Ranked the most popular search engine in the world with nearly 92% market share, Google is widely known as the arbiter of online visibility. Therefore, it's no surprise that the behemoth prioritizes algorithmic updates that, purportedly, safeguard their users and ensure optimal experiences. While these updates are designed to protect the end user, they can also cause collateral damage for the brands that rely on Google to reach consumers in the first place, most recently with Parasite SEO, or, Google Reputation Update.