Sunny with a Chance of Search Results

Ever hear of unnatural linking? It's the latest big bad to slither from the vagina of Google. As with any Google born concept it too is shrouded in mystery and the subject of much speculation. SEO sites everywhere have already covered the concept ad nauseum. As far as the specifics of the phenomenon, I don't think I have anything to say that hasn't already been articulated. I call it a phenomenon not for the poetics of it, but because that's what it truly is.

I would liken Google to the weather. For anyone relying on being high in their results that is exactly what it behaves like. Sometimes there is rain and storms. Sometimes it's sunny and warm. There are sudden tornadoes that wipe out whole companies. There are flash floods that drown others in an ocean of customers. Just like the weather Google is whacky and unpredictable and utterly impossible to control.

When dealing with the weather one can only do so much. If it rains we can open our umbrella. If traffic is gloomy we can try to wait it out. If it's sunny we must take advantage of the good fortune and try to amass more nuts for the foul weather that always lies in wait. Under normal circumstances the weather and Google are not that difficult to deal with. It's merely a matter of preparedness and patience.

Sometimes the weather is extreme. In those cases we're pretty much at its mercy. Unfortunately, the weather doesn't often tend toward the merciful.

But what can we do? We can't control the weather. We have no choice, but to endure it, no matter how harsh it is.