Missing Link, Inc.

Last week Google hinted that we should all be expecting some major changes in its main Web search results. Google is working on a new top secrete update to search technology that mostly affects its indexing process.  Nicknamed Google Caffeine , it is  considered to be next-generation of web search architecture. In addition to shaking up the results, it may also pave fresh roads toward the goal of real-time search results.  Early reviews in  preview SERPs  show that there will be detectable differences in the results pages for many terms and brands, so those tracking their SEO campaigns are well-advised to follow this update intimately.  As Google Caffeine prepares for release, here are some observations:

Substantial displacement is uncovered amidst big brands for some broad terms.  After going over a number of high-volume category level terms, Search Insider found many big brands have swapped places in the results for individual key terms, while others have risen to new heights, and others have gone down to new lows. This may completely change the way SEO is managed with many web masters and SEO experts. Many fortune 500 companies are generating millions of dollars per year in revenue  for some of these category level terms. The financial impact has yet to be seen.

Nicknamed Google Caffeine , it is  considered to be next-generation of web search architecture. In addition to shaking up the results, it may also pave fresh roads toward the goal of real-time search results.

Video and images may be displaced for more text links. The long term impact of video and images shouldn’t be affected because of the popularity of video on the Internet, but it may take an update or two before this returns to normal.  Some social media sites may benefit while others may see a decline in favor. Big brands may sooner or later feel the recursive impact of the change, sites like Facebook and Technorati mostly have benefited. You may see Wikipedia slightly less emphasized throughout the results.  Twitter may see a big adjustment in this update.

Technorati mostly have benefited.

For SEO marketers, the same principles will still be applied. Natural search engine is affected by 1) On and off page factors 2) user behavior; and 3) the level of algorithmic bias toward your site.  The last one can’t be controlled, and you should be forwarned to stay away from any SEO expert who says it can be controlled; User behavior can be difficult to control unless you know how to market to the right consumer.

Remember on and off page search engine factors such as title tags, urls, meta descriptions are in our control, and if there are no changes in this area, best practices still apply. Staying focused on core elements such as good content, grammar, link architecture, flow and structure will still be a sustainable long-term natural search benefit. A good point to remember is don’t panic, and take a reactionary approach that might jeopardize the future of your business.

For those who are already taking the core concepts and using best-practices approach, relax, sit back and observe the change.  For those who use “black hat” concepts, I would strongly recommend shifting back to the core concepts and best practices.

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Take Care