It is inevitable, Google will change it’s algorithm from time to time to better their technology reach. Nothing lasts forever and eventually even Google needs a tune-up. Nobody wants to search for a product or event just to be inundated with search results that have been SEO’d to all hell. Google has announced that a new algorithm change is happening now. It is up to Google to keep their search results fresh and untainted so advertisers continue to see the value in their advertising spend. If Google just let things go eventually the community will turn towards something else to find the information they need. Yes this can be frustrating for marketers but that is the world of Google. Things change from time to time and you have to be willing to roll with the punches.

“Given the incredibly fast pace at which information moves in today’s world, the most recent information can be from the last week, day or even minute, and depending on the search terms, the algorithm needs to be able to figure out if a result from a week ago about a TV show is recent, or if a result from a week ago about breaking news is too old.

We completed our Caffeine web indexing system last year, which allows us to crawl and index the web for fresh content quickly on an enormous scale. Building upon the momentum from Caffeine, today we’re making a significant improvement to our ranking algorithm that impacts roughly 35 percent of searches and better determines when to give you more up-to-date relevant results for these varying degrees of freshness.”

Here are the areas of search that will be impacted the most:

• Recent events and hot topics
• Regularly recurring events
• Frequent updates

For example:

If you do a search for Occupy Oakland the search results will now have material that could only be a few minutes old.