Let's get this uncomfortable truth out of the way up front: Google's actions, manifested through a variety of methodologies to rank (and sometimes ban) listings and content, have regularly irritated, angered, and alienated some webmasters, website owners, and advertisers.

The outcry is more vociferous if you can give an initiative, a cute name, and get the mainstream press to catch wind of the story (like the infamous "Florida" update to the organic rankings algorithm). Perhaps this is why Google has become more expert in timing its enforcement episodes and in trying to make them less episodic. Without a sad name like "Cold November Rain," or "Seasonal Affective Re-Ordering Strategy," maybe the latest Google AdWords website quality guideline updates will go largely unnoticed.

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