The big search engine optimization (SEO) news from last week was Google’s announcement at the Search Marketing Expo in Santa Clara, California that the search giant would like to be able to index in “real time.” This would mean that any new website published and any new keyword changes in meta tags will instantly be processed and ranked in Google’s search engine accordingly.
They hope to implement this monster of an idea using a real time syndication protocol called PubSubHubbub (or PuSH). The protocol is ATOM-based, much like RSS feeds. When a website publisher adds new content, the publisher informs the Hub, and the Hub automatically informs all subscribers of the new content. If Google can use PuSH for indexing, Google could simply subscribe to website publishers’ PuSH feeds to find the new content and update the search engine ranks automatically. This way, Google would receive information about new, small sites immediately instead of the typical waiting period for the robots to find it.
So how will this affect SEO work?
Some say it won’t affect it very much, especially since so many companies use social media for marketing. However, there is big possibility that companies will need to master the SEO of their content BEFORE they even publish their website, as they won’t be able to wait around for their sites to be indexed before bothering with SEO. In addition, companies will also be competing with an almost definite flux of non-relevant sites and spam content getting PuSHed into the indexes. This may or may not affect their page ranks, but they will need somebody to stay on top of it.
That “somebody” should take the form of a SEO consultant, whether they are in-house with a web developer or a separate entity. Achieving high quality SEO is always important, and it may become even more important to hire expert help to make sure your website content will stay above the riff raff and most importantly, your competition.
Of course nothing is official, and we’ll all have to wait for Google’s (not to mention Yahoo’s and Bing’s) formal announcement on the matter. It will happen eventually though, so be prepared, and ask yourself, who handles your website SEO?