Countdown To Google Page One and Search Engine Optimization Company Nightmares

In August, Google announced the upcomingroll out of the Google Caffeine infrastructure. Google was quick topoint out that they would not launch the new infrastructure until afterthe Christmas holiday shopping season -- giving many online retailstores confidence for the upcoming Christmas shopping season. In the August announcement, Google described Caffeine this way: "For the last several months, a large team of Googlers has been workingon a secret project: a next-generation architecture for Google's websearch. It's the first step in a process that will let us push theenvelope on size, indexing speed, accuracy, comprehensiveness and otherdimensions. The new infrastructure sits "under the hood" of Google'ssearch engine, which means that most users won't notice a difference insearch results. But web developers and power searchers might notice afew differences..." After Thanksgiving, Google said that they had taken Caffeine out of its"sandbox" phase, and that it launched Caffeine on only one of its DataCenters. Search Engine Land was able to confirm that Google hadlaunched Caffeine on the IP address 209.85.225.103, and it was runningon this IP address for at least half of its searches. However, the fullroll out of Caffeine continues to remain in holding pattern, untilafter the Christmas season. Analyzing Google's Search Engine Result Pages... Several online publishers and SEO companiesjumped into testing the Google Caffeine search results in August, whenthe original announcement was made public. The results of testing were somewhat mixed... Everyone pretty much agreed that the Caffeine infrastructure wasfaster than the original Google infrastructure, except for results thatincluded Advanced Search queries, such as when you are usingsubtraction signs, quotes in query, etc. Mashable suggested that GoogleCaffeine actually doubled the speed of a Google search. Google Caffeine tends to show a larger data set for the number of search results for a particular search. The weighting of Video and Universal Search is scaled back in Caffeine. A slight value increase to exact match domain names. Google seems to be putting a little bit more emphasis on the age of a website. An increased weight for domain authority and tag pages on authority websites. A substantial increase in weight for social media websites.Currently FriendFeed seems to carry more weight than Twitter orFaceBook. Google Caffeine has shown a tendency to put more weight on keyword phrases or keyword strings, as opposed to singular keywords. Another major change, which is a reflection of how Google dealswith breaking news stories, is that Google is willing to show the titleand a description of a page, before it even caches the page in itsindex. An interesting change in the Google Search Engine Results that I notedwhile doing the research for this article is that about half-way downthe page, Google has added a real-time element to news items... What they have done is to load a self-updating Iframe to the searchresults that shows updated news items on a topic as they becomeavailable. The image results are located just under this real-time newsblock. You can see it now, by doing a quick Google search for BarackObama. Also of interest about this real-time news window is that it isactually capturing some of its results from Twitter and other socialmedia websites. What This Means To Webmasters and SEO Providers... If you have been relying upon video to push you to the top of Google'ssearch results, this is no longer a sure-fire method of achieving topsearch placement quickly. If you thought that Twitter and other social media websites wereworthless to you in Google, then you might start taking a second look. If you are not getting listings or mentions on authority websites, then you may be missing out on some SEO opportunities. If you have a keyword-heavy domain name, then your investment may start to help you more going forward. If you have focused on single keywords and bypassed keyword strings foroptimization, you may begin paying heavily for that decision goingforward. Domain age will become more important after Caffeine is fully rolledout, so it is in our best interests to seek links from older websitesand to put more emphasis on older sites in our domain portfolios. Old Google vs New Google Comparisons Some SEO Providers have noted major changes between the two searchengines, although in my own experience, the placement for my targetkeywords has not suffered, but I have not made major gains either. In the Old Google, I could put a search result on page one of Google inas little as 15 minutes. I hope that remains unchanged moving forwardinto the future. Of course my stuff isn't news, so I will be holding mybreath that I can put a web page on page one of Google in only a fewminutes -- going forward. The main difference we are going to see going forward is the emphasison keyword strings as opposed to keywords in the new Google Caffeineroll-out. If you have been targeting single keywords for your website or thewebsite's of your clients, be prepared to scramble to overcome yourlosses in Google's search rankings... But if you have been targetingthose long-tail keywords for any length of time, then you will probablybe dancing on the ceiling once Google Caffeine is live across all ofits data centers. In Conclusion... We have seen a lot of testimony that Google will not change its appearance that much after the Google Caffeine roll-out... But we have seen enough testimony to expect that some people will becrying rivers of tears, while others will be dancing the jig, after theGoogle Caffeine launch... The only thing we can know for sure at this point, is that we reallywon't know the impact of Caffeine until after the roll-out as 2010 getsunderway. About The Author: TreyPennewell is a writer who has written about SEO and online business fora number of years. He encourages you to learn about thenew SEO Guide titled, "Karma SEO and the Great Search Engine Ranking Dance" and purchase your own copy of this exceptional Do-It-Yourself SEO Manual at: http://www.LinksAndTraffic.com/

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