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New in Search… and SEO?

The last few weeks have seen a small flurry of news in search.

Google Caffeine
The buzz is that this is the biggest change to Google’s algorithm since late 2003 (aka the Florida update/dance). It has been in beta for some time and is going live right now. I didn’t like the beta version (now retired) because it was only available for google.com.

Social Search

Google rolled out social search, which integrates your results with listings from friends in your various social networks. It’s been met with some criticism and it even gives some people the creeps. But expect Google to keep tweaking things. Maybe it’ll be a good Google product in the end; maybe it’ll be useless to most of us.

There is smaller news of course, such as the way Google’s local business results have really taken off in the past few months, squeezing publishers of directories and other local marketing and inciting SEOs to get pissed off about Google hogging search results. Twitter’s real time search was old news from late in 2008 but Twitter has continued to improve its search and overall functionality. Most importantly, Twitter is an undeniable Force-to-be-Reckoned-With when anyone discusses Internet marketing (if not SEO) today. Finally, also, Google dropped PageRank in Webmaster Tools, possibly in favor of Trustrank, one might wonder.

For all that, there is very little news in mainstream search engine optimization (SEO), as should perhaps be expected at this point in the game. A list of top 50 SEO tips from this week’s pubcon confirms it: not much new in the world of actual day-to-day SEO. That may bode poorly for professional SEOs, only because people may think that all they need to do is pick up an SEO starter guide from Google or an SEO primer from a third party SEM company or any of the other hundreds of sources of basic SEO information and think that that is all they need. I say ‘I don’t really think so’ because not one of these tools will match the value of having a professional SEO in charge. From Google’s to every other guide I’ve seen I see mainly dodgy tips, teasers only and flat-out red herrings (people who even mention ‘meta tag keywords,’ I’m looking at you.)

Search engine optimization may get rocked by Google Caffeine but SEOs will still be the best qualified to handle this and any other news in Search. Bits of news and occasional flurries of news are best understood in the context of the last five to ten years of changes at Google and other search engines.