She tells WebProNews that Caffeine consists of how Google crawls, indexes, and stores content online. Once the search giant crawls a page, it instantly takes that page and runs it through every part of the indexing pipeline and pushes it live. This means that a page could be live within a minute after it was crawled.

Another important note about Caffeine is the fact that it allows Google to associate more information about pages. Google now has the capacity to store any type of data in the future. This element is important since the Web is continuing to grow. In the future, Google could simply add signals if it needed to, as opposed to building a new infrastructure.

“This lays the groundwork for potentially changing the ranking algorithms in the future,” says Fox.

Speed is another factor of Caffeine that is natural since the Web is growing. Fox points out that the old index would have gotten overwhelmed and would, therefore, not be fresh.

Fox also addresses the MayDay update, which was an algorithm update, and what its implications are. This update received a bit of resistance due to its impact on content farms, forums, and product sites. Many of these sites dropped in ranking partially because they do not have a lot of links or content on them, which are prominent signals Google uses for ranking.

For more insights from Vanessa Fox, check out her book, Marketing in the Age of Google.

Most consumers search for information related to legislation, government, health, and other important areas. The problem is that searchers see the top 10 results and think that they are accurate because they’re at the top. Unfortunately, that is not always true. To make matters worse, many governments do not always make their information available, and those that do, don’t always know how to do it well.

Another element that intensifies the concern is that search is not going anywhere and will only become a larger part of our lives over time. So, what does this mean for the future of the way we consume information? It’s an intriguing question that does not have an answer yet.

Fox believes it is important that we consider these types of issues to help find solutions for them. What are your thoughts on this matter?

In addition, she shares her excitement for recent advancements with HTML5 and how they will make the Web better. Fox also discusses her blog post explaining how not to move a url as well as her new book, Marketing in the Age of Google.

Vanessa Fox, the cofounder of Jane and Robot and founder of Nine by Blue, and Avinash Kaushik, Google’s analytics evangelist and the cofounder of Market Motive, spoke to Mike McDonald at SMX West in Santa Clara. Kaushik addressed the real-time issue by saying that real-time results just represent an evolution of search.

Fox then hinted that marketers don’t need to worry too much about using real-time search to promote themselves, adding, “It’s really more useful to see ‘what are people talking about right now that’s relevant to me, and where do I need to go?’ I think it’s less useful right now in terms of getting out there because the real-time stuff is scrolling [in Google's search results].”

As for worrying about one type of marketing versus another, Kaushik said, “We’re increasingly just becoming marketers. . . . These mediums are kind of melting together, and increasingly companies are realizing that having just a search strategy is a very bad thing to do. Having only a TV strategy is perhaps a bad thing to do. So we’re starting to create more integrated channels and integrated views on finding our customers.”

Fox agreed, “If you keep everything siloed, you don’t share your data, and you just don’t have the insight into your audience that you need.”

Since there are numerous paid search books, Fox wanted her book to primarily cover organic search. Although it is not a technical SEO book, it does contain high-level strategies for incorporating search into the overall business process. It includes valuable search data consisting of searcher behavior, market research, and information for building a searcher persona.

The book also looks at the integration between search and social media. Several years ago, businesses realized that they needed to have a website. Fox said they are now having similar realizations regarding their need to get involved with social. Unfortunately, search was skipped along the way. In her book, Fox gives helpful tactics for how search and social can both be easily integrated into business strategies.

Speaking about the book, Fox said: “I’m hoping that it just helps companies understand why it’s important to engage with search marketers.”

Although the book has not yet been released, you can pre-order it through Amazon.

If you do have a real issue, Vanessa Fox suggests that you benchmark. Look at the top ten queries that give you the most traffic and find out what pages rank for them and what the position is. By doing this, you can better determine where the problem is.

To verify a crawling issue, Vanessa advises that you run a script over the server logs to look at search engine bot activity. This step allows you to see how well your site is crawled, how often it is crawled, and also helps to categorize your pages.

For more information on these issues, Vanessa has several checklists listed on Jane and Robot, which include: Discoverability Checklist, Accessibility Checklist, and User Conversion Checklist. Also, Jane and Robot is hosting a Developer Summit Friday, June 12 and will examine these very issues. You can access the registration information here.

Marketers need data such as customer information. They need to have the ability to run experiments and update the text and content on their site. Developers also need data, but they need keyword and audience research. In addition to that, they need to be given all the details and structure of each project and then adequate time to complete them.

As business gets more competitive, especially online, Nathan emphasizes how the need is even stronger for developers and marketers to work together. He says that business success really depends on marketers and developers working together effectively.

The barrier between the two is more difficult for larger companies because there is usually a large marketing department and a large development department. Smaller companies are able to come together more often and be more open about the overall business strategy.

So, what is the solution to breaking down the barrier? Nathan says communication is the answer, and ideally, it starts from the very beginning. He and Vanessa Fox have created a conference based solely on this idea of building a strong and effective relationship between marketers and developers. Everyone is invited to attend the first O’Reilly Found Conference taking place June 9-11th in Burlingame, CA.

These great minds have come together on two projects geared toward developers. JaneandRobot.com is a site they created that discusses the fundamentals of search engine optimization from a web developer’s perspective.

The second is the O’Reilly Found Conference. With this event, Vanessa and Nathan hope to change the historical idea that search is a marketing activity since it is now just as critical to technical architecture. The target audience for the conference is designers, IT professionals, and entrepreneurs.

Most of the search conferences such as SMX and SES focus primarily on the marketing angle of search. Marketers go home and pitch all their new ideas to their IT departments who have trouble believing the changes are necessary. Vanessa and Nathan want to help bridge that communication gap and allow the marketing and the IT departments work together.

In the above WPN video, Nathan gives a couple of examples of the type of issues that will be addressed at the conference.

1.    What is the right design pattern for my website?
2.    Information regarding what you need to know to be successful using any platform.

The conference will be held in Burlingame, California, June 9-11. Nathan and Vanessa are currently accepting speaker and topic proposals and ask if you need more information to contact them.

When you begin your social media campaign, make sure your viral content is relevant so customers can immediately associate it with your brand. Also, work closely with the search team in order for potential customers to be able to find you in their searches.

Just as Eric Enge emphasized in his WPN interview, have a specific goal for your campaign and stick with it. Understand that you can’t just abandon your campaign if it isn’t working. It will almost definitely need adjusting and you need to be prepared in advance.

Your ultimate goal with these efforts is profitability. If you remain invisible to your customers, you will not bring in revenue. In the above WPN video, Vanessa Fox of Nine By Blue, stresses the importance of having an “obvious” call to action.

Once you’ve positioned yourself, don’t throw your efforts away by hiding your call to action. Make it simple but prominent, so customers can complete their transaction and you can gain your profit.

This is a lot to take in, but don’t get discouraged before you start your social media campaign. Simply research and know your audience and have a solid plan before you launch your campaign.

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