Something brewing
Google's hegemony in search doesn't seem to be abating any time soon and many online businesses will continue to obsess, with good reason, over their search rankings. So when Google announced an upcoming change in their infrastructure a lot of people took [anxious] notice. The new system is dubbed caffeine and while it still looks like classic Google a comparison site sprung up to help reveal minor differences. Michelle Macphearson provided a good look at caffeine and Matt Cutts offered Google's perspective in his blog and in a video interview with WebProNews.
The consensus is that there is no need for marketers to do anything different - yet. The Search Insider did find some shifting positions for well known brands and Stepforth seemed to find changes in local rankings. Most of the blogs seemed to agree that caffeine was really a structural change that may not have much immediate impact on marketers. The blog Between The Lines attributed Google's announcement to the need to continue the perception that they are moving as quickly as their competitors. John Batelle's position was that Google was reworking itself to be better positioned for real time and rich media (non-html) search and The Register provided an in depth look at how Google handles files. Overall, the blogs did not sense an immediate jolt to search rankings but felt that Google was acting wisely to maintain its lofty search perch.
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