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Touted as the SEO killer [see: Is Google Caffeine the SEO Killer], Google Caffeine is an update to the Google system that has been designed to increased the speed with which results are generated and improve relevance once they arrive. Any significant overhaul of Google has to be taken seriously, but how much it will actually affect SEO and the current rankings is anybody’s guess.
Google are famous for drip feeding information about changes to their algorithm. Matt Cutts is often the one to spread the good and bad news to the wider search community; however, in this instance, Caffeine appears to have been kept largely under wraps.
For anybody who is fearing a sudden drop in rankings as a result of the overhaul, you can rest a little easy, at least until the beginning of 2010 at least. Matt Cutts announced that Caffeine is indeed coming, but that it won’t coincide with the holiday season, meaning any bumper Christmas traffic won’t be lost.
With the Vince algorithm update also in the pipeline this is certainly a time for all SEOs to be keeping their ear close to the floor. The rolling out of Caffeine should improve the quality of searches, which can only be a good thing, so it ought to be treated with a cautious optimism rather than outright trepidation. For those who remain unconvinced, you might want to read ‘Google Updates: Or How I Learned to Stop Worrying and Carry on Optimising’.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.