Google Caffeine will change the web forever … or until things change again.
You really don’t need to hear the marketing speak about why or how Google have introduced this change in the way their index is now calculated, but it is very important you understand the impact. I have said previously here that despite using Twitter, blogs, Facebook and LinkedIn I really couldn’t see the benefit – now I can, or rather now there is one.
Back when the Google boys started playing with their new search toy, pages that changed regularly or rather sites that were new and fresh had a real advantage in the rankings, the bots visited more often and fresh relevant content floated to the top; then things changed. In the past 6 or 7 years it has been imprudent to change a page that ranked highly and fresh content didn’t seem to be “worth a damn” – now it is!
This new mechanism is the tail wagging the dog in my opinion but none the less Google has climbed aboard the social media express. They say the new faster recalculation of rankings will not impact SERPs [search engine results pages].
How can they not when clearly faster content churn brings higher results when it the past it hasn’t?
How can they not when the speed of change in the results has increased dramatically so changes ARE picked up quickly?
The answer is SERPS are VERY different in a caffeinated world!
When you use relevant social media or change your page content regularly you can expect to see your ranking change dramatically and quickly. In the past we have seen rankings unchanged weeks after a change, now SERPS are updated within hours. The amount of storage and computer power required to achieve this is mind boggling. I can only imagine cars and real people will become extinct in the US simply because Google data centres will leave no room for highways and no electricity for houses. But I digress 馃檪
The bottom line is you can now make changes to your website on a Saturday and see the results by the next Tuesday or Wednesday.
Be aware there are at least two and possibly three variations on the new Google algorithm so if you don’t like the result, press refresh and often they will change.
And, where you are geographically also impacts the results; our research suggests Google now knows which telephone exchange and router you are connected to and where that is – spooky!
Let’s talk about Google local search and small business entries on their maps another time …. in the mean time sign up now!
Currently we are recommending the following to our clients:
Essential:
- Blog
- News
- Page comments & feedback
A good idea:
- Short videos [hosted on YouTube & your site]
- Dynamic FAQ pages
- Page ratings feature
Optional:
- Facebook page
- Public Help Forums
- Executives on Linked In
When we look at the big picture it is important to understand the emotional aspects of the new Google strategies;
Google dislikes pure SEO companies because they force it to spend money tidying up loop holes in their processes and algorithm SEOs are paid to explooit. Google does like anything that creates more traffic on the web because that means more searches and more money from AdWords.
In my opinion this is all a money grab that will negatively effect the return on investment for many of our clients however we have no choice but to to change our processes or lose our market position. Why?
The major impact of this change may seem to be to speed up the Internet’s development and usefulness by rewarding new content HOWEVER the cynical part of me believes these changes mean business will have to spend a lot more on managing and maintaining their websites; Google Caffeine requires money be be spent faster or hard earned positions and advantages will be lost.
Google will make more money, the social network platforms will finally have a business model that works and the asset value of the Internet will increase dramatically. If the First Law of Thermodynamics holds true on the Internet then buy shares in Google and Apple, their increase in value should theoretically offset the extra expenditure on your websites content, development and marketing!
Maybe I am an optimist after all?
Have an awesome Thursday and many thanks to Andrew Connery from Your Online Community, Peter Laburn from Millk Studios and Kath Sim from AsureQuality for their assistance with out research.
I am off for a skim flat white. Should it be decaffenated this time 馃槈
Ciao,
John <:-:~
