This week on SEO Chat, we'll be taking a close look at the "Florida Update." In this second article, Justin delves into the why of why Florida happened, as well as looking at some of the new changes, from a compare/contrast stand point. "Something has happened to Google! The ambiguously nicknamed 'Update Florida' has been realized. Is the latest step in the Google Dance good or evil? How does it affect you and me? How do we learn to work with the new filter?"
Introduction
This article is about Florida. No, you should not expect to be packing the family into the car for a road trip after reading this. You will hear no mention of beaches, alligators, or paying a lot of money to see men dressed up in Mickey Mouse costumes. This Florida became known to the world on November 16th, 2003 as a new filter applied to search results in Google. For some, this new filter brought promise of a much easier and more productive quest for information. It heralded a new age of searching, one where no innocent searcher would find themselves a victim of some unscrupulous web spammer. We would be able to find what we want, when we want it.
However, as positive as this all sounds, Florida has become synonymous with "the end of the world" for many small business owners. As a result, Google, the world’s favorite (and most popular) search engine, is now shrouded with rumors and conspiracy. Is the suspicion and disappointment warranted? Has the power corrupted the minds behind the giant?
Let us examine cause that effected this latest update, the filter itself (what’s known about it anyhow), the supposedly unexpected side-effects, the ensuing suspicions, and perhaps most importantly, how we can learn to work with, not around this filter.
Google Optimization 
