Get in line for your caffeinated charge
No one really knows what Google Caffeine is under the hood. It is very likely just a faster meaner Google. What does that mean? How will that affect traditional SEO?
There are many in the SEO community that fancy themselves as experts in algorithm manipulation. There are also SEO gurus who are just plain spammy hackers. Then there are so called “White Hat” types who try to do things according to their conscience as trained by past experience and published Google best practices.
What is wrong with the old Google?
Google became so large so fast that technology did not have a chance to provide them with the memory, storage and computing power that is available today. One of Google’s published philosophies is to design for the use of future technology at least 6 months ahead of time, before it even exists. They have been working on a completely new Google for over 2 years.
Google was Easy to Manipulate.
One of the major complaints from the SEO community is that cheaters get ahead. It is very hard to stay white hat when your competitor is not and their site is crushing yours. It is even worse when it seems that every site in the top 3 pages of Google are major cheaters. Buying links, spam software that gets you 10 million forum links in 1 second etc., actually do work on a short term basis. Google just did not have the computing power to eradicate spam fast enough. Financial success for cheating breads more cheating.
ROI in Google Manipulation
When a company does not know a certain tactic is actually cheating and they get a large financial return, are they going to magically wake up and stop cheating? What if they heard from 10 experts who said it was in a gray area but after experimenting with it found that it brings a large return on investment? What monetary incentive is there for playing fair? Google was too weak to make people play fair.
What does Caffeine mean?
Most online news, blogs, and videos are focusing on the speed of Caffeine and down-playing the real changes. Any infrastructure change in any business is designed to advance something. In Google’s case, that is providing smarter search results. When it comes to computers, faster means smarter. Google will now have the speed and computing power to run far more advanced algorithmic processes to weed out bad sites and provide higher quality search results to users. The better results, the more trust and dependence of the public on Google. The more users Google has the more advertisers will follow and hence their ROI strategy for advancing their index. Pretty basic stuff.
Changes in Google Results
Many are saying that the changes in Google are not going to change results too much. That seems to be justified when you test the new system as Google lets you see it at http://www2.sandbox.google.com or compare an old and new Google search at http://www.comparecaffeine.com/search-com.php. It is obvious that Google is getting much better at public relations when it comes to the SEO Community. In previous updates Google changed things that crushed thousands of online businesses. SEO gurus all over the world were bad mouthing Google for years. Many people view Google as “The Man” or some evil force trying to oppress them. They simply put up with Google because that is where most of their traffic and income originate.
Changes Will Crush Many More Online Businesses
Google has certain goals that, if you do not pay attention to, you will not understand what is going on. What are their basic goals?
1. To dominate Online Advertising
2. To dominate the Search Industry
3. To Intelligently Organize the World’s Information
When you ask Google, they will list those three in reverse order. They are primarily an advertising agency regardless of what public relations fluff you put on it. They are a business just like any other with the goal of making a ton of money.
Align Your Goals with Google’s
Many have the goal of beating Google. Their life span will expire here shortly when the real changes of Caffeine become permanent. What does Google want? They want to make searchers happy. If your goal is to make their searchers happy, then you will psychologically be aligning your business to reap the rewards Google has in store for sites that help them make money.
The Future of Search Engine Optimization
Psychology marketing is going to dominate future SEO. Getting into the mind of a searcher and figuring out what they want is going to be the new art. Once you figure out what people want, you then need to know how they want it. Once you have that research data, you can provide them with the content they want the way they want it. This could include video, e-books, PDF reports, audio podcasts, email subscriptions, personal attention, etc. etc.
Make the Changes Now
The best thing you can do right now is start training yourself and your business on how to properly conduct target market research and develop the skills necessary to create all the different types of content your market desires. Only then can you know which content delivery systems you need to invest in. Automation and duplication of efforts create a compounding effect on your site’s SEO advancement. Subscribe to get in line for future articles that explain the detailed steps needed to get ready for the stimulating effects of Google Caffeine.
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