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So far, Google Caffeine seems to be less than exciting, in terms of watching results at least. If you are looking at the wrong things, you can compare it to watching a turtle race.

Last week, we published a post on our SEO blog and embedded a link to YouTube for our Gary Vaynerchuk spoof video. As I watched the results in both the regular search engine results pages (SERPs) and Google Caffeine SERPs, I noticed a few nuances between them:

  1. Although the listings (rankings) of pages were identical, the amount of page description varied, with more showing on the regular SERPs. This occasionally changed with the mixed media formats that Google is constantly testing.
  2. The regular SERPS also included dates for some of the content listed, whereas the Caffeine SERPS did not. I expected the opposite, since Caffeine is in beta for real-time SERPs.
  3. Our YouTube URL showed up on Alexa’s Hot URL list and was indexed in Google for the keyword ‘Gary Vaynerchuk spoof’. Just 7 minutes later, our YouTube video showed up in the SERPs, right below the Alexa ranking.
  4. The more services that pick up on your story, the more the SERPs update. This is expected. However, what is interesting to watch are the credible pages competing for top spots, when you have already cemented your post in the top spots because the original content came from you.
  5. The logo-of-the-day does not update on Caffeine either. Just plain ‘ol Google.

Is this really new? Not in my experience. I have been seeing new content published to the web showing up almost immediately in the SERPs with very little effort. It will not stay there without some work, but Google is working to bring the latest information to their visitors and letting them decide through links, views, etc. how much they like or dislike the new content.

In January 2009, I had a similar experience with a personal blog post that showed up #1 for a keyword used in my post title. It was a non-competitive term and it is not entirely amazing that it was showing up #1. However, the fact that it showed #1 within 10 minutes of publishing that post, and doing nothing else to promote it, is pretty incredible. Not only that, but 9 months later, the post is still #1 with a sequential, indented listing along with it. I have taken up 20% of the Google SERPs with one blog post and no promotion. It is something to think about.

No matter how Google Caffeine shakes out, we are moving into a time where publishing a website full of pages that will never be updated is simply not going to beat the competition out of first position. On the other hand, publishing content on a regular basis and promoting it constantly through the various available sources will give you the massive opportunity to stand out, rise up and command the #1 spot in the SERPs.