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Eli Schwartz is an SEO expert and consultant with more than a decade of experience working for leading B2B and B2C companies.
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Every time there is a rumor of a Google algorithm update, a general panic ripples through the SEO community. There is a collective holding of breath while the numbers are analyzed and then a sigh of relief (hopefully) when they survive the algorithm update unscathed.
After the update is released, and especially if it is confirmed by Google, a slew of articles and pundit analyses attempt to dissect what Google changed and how to win in the new paradigm.
I believe all this angst is entirely misplaced.
The Google algorithm is made out to be some sort of mystical secret recipe cooked up in a lab designed to simultaneously rob and reward sites at the whims of a magical, all-knowing wizard. In this outdated schema, the goal of every SEO and webmaster is to dupe this wizard and come out on the winning side of every update.
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