Site speed is a crucial factor in succeeding in today’s search world.
Publishers need to be able to offer their content in under 3 seconds. Otherwise, they risk seeing a spike in their bounce rates as users go elsewhere to get the information they need.
Back in 2010, though, things were a little different.
Speed didn’t matter as much. Users were more patient with load times and site owners (publishers) were more patient about how their content was indexed, too.
Google saw a need for something better.
They realized they had to offer search results in a much shorter amount of time. The only way to do that was by changing how they indexed web pages in the first place, and thus, the Caffeine Algorithm was created.
Keep reading to find out more about this significant change in search.
What Was the Caffeine Algorithm Update?
The Caffeine Algorithm update actually wasn’t an algorithm at all.
Caffeine didn’t aim to affect which publishers were being ranked or how rankings were determined. The main purpose of Caffeine was to re-organize Google’s indexing process.
The speed at which Google was then able to offer relevant results was the byproduct. The speed at which was needed to be able to crawl the entire web and find the right content for a user was the objective.
Before Caffeine, it took Google weeks to go through all the websites on the internet and index them. Its bots would go to sites one at a time, looking for any content updates or reporting new content altogether.
Think of this like organizing a library. Google was essentially separating the library into parts, then indexing the information little by little.
Caffeine changed the entire process.
The “library” of websites and blogs became much easier to sort and update. Google was able to now search through all the content on the internet every single time an inquiry was asked.
Caffeine restructured Google’s index so that it could crawl the internet in a matter of seconds. It made it possible to give users the most relevant information to their inquiry – which in some cases also happened to be the most recently published.
What Caffeine Meant for Digital Marketers
Digital marketers in 2010 were always on the lookout for the next big change in search. They needed their sites to be ready for the next algorithm update in order to keep their rankings and continue to reach consumers.
Maybe that’s why many people started calling Caffeine an algorithm change rather than a Google update. They automatically assumed that Caffeine would have a direct effect on their search rankings.
This isn’t entirely true nor false.
Yes, Caffeine did up changing some sites’ search performance levels.
But, it wasn’t the intention of Google to make SEO rankings more complicated. What they were really trying to do was make it more efficient for users and publishers alike.
Here’s how that happened.
Leveling the Playing Field
Before Caffeine, a publisher (or site owner/digital marketer, etc) would have to wait a few days or even weeks for their site to be indexed. This would stall how long it took Google to notice that they had published a new blog or updated an old one.
Think of it like waiting in a never-ending line to be reviewed. As soon as a site got to the front and its index was updated, its publisher would find his/herself waiting to be indexed again for another piece of new content.
This helped some sites get ahead, but it kept others from being noticed.
Caffeine gave everyone a level playing field.
It meant that all sites would be indexed every single time a search was entered into Google. Publishers didn’t have to compete for a single index category anymore.
They just had to focus on producing quality content and other SEO best practices.
Anticipating the Future
Think back to the example of a library mentioned earlier.
It’s pretty simple to find the information you’re looking for in a library when it only has a few hundred books. The process becomes much more difficult as the library increases in size, reaching thousands and hundreds of thousands of books.
That’s essentially what happened with the internet.
Google realized that from the mid-90s to 2009/2010, there had been a significant increase in the number of websites and all the content available on the internet. This number could only be expected to keep growing indefinitely.
So, they needed an index that could grow with the internet.
Google had to find a way to better organize what their bots were indexing. They also had to figure out how to take the millions of blog posts and landing pages out there and place the best ones in front of a user.
As they were figuring this out, they were actually helping publishers do the same.
Why People Had to Be Prepared
One of the most interesting things about the Caffeine update is that Google warned publishers about it. The engineers at Google were open about the changes they were making, and they regularly talked about it via official Google channels.
This powerful search engine wanted its publishers and their audience to know what was coming. They needed them to understand their old index and had to explain the new form of indexing.
This goes beyond the rankings a user sees on the first page of Google.
The Caffeine update had serious implications in the long-term. It was basically Google’s way of telling publishers that the internet was expanding at a rapid pace.
If site owners and marketers wanted to succeed, they had to be prepared for this. Understanding Caffeine was the best way to do so.
Using Past SEO Updates to Improve Campaigns Moving Forward
There’s no sure-fire way to succeed in SEO; it has too many moving parts and intricate details.
But, there are definitely certain things that are better to do in SEO than others.
One of those is gaining knowledge. The more you know about past SEO updates like the Caffeine algorithm change, the better prepared you’ll be to succeed in SEO today.
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