Google Caffeine will now force companies to blog.
We’ve been talking a lot about the Google Maday update as well as Google Caffeine, the new algorithm. Though this would seem like talking over and over about the same thing, we must take into consideration the huge impact that this new algorithm has on the whole web, search engine optimisation and users ecosystem. The web is an ever changing entity and the “addons” that influential web companies publish always have an effect on the way users will be interacting with websites. This is what Google did by launching Google Caffeine.
Fresh content, the new El Dorado.
Let us jump back to what Google told web professionals on Google Caffeine some two weeks ago. The core elements to take into consideration are:
[Google] Caffeine provides 50 percent fresher results for web searches than our last index. [...] Searchers want to find the latest relevant content and publishers expect to be found the instant they publish.
This means that the way the Google index worked before, though not completely removed, is currently pushed aside to favour a new way of indexing. This new way of indexing takes information as it is published, analyses it and sends it directly into the first (freshest) results that the search engine will be delivering to its users. The impact is that fresh information will always have a lead, be it small, on the old system of having capitalising on age for a page indexed on a given theme.
Impact on companies.
This crosses one of my everlasting belief that companies need to produce more fresh content to keep up with the pace at which the whole system is running. A company can have a website and be communicating on it but if the new deal is that the company regularly publishing content on its own field gets the topmost ranks in search engine results pages then the cards are being redistributed.
This also means that everything like tests and sandboxes are being shattered to pieces (though Google Caffeine must have a sort of filter on that). A younger company with a younger website publishing fresher and to the point content will now be able to compete with the old mammoths. Result: increased competition directed by the Big G. Could anyone have thought that Google Caffeine would have had that much influence on business communication models?
Blogs are not crutches but tools.
Right oh! The solution, as anybody would have imagined is to implement professional business blogs on company websites. Blogs have the flexibility of being readily editable and can produce a lot of tools to improve indexation, social media interaction and drive leads. These are the new tools for indexation and traffic and community managers will be the new guardians of web traffic and notoriety.
It will now become a standard if one wants to stay in the race as Google Caffeinee is implementing it. New search habits are bound to crop up and new SEO techniques will show their face. What business need to understand now is that blogs might be the best way to catch up with the others. As things go, many companies will be launching up blogs with a lot of content copied and pasted from other sites or from their “paper material” but here things will be different. Real blogging rules will have to be used, those levers defining the quality of content and the targeting of traffic will become real in business spheres and those who will be using these as tools rather than crutches to their SEO will be those getting something out of Google Caffeine.
EDIT 24-06-2010. To illustrate the words.
This edit comes 18 hours later. I’ve been following the indexation of this article and as shown above, this post has, for example, hit Google’s first search engine results page when searching for “google caffeine” just after publication just because of the freshness of the article.
New rules.
Do you think that businesses will readily see all the implications of the change in the Google algorithm? Will a large number of those turn towards blogs or will it just be a flop with everybody remaining in their classic seo tryouts and hiding in their niche? Is this the advent of blogs? Do you think that Google Caffeine is a way for Google to push companies towards blogs while signing the death of websites in their classic style?
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Web 2.0 is all about dynamic content. It’s great if companies do start a blog: not only for SEO but also for better communication and interaction with clients. BTW this means that most Mauritian cie webpages will slide further down Google searches since most of them still live in the 1.0 epoch.
I understand your concern on the urgency of the situation for Mauritian companies Bruno but we are today in an age where we have to accept that Mauritian companies will keep on lagging behind because we have pseudo professionals who do not try to understand the intricacies of the big machinery. Someday things might change but each day going by will cost more than we’ll ever want to believe.
Since everything has started to become so dynamic in the web, I think it is good ideas form businesses and companies to keep a blog. Search Engine wise yes a blog for business is a must. Google with its caffeine has implemented somewhat real time crawling so if there is not much update then a business or company may loose their SERP. Blogs are a good way of keeping the site updated and in turn maintain their SEO Rankings
Thanks for you input Shiva. My point of view is that in some years, we will not be having just websites, it will be a standard to build a blog with accompanying “set pages” for long term and classic indexation. Update is the secret of everything now. We knew that we would get to it but it all jumped up in one big element with Caffeine.
“A younger company with a younger website publishing fresher and to the point content will now be able to compete with the old mammoths.”
I am all in for this new move of Google. I always find it sad that some newer website (corporate ones mostly) updates with lots of original content and news and still the old mammoths with nothing more than a few pages of static content last updated back in 2008 still holds the top position.
I think this is a good change as those who work harder to provide fresh content will be more exposed. The web design niche itself is an example. Your own blog consists of so much useful topics yet some other static (or statue like if we can say it) local sites with only ripped content most of the time lies above for the keyword “web design mauritius” – Hopefully things will change and fresher content will be more valued.
Personally I think a modern site must have a blog. It make the site more active and also build a relationship with its audience.
Yes, the new rules are: you want that place work for it and try to keep it. User experience and content consumption are what are working now. One of the guidelines to webmasters that has always been present at Google’s is: build content for users first. Today, those doing it will be rewarded.
I agree partly with what you said about the web design niche, especially in Mauritius, but you’re looking at from only 1 angle. If we’re talking about real-time content, fresh information and up to date topics you’ll understand that I don’t base myself only on this keyword. For example, most of my traffic is coming to this site on the latest Google Caffeine and Mayday updates.
So, as you can see, using the new algorithm in the right way makes you generate more traffic and, at that, more targeted traffic!
Google Caffeine will now force companies to blog. – http://bit.ly/bTtDzY