The Blunt Truth about How Google Works ANSWER: Google doesn't feel like it owes websites free traffic. You have to earn that right. As well, how people find answers is evolving. So is searching. It has to - in order to meet the new ways shoppers use the web. All the time. Every day, search algorithms work to better match site visitors to solutions and filter out spammers. Their client is the user. Not you or me. What works today may not work tomorrow - it may even hurt you. Google has millions of websites it can serve up; follow its guidelines closely if you want to earn its trust. Formerly, Google seemed slow to penalize a site for a webmaster’s mistakes. Today often it isn’t just about withholding benefits, a site-wide manual penalty could actually reduce your rankings or even make your business disappear from SERPs. It is your job, our job, to meet customers where they are, on whatever channel they like, or in whichever buying stage they may be. It is no longer about just creating content; it must be of the best value to deserve their click. And then, marketing it with equal diligently across multiple channels is necessary in order to cement client relationships and nurture prospects to leads.