How Google's Caffeine Will Impact PPC

Every once in a while Google makes a major algorithmic change to its organic results. In reality, its organic algorithm changes at least monthly, if not more frequently, but the major changes are sometimes announced. Even when they aren't, these changes are quickly named by the industry, like hurricanes named at the time they prove themselves able to do damage.

Like prior major changes in the algorithm, Caffeine will profoundly affect the SEO industry and may impact your SEO rankings or traffic, positively or negatively. It may also significantly impact your PPC search strategy and that of your competitor.

Let's look at the stated objective for Caffeine and imagine how these changes might shake things up, based on the attributes and dimensions that were mentioned in Google's announcement.

Index Size

Every day, more content is being created, posted, reviewed, critiqued, and modified. Google wants to catalog and categorize it all. As the index gets bigger, your current listings are statistically less likely to show up (all other things being equal).

Of course, if a disproportionate number of your URLs were under-included in Google's index, you might benefit. You also may find yourself having to resort to PPC search if you lose traffic from important queries.

Within PPC search, we have several controls governing a campaign's size. We can expand or contract keyword lists, including making strategic use of match types, or we can tune geographies.

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Source - ClickZ

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