Thanks to Google, caffeine is no longer just for coffee pots: it’s creating a buzz for the world wide web as well. Poised to be a major factor in Internet marketing this year, Caffeine is restructuring the search engine as we know it.
For the searcher – the consumer, the surfer, the person wasting time at work – Caffeine won’t change much in terms of web browsing. But, for the backend user, the businesses who rely heavily on search engine positioning, Google Caffeine is going to leave things shaken up.
For the small business website, this means a variety of things.
One of the cornerstones of Google Caffeine is the reduction in the amount of time it takes for new information to appear: content will be indexed at an expedited rate. This means that content will need to be of even higher quality and relevance than before.
This also means that it will be more difficult to “pull a fast one” on the search engines. Websites that try to get by with Spam, overly repetitive keywords, and even nonsensical material will be discovered, and punished by lower rankings.
Google Caffeine will also, in most likeliness, make it harder to keep a high search engine ranking for a lengthy amount of time: as the search engine becomes faster, the search results become more numerous. This makes the game of rankings extremely competitive.
Depending on your ranking, this can be good or bad. If you have been attempting to get into the top ten for over a year, the highly competitive nature of Caffeine may work in your favor. Other websites might not be able to keep content fresh, giving you the small opening you need to slip in.
But, don’t put all your eggs in the rankings basket. With the retention of high rankings shorter lived, it is likely that first or second page Google rankings won’t be as important as they’ve been in the past. Rather, there will be constant turnover, with change and endless results.
For your small business website, this involves some conjecture: because Google Caffeine is in its infancy, nothing is set in stone. However, there are several things you can do to give your company the best chance at flourishing in a “caffeinated environment.”
First of all, consider that web searchers are becoming more specific and detailed in their searches: rather than simply entering the term “dog toys” and looking through endless websites for what they want, they are searching on terms like “organically made dog toys” or “durable toys for large dogs.” Thus, it is important to be as detailed, and unique, as possible in all of your website content, all the while keeping it fresh and continually updated.
Another way Google Caffeine is changing things is through download time. In short, the faster your page is to download, the more Google will like it. You can decrease your download time by reducing file size, images, and avoiding things like Flash.
This, of course, doesn’t mean you should rely on your website and nothing else. To really make an impact, consider reaching the masses by building a brand and name for yourself, from your website up and out
Engage in social media, and reach out to communities and demographics who are known for supporting your product or service. Whereas putting keywords on the Internet is like taking a shot in the dark, building yourself a following is like aiming directly at the target.
With Google Caffeine on the horizon, the time has come to grab the bull (and your clients) by the horn. Make them your clients by engaging them in forums, facebook, twitter, and anywhere else that gives you a chance to reach out and impress someone.
Brad Anderson is the Founder and CEO of Fruition. Brad’s focus is supporting Fruition’s team to enable sustainable growth and excellent client satisfaction (EBITDA growth). With a strong statistical background, Brad built Fruition’s in-house software that is used to manage client success.
President & Founder, Tru Family Dental
Marketing, Dependable Cleaners
President, Frame Destination
President & Founder, Family Travel Association