Posted by: Chris Horner ( SEO Specialist ) | June 18, 2010

SEO video & Google Caffeine

Well it’s official, after months of speculation in the SEO and Internet Marketing world Google Caffeine is now finally here. Unlike the May Day algorithm change Caffeine represents more of a technical indexing adjustment to improve the speed and efficiency with which pages are indexed and served. It a system change at the Google end of the search relationship largely in respect of how data is collected, not what data is collected. As Vanessa Fox at Search Engine Land say: “Caffeine itself is not a ranking algorithm change. It’s an indexing infrastructure change.” She does concede however that: “That doesn’t mean that it won’t impact rankings.”

Perhaps the two main questions raised through the introduction of Caffeine are:

a. What exactly is Caffeine?

b. How can you use the Caffeine update to your advantage?

What is Caffeine?

The internet is far bigger than anyone, even Google, could have predicted. The sheer volume of information and the rate at which new information is now added online is deafening. With the rapid addition of video, images, news, blogs and other forms of quick-fire content the internet is quickly becoming a vast repository of data. All data that needs to be indexed.

In the early days Google would update its index approximately every 4 months. From 2000 this reduced to a 1 month re-indexing.

In 2003 Google switched to an incremental indexing system crawling approximately 10% of the web nightly, indexing it and then and pushing that segment live. Caffeine is the first major change to Google’s indexing since then.

Caffeine now analyses small portions of the web on a continuous basis sending it live as soon as it is indexed rather than in batches. A rolling, real-time indexing serving fresh, timely search returns. Matt Cutts draws an analogy where he describes the pre-Caffeine system as the bus that collects you at the airport. The new Caffeine update represents a shiny new limo ready and waiting to which you away to fresh search results. Nice.

According to Google Caffeine provides 50 percent fresher results for web searches than their previous index, so whether it’s a news story, a blog or a forum post, you can now link to fresh, relevant content much quicker than has ever been possible.

Caffeine also massively increases Google’s ability to scale up the size of its index. as well as adding more information parameters such as anchor text, meta data, keywords, regional, link information or other signals to help define a page’s relevance.

How can you use Caffeine to your advantage?

Google is in a hurry and Caffeine is all about speed. The internet is growing exponentially and to cut through the noise you need to move quickly. Align your offering with Google’s ambitions and you will benefit.

Don’t waste Google’s time with duplicate content. Make it easy by offering your unique content and URLS on a plate through HTML site maps, XML site maps, RSS feeds, Google product feeds. Note the increasing importance of video in modern SEO. Feed the Cafferine index a Video Sitemap with information about your video content. Be sure to flag up video content on your site Google might not otherwise discover. The same applies to Apps. Caffeine makes them visible. A mobile Google Apps search on an Android or iPhone and will quickly and easily return Apps. For more info visit Google Video Blog

The frequency of updating new content is also important. Use social media to keep your content fresh and your site in Google’s eye-line. Do yourself a favour too and ensure that your content is original, considered and adds value to the user experience.

Site and hosting speed will also start to factor more as Google looks to scythe through the internet to quickly reach relevant search returns. If you aren’t delivering well engineered sites using robust, speedy architecture then expect to lag behind the competition.

Take a look at Holiday Lettings results for their hosted video. Foe a good example search, try this in google ‘Riambel holiday villa‘. First position in the Google’s organic listing results.

Talk to your SEO for more information on how you can turn the Caffeine update to your competitive advantage.

Call Top Page NOW on +44 (0)845 052 9467 and talk to Chris Horner

Posted by Chris Horner SEO Specialist
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