Lucy Griffiths

Google Give Real-time a PuSH with PubSubHubbub

8th Mar 2010 News, Industry News 1 minute to read

PubSubHubbub, otherwise referred to simply as PuSH, is the real-time search engine publishing tool developed by Google. Announced a little over half-a-year ago, PubSubHubbub could finally about to revolutionise content distribution.

When PubSubHubbub was announced [see: What is PubSubHubbub?], it was seen as a new, real-time way to distribute content. Whilst Google Buzz, Wave and the Caffeine update may have taken the spotlight in the interim, it appears that PubSubHubbub (PuSH) is ready to come out of the darkness.

The principle is simple. Content distributors automatically fire their latest blog post, news story or update to a hub. This hub then redistributes to subscribers in real-time. The whole process is automated and is complete in seconds. It is a great win-win situation. Content gets wider distribution to targeted traffic streams. Readers get instant updates, reducing search time. What could be easier?

Whilst the technology isn’t strictly new (i.e. this was first announced in August and non-real-time feeds like RSS and Atom have been around for some time), it appears to be gathering momentum. Already compatible with the Google Reader and social media sites like FriendFeed, last week saw millions of WordPress blogs join the party.

Whilst PubSubHubbub might be an externalised piece of Google code (in so far as it isn’t actually one of their integrated applications – it is entirely free code), it could play a big part in how blogs and websites relay updates. This is particularly true now that around 10 million WordPress sites have been plugged into the PuSH network.

With the Internet and, more particularly, search engines moving towards real-time results, PubSubHubbub is an ideal compliment. Sending content to a single hub, which then automatically redistributes to subscribed readers, unnecessary searches will become a thing of the past. Content is both supplied and delivered as and when it is complete.

This speeds up the process of inclusion within feeds, whilst refining the indexing process. With Google (and readers) being informed of new content in real-time, they can dispatch the Googlebots far quicker.  Faster indexing means getting your content listed sooner. Therefore you won’t have to wait so long to attract search engine traffic for a blog post, news story, article or press release.

PuSH isn’t a replacement, it’s simply a development. If you’re creating content, it could well help you to develop an audience. The perfect accompaniment for your SEO efforts.

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