There was a time when good old static pages could be counted on to have high rankings on search engines if their content was relevant to the site name or a least there was a certain branding which was recognized by those searching for content related to such a site. It was fairly straightforward. Then something called an algorithm changed all the dynamics of page rank. The algorithm existed in the past, but the then iteration was formulated for a web which was growing, but not like the web of today. So those creators of such algorithms analyzed the trends they saw in their "domain" and decided that dynamic content was to have a much higher relevance to an exploding web. So that meant that static pages were losing their dominance in the ranking wars. Content is king, but now the flavor of the content is socialized. Back links need to be built from content seen by the algorithm as reflecting the more dynamic and also volatile nature of social interaction which of itself shapes the markets and minds of searchers newly come to the burgeoning digital wonderland of the Internet.