Google is not the enemy!

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On the various fora that discuss search engines, there are regularly some posts by some rather misguided webmasters who view Google as the enemy in their battle to get higher rankings in the search results.

Let me make this as clear as possible, Google is only your enemy if you make them your enemy!

In fact, I would go so far as to say that Google should be one of a webmaster's best friends. They send you traffic for free, and they will continue to do so in varying amounts for as long as you play by their rules. Remember, Google does not owe you any of that traffic or any given ranking.

The thing is, that Google and the other search engines actually need to have good content to put at the top of the SERPs. They want you to let them know what is on your page. They don't say "Hey, look at this informative page, let's nuke it".

Those that view Google as an enemy will have more of a tendancy to try and trick their way to top rankings, and this will often work for a time. After all, they don't owe Google any sort of loyalty, so why not do whatever they want to get those higher rankings. But boy do they cry foul when they draw a penalty.

On the other hand, if you treat Google as a friend, or at least a business partner, you will concentrate on giving Google pages that any Googler would be happy to see at the top of the results. You would also take advantage of all the legitimate means to inform Google about the content of your page.