Sites Become Dependent on Google

There's an interesting article in the NY Times that should interest people concerned with search engine optomization. The article reports on some retailers' experiences with Google making or breaking their traffic.

    Google "can be your best friend or your worst enemy," said Dario Ferreira, the owner and operator of Connecticut-Weddings.com.

    ...

    Sometimes a site's ranking plunges drastically or disappears from Google altogether. Often this means that Google detected some evidence that the site's owner was using deceptive tactics, like building a network of linked sites to create the illusion of popularity and thereby receive a higher ranking.

    But site owners say Google can sometimes be overzealous in its fight against manipulation, and some say they live in fear that a small mistake or a technical glitch will get them booted from the search results and wipe out their income.