There has been a plethora of Google algorithm updates in the past 2 months, most notably “Penguin 2.0,” but it does not stop there. Google continues to release Panda updates, as posted on Search Engine Land, Matt Cutts stated they release Panda update every month but it takes 10 days to roll out. So 1/3rd of every month is a scary Google update. This is not so much new. Keep your site very clean, and by Google’s Panda and Penguin guidelines, and you are “most likely” safe from algorithm changes.
But what is shown to be, is that sites can have the worst sites, not following any Panda or Penguin guidelines, and as long as they are Paying Google with PPC, they are listed at the top of the search engines. No need to worry, just pay Google, and you won’t ever have to do SEO and rank at the top of the page every time. Google basically pimps them for money, and all rules only apply to people or companies trying to rank organically, naturally, in other words, not paying Google.
This is exactly what Google wants, I mean, think about it. They do not make any money as a business by having you rank organically, they only profit through advertising; with PPC. So how do they fix that? Make it an on-going process and hard for a normal small business to rank, forcing them to use Adwords. A normal person in any field other than marketing, and even more specifically, internet marketing, has no clue on how to get their site to rank without having to pay Google. And even those that do Internet Marketing, they go through constant battles to keep their sites ranking and generate profit. And what happens when the small business loses, when a new update comes out and knocks their site down? Their revenue and profits plummet and some go out of business because of Google alone. The small businesses cannot keep up with the big corporation budgets on PPC. This also relates to people making a living (or supplemental income) off of Adsense. One day you may make $150/day, the next you make $10, and are screwed.
Remember: Google is not in your best interest. They are a business which means they need to make money to survive. Remember this, and you may not get hit by so many surprises!