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You're an idiot - you asked!
Hey! Its Google. Useless random nonsense that changes constantly. Google is so fucking paranoid that nothing that you do will ever be "right". You might fluke out now and then, but don't worry about it. Don't worry about what other people are doing. Just build your own brand, raise it up the flagpole, and see who salutes.
The last thing I worry about is Google. They're doing just fine. They don't need me, and I've set things up so that I don't actually need them anymore. The monthly traffic spikes and dips are exciting, but I don't even pay attention anymore. Fuck Google.
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