Break out your light cardigans, because this September episode of 30|30 features a veritable cornucopia of information on that certain special chill that only Google can strike in the hearts of SEOs. Pat cannonballs into the mountain of dead leaves that is Google’s autumnal information dump: no-click searches, questions around Google’s Disavow tool, XML sitemaps, manual penalties, and a throwdown worthy of the beginning of football season in America: Basecamp v. Google.