PubSubHubbub Is An Example Of Web 3.0 – You Better Know What It IsWritten by Peter on March 4th, 2010 at 5:26:43 pm
I just had to write a quick blurb about the astute post written a few weeks ago by Brent Nef, a brilliant Laboratory Lingo contributor. His article on pubsubhubbub, is ahead of the curve on technology trends and how they relate to Google and its tools and services. Recently, Google has made efforts to push (no pun intended) a new protocol that would allow them to index new web content in real time. The protocol PubSubHubbub (PuSH for short) has quickly become a new and exciting technology that would allow Google to have the web come to them instead of having to go find the web. Read Write Web published an article that highlights some things said by Dylan Casey, a senior project manager at Google. This is an example of how the web will become programmable someday, with many applications talking to each other and using APIs to exchange data–all in a way that doesn’t require polling.
I see all this as further indication that Google is trying to shift the way it calculates relevance to be based more on site content than linking. Somehow, Google wants to be able to deliver the best possible results to searchers by placing sites at the top that actually have the most relevant content. For now, the best way is still by counting the incoming links as votes for that site. Right now, relevant site content + quality inbound links = top rankings. Someday that equation may be more one sided with relevant site content trumping all. SEO will be all about creating great content that is relevant for particular searches rather than creating link-bait or doing endless link building.
Some people say that this will not change the way Google calculates page rank, and is only relevant to searches that require real time results to answer the search query. That may be true for now, but PuSH is definitely a way for Google to get one step closer to identifying the quality of a website’s content based on something other than inlinks.