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This article explores the changes brought by the transition from “search engine 2.0” to “search engine 3.0” and the impact of entities on modern SEO. It explains the concept of a “notional machine” and how it can be applied to SEO, and how the most successful SEOs are those who have developed the most accurate and reliable notional machines. It also discusses the research conducted by Anderson Ericsson on expertise and how it relates to SEO, and how entity SEO has altered several major components within Google’s search engine.