’s the new name for MSN Search), Google is fighting back with some big ‘ol changes of it’s own.

This time, it’s a major change to the fundamental search technology and algorithms governing Google’s core product, it’s organic search engine.

Word on the screen is that there is a trend shift towards more real time results (considered the future of search thirst).

Other “forward steps” include faster result delivery and a more comprehensive database.

It’s worth having a play with the new system to see how your site is ranking for your favourite keyphrases.

Those wholesale seo changes you were going to make out of desperation may not seem so essential. Of course, those sat in their ivory ranking towers may see the ground approaching quickly.

Have a play around for yourself here: http://www2.sandbox.google.com/