Google Caffeine is now serving fresh content. The search engine giant has launched its new web indexing system – called Caffeine – with the promise of more frequent updates. This is great news for searchers, and it offers a competitive advantage to marketers who can keep up with the caffeinated web.

The company says Caffeine provides "50 percent fresher results for web searches" than its previous search system. The old web index – the decaf, if you will – updated its main layer every couple of weeks, meaning there were delays between when content was published on Google and when it was available to searchers.

The new system has a more robust indexing process. Google says Caffeine processes hundreds of thousands of pages every second and takes up nearly 100 million gigabytes per day to update its index.

Google software engineer Carrie Grimes wrote in a blog post that the new web indexing system gives Google a strong foundation "to build an even faster and comprehensive search engine that scales with the growth of information online and delivers even more relevant search results." She says Caffeine was designed "with the future in mind."

Marketers should also have the future in mind when planning search campaigns for Google Caffeine. In light of these changes, it will be more important than ever for businesses to regularly update the content on their websites. Clicks will go to the companies that offer the most current, relevant information.