Search Engine Optimisation Web Log (BLOG)
Editor: Matt Paines

| This News Blog is dedicated to bringing news, information and innovations targeting the Search Engine Optimisation industry.

SEO and Caffeine

The need for speed is increasingly common in all walks of life, but never more so than on the internet, and in the battle for search engine supremacy in particular.

The world's most popular search engine, Google, is preparing to make radical changes with the introduction of Caffeine - its new internal search architecture - that it says will deliver faster, more accurate and more comprehensive results.

For search engine optimisation professionals, the launch of Caffeine after the Christmas holiday will be significant in a number of ways.

Although it isn't expected to change current search positions particularly - and the essential algorithm that Google uses to determine which sites are relevant for particular terms won't change much in the near term - Google needs to get faster so that it can keep up with the deluge of new information and links.

As a result new pages will show up in the index sooner, but not necessarily well-ranked. Although the increased speed of indexation is good, a bigger index means marketers have to work harder to keep themselves visible to searchers.

The speed of Caffeine also enables Google to become more aggressive about filtering duplicate content while it is more likely to pick up on content frequency. As a result this pushes the need for brands to be more active in order to remain visible, activities such as blogging and social media driving new and original content publicising press releases, opinion pieces and industry news.

It is expected that static websites that change once a quarter (or less) are set to be left behind as the internet is now about dynamic, content-driven information experiences.

Frequent, thoughtful, value-added content provide brand-building opportunities that were unheard of not so long ago.

Finally, social media will also become increasingly important thanks to Caffeine, which has been built to index this kind of dynamic content development and information sharing. Anyone who isn't adapting to the ever-changing environment will lose market share to those that do... you have been warned!

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