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Written by The Mezzanine Group
on June 27, 2010

It’s been a while in coming, but Google has finally released its new search engine indexer, codename 'Caffeine.' This change, which comes after months of testing, reflects the changing nature of the web in terms of social-media and real-time content creation, and should vastly increase indexing speed.
In this blog post, Google explains the need for Caffeine, writing, "Our old index had several layers, some of which were refreshed at a faster rate than others; the main layer would update every couple of weeks. To refresh a layer of the old index, we would analyze the entire web, which meant there was a significant delay between when we found a page and made it available to you.

"...Caffeine lets us index web pages on an enormous scale. In fact, every second Caffeine processes hundreds of thousands of pages in parallel. If this were a pile of paper it would grow three miles taller every second. Caffeine takes up nearly 100 million gigabytes of storage in one database and adds new information at a rate of hundreds of thousands of gigabytes per day. You would need 625,000 of the largest iPods to store that much information; if these were stacked end-to-end they would go for more than 40 miles."

I can barely envision it (I’m glad Google is in charge of organizing the world’s information and not me). If you’re interested d in more information, read this page.
What does this mean for your business? Where Search Engine Optimization is concerned, it doesn’t change the rules of the game much, but it does mean a greater emphasis on fresh content. While having regularly-updated pages has been key to search engine optimization success for a while, it’s now even more important. The more fresh content you have on your site – blogs, articles, press releases, new services or products – the better it is. Twitter and other real-time content creation tools are also going to feature more prominently in your search results, so it would be wise to take that into account, as well.
Action: If you don’t have an online marketing strategy and plan, you will feel even greater pressure to have one in the coming year. Because your competitors probably do. Stop procrastinating, get online.

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