With the increasing impetus and volume of web publishers building more and more websites, constantly adding to the existing tens of millions of web pages available online today, the search engines are beggining to place more importance on the value of the links that each website contains, both inwards and outwards. Where once a top ten listing was more achievable and certainly accountable for the majority of traffic, it has been recently been reported that as much as half of a typical sites' traffic is sourced from external complimentary web sites sites that add value to the browser's experience. This means that if trends continue, search engines will utlimately have to dramatically reform the way they "think". This also means that publishers will have to dramatically alter the way they increase traffic & popularity. Does this spell an end to traditional SEO for higher page rankings and better search result visability?