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Google Caffeine and Its Impact on SEO   no comments

Posted at Apr 27, 2010 @ 1:47pm TurnKey Marketing

As the latest round of Google’s algorithm changes take the Internet by storm, SEO marketers around the world are wondering what effect these changes will have on search results. Google’s primary metric, PageRank, named after its inventor, Larry Page, is extremely complex. The Wikipedia entry for PageRank demonstrates the lengths to which many great minds have gone to try and reverse-engineer the algorithm to figure it out:  But, each new algorithm tweak Google reveals new hints about how it all works.

The latest update is called Caffeine and includes several new layers of complexity for the algorithm. It is rumored that caffeine will be taking into account website age and loading time. This will benefit those sites that are more established and faster, and will hurt newer and slower sites. Evidently, Google aims to reinforce good quality, reliable content, optimized for speed and built over time. This is consistent with Google’s mission of improving the overall search experience.

According to Wikipedia and Mashable, there are two key changes to consider:

1) Caffeine includes a massive speed increase. Search results will now be returned twice as fast as before.

2) Search results will be “blended,” including information culled from a wide variety of sources—press releases, images, video, news—along with traditional results.

While, as a marketer Google’s constant changes might drive me crazy, as a searcher, I appreciate the egalitarian nature of much of what they do. If marketers had the inside scoop, there would, undoubtedly, be millions of dollars invested by those who could afford it to manipulate search results to their own ends. This would be great for those businesses but, in the long run, it would ruin the user experience. When I run a search, I’m not looking for results paid for by wealthy companies, I’m looking results that best match my search terms. As our collective information bank, our massive online reference library, Google has a responsibility to the information above all else. As much as the business people among us might wish for it, as soon as money starts getting in the way of our free access to information, we no longer live in a free society.

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