Google gets ready to launch Google Caffeine. Caffeine is now active in its first datacentre so it won’t be long until it’s rolled out full time.
It’s exciting times – we’re going to have to figure out all the new set of rules. To be fair it’s about time, it’s been a while since the last main update which (in my opinion) was Google’s Universal Search, which saw more maps, more videos, more product in the search etc.
So what makes the launch of Google Caffeine so important? In short it reflect a shift in the way the internet is being used. It signals the end of the page as being the unit of value that has been the standard since search engines started trawling the net.
With the advent of the datastream we see a new way to cartegorise a form of information.
What’s a stream? Think Facebook and Twitter, those quick successions of posts and responces. There is also a greater focus on localisation as well as a plethora of other fun stuff for us to get our teeth into.
What does this mean for search engine results as we know them? Well probably not a lot to start off with, but over time we’ll begin to see them becomming more and more important and we will probably see the bobbing effect of a system trying to restore the balance as everyone gets in on the act.
I leave you with one last thought. Streams are real time. Imagine if the changes you make to you website have a direct effect on the search results? Wouldn’t that make SEO even more exciting.
It’s really easy to make a mistake when you’re dealing with online reputation management, you can say the wrong thing from time to time and it’s possible that this can come back to bite you in the behind.
I once published a letter of resignation on a facebook profile. My intention with this was only to let my old colleagues know why I had left, inadvertently this lead to me disclosing information that the company deemed potentially damaging, this had an affect on me, my business and personal relationships with colleagues.
The thing I have learned from this is to be careful with absolutely everything I put out there – it all has an impact and has implications. What is done can’t always be undone – even if you hit delete.
SEO is an essential element to the marketing role of most marketing departments in most business. The main problem with SEO is that it’s difficult to measure.
It’s therefore important for anyone carrying out SEO for a client or internally to make sure they scream and shout about what they are doing.
Remember often the changes that you make in seoing a website will take weeks to have any real impact, so it’s important to log every single change that you make to the website – you’ve got to be really anal about it, being able to go back is essential, and sometimes you know what? Even this won’t help because your seo efforts are effected by other factors such as the seo efforts of a rival website, or changes to algorithms.
he other thing is you can be adding 20 relevant pages a day with great content however they’ll probably only get what appears to be a small number of visits, maybe a few a day in some cases – so you’ve got to focus on the overall picture and strategy when talking to the decision makers, after all if you can add 20 really good pages a day to a website and you get a few visits to each the seo team are going to be generating some serious traffic overall in a week.
It’s when the accountants get involved that you have a problem – seoing a weebsite is about the future of that website and the busines, it’s not like ppc were the returns are instant, with seo the returns take months and they are incremental and you’ve got to speculate about the success of a page.
If you focus on the individual aspects of seo too much your decision makers will lose sight of the overall bigger picture and start to devalue the seo your are carrying out for them.
As ever in business, and especially marketing, if it’s going to be done you better make sure you can back it up with data and it’s especially true when managing an seo campaign.
One of the most important elements when SEO’ing a website is getting the keywords in the alt tags. This is especially true of most modern websites where the pages are built using a generic database.
It’s important that the if you’re using a generic template throughout the site that consideration be placed on which keywords are used – this then has to be balanced out by the text that is being put on the page – the text and the generic alt tags have to be relevant, and on those pages that will go into more detail about your key keywords it’s important that the % of keywords is balanced so you’re not seen as being a keyword stuffing website – ie a spammer.
Search engine optimisation is a balancing act, and to do SEO right it’s always best not to use templates, to make sure that every single page is specific – however in the real world this isn’t always possible because you won’t have enough man hours in the day to be that anal about things.
The other fatal flaw is to over look them all together, remember search engines do put a lot of weight on the alt tags keywords – some would argue more weight is put on these than the anchor link text – and they get far more weight than title tags do – so don’t worry too much about the title tags!!