Whether you agree or not, Google is the lord and master of the Web. With its dominant market share among the search engines, Google can give you massive amounts of traffic — for free. Unless your website has a strong brand presence with loads of direct and referral traffic or you have more than a million fans on Facebook, chances are that you will be relying a whole lot on Google to get traffic for your website.
However, it is important to remember this cardinal rule: Google can give – and take away – any traffic it gives you. As one poster wrote recently on a webmaster’s forum:
“My websites (5 of them) were hit on Dec. 20. No error notification in Google Webmaster Tools, no any kind of warnings. Everything was just fine over the whole year, and now: PUFF! And the secret reason is known only to Google”