Google has embedded more than its search engine, YouTube and other musts into our lives. The company has also managed to create enormous fears among marketing professionals, business owners and SEO specialists alike.
Google owns the game and they change the rules whenever they deem necessary. So strategic efforts, marketing budgets of all of the machinations companies go through to work their way to the top are often rendered ineffective within a 24-hour period.
So yes, there is a great fear caused by Google's algorithm updates - the fear of being or becoming invisible on the information highway we so desperately need for business.
It's no wonder new opportunities for buying Facebook likes, high page-rank backlink packages and Facebook fans are becoming so popular. However, Facebook has warned that if we go that route, instead of organically building our company's reputations, we could be banned.
We are facing threats from Google in every direction and it seems like a monopoly and highly unfair business practices all under the guise of wanting to build a better quality experience for the user.
Is anyone having a better quality experience? Used to be we could search a company name and its website url would come up. Now that is not guaranteed. The company's url could end up on page three of the Google search if other companies are doing a better job of getting high quality backlinks and fans.
Internet advertising is elusive. Yes, it is measurable and can be changed more quickly than traditional advertising methods.
However, traditional media is also easy to track. It is more costly than our current state-of-the art Internet techniques and can be more of a shot-gun approach - but no one can change the game rules so drastically that marketing dollars are in jeopardy.
Although buying advertising spots on cable is still very tricky, as many networks do not have their audience statistics audited. Major networks command the big budgets because viewer numbers and ratings are audited - even though often based on small samples.
It's any marketing professional's guess where this is heading.