In the past months there's been a seismic shift in how Google is perceived by the media, government and public in the UK. From being pretty much universally loved and admired as a bastion of corporate goodness Google now finds itself mocked for its "Don't Be Evil" slogan and accused of either condoning or facilitating a range of despicable deeds...
In 2013, my own kids just have to be able to scroll back far enough on my Facebook Timeline to see exactly the last time I got horrendously drunk and allowed someone to tag a picture of me (or was too pie-eyed to stop them), or to see me mouthing off about something, dropping the F-bomb all over the place.
Google may not be ethically unblemished, but to condemn the search giant, one must also condemn 90% of big business. Which is fine. Feel free to do that. I myself am not so keen on corporate hegemony, but why single out Google, when it's one of very few companies committed to more than just maximising profit.
SEO can harm as well as heal, as it were. I am aware I can ruin a business as well as add millions on to the bottom line. I take the responsibility given to me by a client seriously but I know not all do. I'd like to see standards not as exclusionary but as simply something everyone must achieve to call themselves an SEO.
Brands that adopt mobile first can take advantage of mobile search by building location data into their search results. Google search on mobile already provides results based on the users location for certain key words - such as food, coffee, petrol station - but only if the user has first agreed for Google to use their location.
Since its inception, the key to the algorithm which powers the world's most powerful search engine has always been links. The number, quality and type of links that point to a website impact where it ranks for certain search terms and ever since the inception of the search engine itself, it has been an attribute which has been manipulated by search experts the world over.