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Honestly, optimizing sites for search is just wrong. It's happening now, because search is not perfect and developers have to work around its imperfectness. But in the ideal future, web masters must design websites for users, not for search engines, in the first and only place. That's what's happening now and it's good sign.

Of course Google competitors must work hard. I don't see why that's a bad thing. It's not like Bing or Yandex are going to disappear in the foreseeable future.