Good read for SEO's -
Google was granted a patent in August of 2012 that may have a significant effect on a critical component of SEO research and tracking. It is officially called the “Ranking documents” patent (read a great summary of the Ranking document patent by my friend Bill Slawski). Some in the SEO community have been referring to it as “Transition Rank” and also the “Rank Modifying Spammers Patent.” Many think they have seen evidence of it already at work. After on-site or off-site changes are made for a site, this system toys around with someone’s ranking to see if there is reaction by attempting to make corrective changes. If so, the site may be designated as spam. In an illustrative scenario in the patent, they suggest such a document could lose ranking for 20 days before beginning a 70-day climb to the NEW-Rank. So one could make a good change that should result in increased ranking, but this system would demote that ranking first before gradually putting a page in its rightful, new, better ranking position.
Google lied about the "Do No Evil" motto, or it simply was never intended as a business slogan.