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Google caffeine update – is it time to freak out?

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If you haven’t heard all the buzz, Google recently launched an update to its systems dubbed “Caffeine” (testing started in 2009).  The big question though is what the heck was it and do you need to worry about your website losing its rankings?

Situation Normal

Image courtesy of NASA (public domain)

Google updated it’s algorithms 350 to 400 times in 2009.  Surprised?  They actually make changes to their algorithms on average, once per day.

It’s obviously a fairly common practice at Google, but what causes people to freak out, is when Google actually names and blogs about an update.  It’s a lot like storms.  You really don’t pay any attention to them until meteorologists give them a name.

Nuts and Bolts

Google has acknowledged that the Caffeine update is primarily an infrastructure update

“We’ve built Caffeine with the future in mind. Not only is it fresher, it’s a robust foundation that makes it possible for us to build an even faster and comprehensive search engine that scales with the growth of information online, and delivers even more relevant search results to you.”
-Carrie Grimes, Google Software Engineer

David Harry of the SEO Dojo puts it best when he answers what the Caffeine update means to most marketers-

“…not much really. Much like the storm that wasn’t […] there isn’t a lot to dwell on. To my thinking this is far more about the future than it is today. It is about enabling deeper processing (including ranking signals) and managing an ever growing web.”

Executive Takeaway

You should be more worried about the MayDay update.

Marty Martin is an accomplished SEM/SEO anti-consultant with a broad range of experience working for a wide variety of clientele including colleges and universities, regional and state tourism, government and business. An advocate for business, Marty works hard to share accurate information in a world suddenly overrun with "social media consultants."

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16 Comments

16 Comments

  1. Joe Loomer

    June 10, 2010 at 4:17 pm

    Guess I won’t freak out then, just sounds like might involve more hyper-localism in the future – as that seems to be where real estate on the web is heading anyway.

    Navy Chief, Navy Pride

    • Marty Martin

      June 10, 2010 at 4:20 pm

      Hey Joe,

      You’re right, and also much fresher relevant results than previously possible.

  2. Roscoe Properties

    June 10, 2010 at 4:21 pm

    No reason to freak out. Keep on top of your social media game and focus on long tail. I personally like the changes Google has made…

    Good luck!

  3. Joe

    June 12, 2010 at 1:53 am

    Whadaya mean it’s time to freak out. It’s always time to freak out! 🙂

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Business Marketing

Web design and development trends that will dominate 2018

(BUSINESS NEWS) Check out these top trends for web design and development to revamp your site for 2018.

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google meet web design 2018

New year, new you, new web design for your glorious site. You’re no longer good to go if your website simply boasts functionality in a conventional design layout. It’s not enough to make something that just looks pretty anymore.

Ever-expanding tools make web design a constantly changing digital medium that can and should be regularly updated to remain relevant.

As always, visuals are the first thing that will draw someone into your site. Your homepage and landing pages need to grab users’ attention with striking visuals.

Font choice has always been important for good design, and that’s not changing in 2018. However, the rise of typography, typeface design, and custom fonts will continue to take center stage.

Except for Internet Explorer (crossing my fingers for its death), most browsers can support CSS-enabled custom typefaces. Contrasting sans serif with serif fonts for large lettered headings is newly popular, as well as color and variable fonts.

Bold, vibrant, and saturated color schemes are on the rise as well since advances in monitors mean designers are no longer stuck with web-safe color palettes.

Custom illustration is another growing trend, with product and marketing design prominently featuring tailored illustration to match brand tone.

Broken grid and asymmetry have become more popular too, shaking up more traditional layouts. Just make sure to keep the layout clean, or you risk offending your viewer’s delicate design sensibilities. And please, despite trends, avoid brutalist web design, please, it’s awful.

Speaking of design sensibilities, gradient is making a comeback. But like, in a cool way with subtle fading and complimentary color. Shout out to this fun original web throwback revival.

However, looks aren’t everything. If your site is not offering user-friendly, updated functionality, you’ll fall behind the curve.

Augmented Reality (AR) and Virtual Reality (VR) elements aren’t new tech, but their rise in popularity due to their rapid progress can’t be ignored. While these are more relevant to mobile apps, elements can be incorporated into site design as well.

Mobile-first design still dominates (duh) as mobile browsing continues to overtake desktop use, so make sure your site plays nice on-the-go too or risk alienating mobile users.

Using speech as search tool came into play as devices like Alexa and Google Home have people searching using full sentences instead of keywords. Optimizing your site’s content to allow search with speech can put you ahead of the game as the world of SEO evolves.

Artificial Intelligence (AI) is all the rage too, with more sites implementing smart chatbots to handle customer service and frequently asked questions. AI can also help with voice-based search using natural language processing technology.

?As animation and micro-interactions become more advanced, combining form and function for delightful surprises are another rising trend in 2018

Particle backgrounds solve performance issues with video backgrounds by utilizing Javascript to create movement without taking forever to load. The animations make movement a natural part of the background, enticing viewers with motion graphics that don’t affect loading time.

Integrated animation engages users too, using smaller animations and graphics for abstract or concrete concepts. Your site could feature graphics that animate during a load page, or appear when users hover over a link, scroll, or as the main focus of the page.

Micro-interactions can set your website apart from others using more complex visuals, skilled animation, and seamless data transfer. Implementing fun on/off toggles, load status indicators, and light animation when like buttons are pressed can delight users and keep them engaged with your site.

Try out some of these trending changes on your site for 2018 and watch the users roll in.

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Tech News

Publishers anticipate price hikes after Facebook’s purge

(SOCIAL MEDIA) Changes to the Facebook News Feed algorithm may lead to price hikes for publishers trying to remain relevant.

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facebook money

Facebook is changing the way News Feed filters content, putting more focus on posts from friends and family. This will effectively reduce the amount of paid content users see from publishers and brands.

Some agencies think this may increase how much advertisers will need to spend on paid ads to keep the same number of views. Just since last quarter, ad rates increased by thirty five percent.

Facebook’s VP of product management, John Hegeman said advertising will be “unaffected,” but agencies aren’t so sure.

Doug Baker, director of strategic services at AnalogFolk, stated this is the “final nail in the existing coffin” for organic reach.

For years, organic reach has been declining since more content is being shared. Smartphones and tablets lowered the threshold for ease of posting, and users can now share content without being tied to a desktop.

News Feeds are super saturated with content, and it has become increasingly difficult for content creators to organically reach users in the midst of posts from family and friends.

Mass-reach media buys end up seeming like borderline spam, and clog up an already extremely populated stream of content in your feed.

In December, Facebook announced plans to deprioritize “engagement bait” posts that urge users to share, like, or vote to artificially gain greater reach.

Using a machine learning model to detect different forms of engagement, Facebook rolled out Page-level demotion to curb frequency of advertisers using engagement bait.

Facebook noted it will still favor content from reputable publishers while reducing clickbait, spam, and misleading stories.

While engagement is only a small part of ad ranking, advertisers may see serious price hikes to keep the same level of performance.

It looks like Facebook is trying to go back to its roots as a social site, like how Snapchat recently announced a plan to keep news and social more separated on their platform.

To reach users with these new changes, advertisers must optimize and more carefully plan media strategies to make content relevant to target markets.

However, brands may find loopholes in the algorithm, continuing practices that drive artificial engagement. CEO of digital agency TMW Unlimited pointed out that brands may “be tempted to be increasingly controversial or polarizing in order to stimulate conversation.”

Even as Facebook insists it’s not a media company and its advertisers are actually “partners,” it’s likely brands will see significant price increases to remain in the News Feed instead of relegated to side ads.

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Tech News

Facebook’s news feed changes will impact how you reach consumers

(TECH NEWS) Facebook is changing how you see the news feed, but it will also impact how your business reaches consumers.

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facebook

Once again, Facebook is making some significant changes to the News Feed (you probably know this because people are freaking out). This time, the changes revolve around improving user experience by cutting down on sponsored content — but what does that mean for advertisers and Facebook businesses?

As it turns out, not a ton – just a higher content standard and the accompanying challenge of creating positive, enjoyable content. Maybe.

Anyone who’s spent any time on Facebook in the past few years knows that it’s as much an advertising business as it is a social network. It’s impossible to make it more than a few posts into your News Feed without seeing a “Suggested Post”-type ad, and unless you use an ad-blocker, your sidebar is full of even more blatant attempts to sell or promote products only loosely related to your likes and interests.

It appears that no one is less happy about this than the man himself. Mark Zuckerberg announced plans to dial back advertising posts in favor of user-created content, conversation-inspiring posts, and other non-public items of interest. The goal is to connect you more consistently with the content that you love rather than the content that you tolerate; as you can probably guess, advertisers aren’t thrilled about this notion — some are even considering it an ad-pocalypse.

That’s a little dramatic.

The road to creating engaging, profitable ads for this new Facebook is relatively simple, if not easy. Facebook will be prioritizing posts that objectively bring happiness and positive experiences to users, meaning that your ads will need to be intrinsically fulfilling for your target demographic. While relying on “traditional” marketing strategies like clickbait titles and high initial engagement numbers won’t get you there, retaining people with your content will.

In fact, this move is fundamentally similar to YouTube’s policy wherein creators are paid more for longer audience view times than if their audiences flake out after a few seconds. One might argue that such a policy was put into place to safeguard against meaningless content with catchy titles, and that’s exactly what Facebook appears to be doing here.

With this return to their roots, Facebook is making steps toward bringing positivity back into social media — something we all could benefit from right about now.

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