Google’s Caffeine Jolt

Recently, Google formally announced the completion of updates to their search indexation system. The update, called Caffeine, provides 50% fresher results for web searches than the previous system and is the largest collection of content ever offered, according to Google.

“Our old index had several layers, some of which were refreshed at a faster rate than others; the main layer would update every couple of weeks. To refresh a layer of the old index, we would analyze the entire web, which meant there was a significant delay between when we found a page and made it available to you.

With Caffeine, we analyze the web in small portions and update our search index on a continuous basis, globally. As we find new pages, or new information on existing pages, we can add these straight to the index. That means you can find fresher information than ever before—no matter when or where it was published.”

– Carrie Grimes, Software Engineer, Google

The visual of Caffeine apptly displays the premise of the new system and gives solid insight into the broadening of content types Google continues to index and serve for users.

The impact on searchers and marketers

The salient point of the update is the meaning of the term “fresher“.  Google, in fact all of the major search engines, have been amending their search indexation systems to incorporate content from more dynamic sources such as social media channels. And, I suspect amending ranking algorithms to incorporate signals given by those same dynamic channels.

For searchers this means a richer, more timely experience when searching for content – more delivery of richer media, such as images and video in the search engine results pages, as well as social media citations. For site owners and search marketers, Caffeine may mean more frequent and disparate rankings for your content – all things being equal, and greater competition from marketers utilising a great volume of content channels.

So, if you thought search marketing was a somewhat uncertain ride before, hang on. Increasingly, search marketers and site owners need to view themselves as ongoing content marketers. Producing relevant content regularly and across multiple online channels.

Getting your jolt of Caffeine

  • Google have hinted for some time that site load times are an increasing part of their ranking algorithm – optimise your site for speed.
  • Incorporate layers of content across multiple media channels. Your customers have varied preferences for ingesting content, target those preferences.
  • Revise your keyword strategies often and continue to look for opportunities to expand the volume of keywords driving relevant traffic to your site.
  • Capitalise on searchers using more specific search terms (long tail). As users continue to become more sophisticated in their use of search technology they learn how to become adept at finding information more relevant to their needs by using higher levels of specificity.
  • Invest in a more integrated approach to social media and content marketing.

Like search optimisation these are not events, nor bolt-on tactics, each requires an integrated and strategic approach over the life our your marketing. My view is that you put your marketing programmes, and business, at risk if you don’t.

The mission has always been the same – provide relevant content in channels utilised by your markets….and do it often enough to build ongoing trust that you are indeed a source of valuable insights.