Google Caffeine: Implications for Smaller Business?

Posted on | August 17, 2009 | 4 Comments

Last week, Google announced that it was rolling out a major upgrade to its search platform. Dubbed “Caffeine,” this update is perhaps the biggest since 2005’s “Big Daddy” update. So what does this mean for businesses on the web and what should they be doing? I’d like to offer a brief explanation of Caffeine, the potential implications of this update and what smaller businesses (or their marketing agencies) should be doing.

What is Google Caffeine?

Announced on the Google Webmaster Blog, Google Caffeine is an update to Google’s search engine indexing system. Unlike past changes, Google has provided a peek into Google Caffeine to assist the company in evaluating suggested changes. Furthermore there have already been a number of experiments performed by respected industry luminaries like Marketing Pilgrim, Mashable and users can visit http://www.comparecaffeine.com/ to see the difference between search results in Google and Google Caffeine for a select number of world leaders.

Implications of Google Caffeine

Google Caffeine is a significant departure from the search engine’s current infrastructure and could have a profound effect on a website’s ability to rank for its targeted keywords. (Note the word “could.”) Most agree that it’s too early to tell what the impact of Google Caffeine will be; in fact, Matt Cutts himself states that most people won’t even see a difference. But rest assured that this change is an omen of things to come.

With the dramatic growth of the web, the increased popularity of Universal search and the growing use of social media, it’s clear that the Caffeine update is intended to assist Google in the delivery of more relevant search results faster, with a greater emphasis on fresh information. Generally, this should be good for users but can also produce some complication for businesses on the internet.

What Should Smaller Businesses Do?

Most experienced online marketers understand that the long-term search results should be monitored, rather than daily girations; Google Caffeine will not have an immediate impact on search results, but its introduction should prompt businesses and the agencies that support them to take the following steps:

Don’t Panic

– Google Caffeine is currently a test to elicit developer feedback, however its results provide clues to what criteria the search giant will use in the future. While there may be time to alter one’s online strategy, businesses must start by understanding those clues and how any change may impact their business.

Monitor Developments

– Businesses must monitor the conversation and the resulting developments. As experimentation with Google Caffeine continues, some functionality may be eliminated, while another may be adopted based on developer feedback. Clearly many of these changes may not impact ones business, but some may offer substantial opportunity for a business in a position to be an early adopter.

Evaluate Strategy

– As with any major change in Google’s algorithm or infrastructure, businesses should reevaluate how that change may impact them and whether a change in strategy is necessary. For example, if greater emphasis is placed on a specific type of content (i.e. blogging, podcasting, social media, etc…) should the company alter the manner in which it creates and publishes content?

Be Prepared

– Whether its proactive preparation or reactive preparation, businesses with an online presence must understand that changes are coming. Change is the only constant on the internet and it is often easy to become insensitive; however Google is the “big boy” on the block and careful observation of developing trends can uncover both potential opportunities and pitfalls.

At Dinkum Interactive, we continuously monitor developments like those of Google Caffeine as well as how they may impact the businesses of our clients. Businesses with a significant online presence should do the same; those working with an agency should engage their partner to ensure their interests are being considered.

Give us a shout should you have any questions.

Bill Rowland

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