The easy way to render Google algorithm changes irrelevant

Tampabay.com profiles the local agencies that are worried about Google's latest changes to its algorithm, which caught JC Penney, among others, gaming the Google search system:

"It's stirred up a lot of fear among optimizers that Google is coming after them, while our industry's black hat optimizers are freaking out they'll be put out of business," said Dave Barry, co-founder of Web Tools & Technology in Largo, who has taught about 5,000 people this arcane trade. "It's about time."

Actually, businesses really don't have to fret about Google at all. There's an alternate strategy. Offer an amazing and unique product or service, offer value and honesty when connecting with people online, and let raving fans carry the mail for you in their networks. But that's harder in the short run. Especially when the next quick-fix, black-hat SEO agency is just down the street.