Back when the Boston marathon suspects were running from the police, my buddy Kenny Hyder tweeted what seemed like the most poetic tweet in the SEO industry of 2013. Then Kenny's tweet struck a cord with me, and now it seems all to relevant.
Not long ago we found out that Google is now driving all traffic to the HTTPS version of their site, thus driving "not provided" to 100%. Now it looks like a so called "bug" is taking query data out of Google Webmaster Tools as well. Google claims it will have this bug fixed in a few days. But the supposed bug underscores a hard truth: Google can take away everything SEOs use, if they want to.
When Google launched Panda and Penguin, many of us quitely agreed that it would make the web a better place, and force our clients to do better marketing. Because the truth is, both of those updates were geared towards cleaning out, and stopping black hat techniques. But now with the removal of keyword data, it seems as if Google is targeting white hat tactics as well just to sell more ads.
So with that its safe to say that: black hat is dead, white hat is on the run.