Mike Dobbs and Martha Mukangara provide analysis of Google Caffeine, comparing 40 retail keywords to the Google engine being used today, which the team dubbed "Decaf." The significant differences
between the two demonstrate Google's aggressiveness in keeping up with competitors Bing and Twitter to provide for real-time searches.
Among the key findings, domains and rankings will fluctuate, and for specific keywords the shakeup could be significant, according to Dobbs and Mukangara. The two also believe competition for keywords will increase since Google indexes more pages with Caffeine, and long-tail SERPs become more relevant.