As we see the year fade away behind us, we can look back and be sure about a few things. It did not rain enough, business is getting more competitive and the margins shrinking for many and that Google is setting the bar higher and higher.
Google has an incredibly complex algorithm that crawls the web and tells it's a search engine where to place our business. One site that has made a comical approach to this is MOZcast. As you can see it's a forever fluctuating beast that slays unbelievers in its wake. The peaks you see there represent websites that have fallen from grace and needs to work hard to regain ground.