Aug. 15, 2010 -
PRLog -- Google has recently unveiled a new indexing system. “What does this mean?,” you may well ask – “how will this affect me and my business?” Well, since Google holds more sway over the internet than any other single website, and it is Google that dictates the keywords used by the majority of SEO specialists (the people who try to use “Search Engine Optimisation”
to improve your website traffic), any change to the way in which Google’s search engine operates is going to have a profound effect on the internet as a whole. Firstly, it is important to realise that all website marketing methods will now have to be varied slightly. Secondly, we must appreciate that a business’s online reputation will now be created in a slightly different way. This article is here to outline the most important feature of Google’s new “Caffeine”
indexing system, and talk about the implications it has within reputation management – so that you can make use of the changes in order to improve your business’s image online.
Before “Caffeine”
, Google’s search engine worked with a different indexing system that operated according to keyword density, without much focus on the publishing date of the content that was being returned. When you typed a query into Google, you weren’t really searching the internet but searching a sort of short-handed copy of the internet that Google keeps in a mighty database. In order to build this database, Google periodically sent out internet robots (known also as “spyders”) to scour the internet in search of new content. When they found it, an entry was made in the database to make a note of where the content was and what it contained.
When a user then queried Google, the database was searched for the query, and returned a number of possible matches. This worked well, and SEO (search engine optimisation)
specialists quickly learned to fill their content with keywords so that they would have more popular entries in Google’s database.
The new indexing system varies in two major ways. Firstly, the search robots now operate constantly in order to maintain the database that powers Google’s search engine. Secondly, far more preference is given to returning recent content, meaning that newer content will be given priority over similar older content. The implications of this for reputation management are fundamental;
it means that old reviews of a company or product (whether good or bad) will lose relevance once newer ones come in, and it means that businesses will be under much greater pressure to regularly update their website content in order to feature well in search engine results.
Google Caffeine is good news for businesses who continue to provide great services and products – because an unlucky bad review will only be a setback until newer, better reviews are available. On the other hand, businesses that were once good but have gone downhill will find that reputation management becomes more difficult as their old positive reviews become less valuable. Of course, it means that search engine optimisation will become more time-consuming – but then, SEO has always been very competitive.
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