It’s time to talk about the beautiful and marvelous treachery that is Google.

It is a powerful tool in the lives of most of the world and, thus, can be a pivotal element for brands and products vying for visibility.

The core tool used by Google to lure marketers is its amazing search algorithm feeding the world with all of the great stuff available online. Marketers concern themselves with SEO practices to make sure Google sees their wares.

Then, when the algorithm or lack of specificity on their site gets in the way, Google allows for paid search to kick in and show even more chances to woo the buying public. It’s relatively inexpensive and helps sooth a population that is never satisfied with their own web site or content.

Google is Both Friend and Foe