With the strong competition provided by Bing and more recently the potential Bing/Yahoo competition, Google has been developing changes designed to maintain market share.
Google Caffeine, which Google is introducing early in the new year. This is a major overhaul of its search engine and will no doubt will cause many a marketer some sleepless nights as the total fall-out becomes evident.
Online marketers are bracing themselves for the full impact of Caffeine. Will it mean smooth sailing or a roller-coaster ride for online marketers.
The introduction of "Real Time" search which will be featured in Google's SERPs. This will make the social media sites like Twitter, FaceBook, MySpace... much more important. Again, the implications for online marketers could be enormous since many can now reach the first page through a different route. Will it also mean more "Real Time" spam? But more importantly, will it mean a greater marketing opportunity for the online marketer who exploits it?
Google has made it known that site-loading times will be a ranking factor in the new improved Google while proper and correct page coding will also be more important if you want your site to be at full advantage. Broken links will be a big "No-No", while linking out to important related sites will be a big plus.
In order to please the end-user, Google is also moving more towards "Personalized Search" which will make SEO and ranking in the top spot for your chosen keywords a total nightmare for many professional SEOs and online marketers. If everyone can choose their own top results, isn't SEO more or less, a lame duck.
Will Google's main competition come from an unlikely source, such as big name multi-national corporations who are moving their operations online. Can these big-name keyworded domains start directly pulling in the majority of the web's traffic, making all search engines secondary? As people become more web savvy, will they go directly to what they're looking for on the web, bypassing the search engines altogether - including the mighty Google.
Overall, the changes to Google, will make next year one of the most interesting times to be pitching anything online.
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