What should you do when Google makes changes that directly impact your business, such as increasing cost per conversion (CPC) when sales aren’t necessarily increasing by the same amount? Or, when Google launches a new product that directly competes with yours and offers it for free (Amazon does this too, by the way). What if you see changes in your organic traffic graph one day simply because Google moved in on your SERPs and began to monetize them for itself? The beauty of online marketing is that the many channels all work very well. One downside of this is that people tend to pick just one and focus on that for a time without taking a more longterm approach to revenue and business. Organic search may be your cheapest acquisition method today, but currently it looks very much like that it won’t always be. Get the full story at Distilled