To continue on in this thought about Google's advice to webmasters. The consensus seems to be that Google would prefer that sites NOT seo, but instead present them unvarnished, so-to-speak. But what does an update like this do? It just drives webmasters to SEO companies. How else is one to keep up with such irratic swings in the algo. Certainly amatures like me have no chance at all. As an amature I have played by the rules and that has benefitted me. But now Google changes the rules - what am I supposed to do - hire an SEO?