In dizzying pace, Google continues to refine its search algorithm with big new things. This week comes word about how Google + shares will start to make their way into your search results.

For a recap on the details read this from SearchEngineWatch, or this interesting take from the CMO Site (including the comments as always.)

I personally think this could be a huge problem for Google in general which I write about as well here.

But what does this mean for content marketers, and your web infrastructure?  Three keys to consider:

• Fresh content still matters: To remain interesting and relevant, post new and engaging content frequently across your online presence. The more content you have to engage with your prospects, the more that content will be shared, the more conversations that will be created around your core concepts.
• Running social and web silos, will be increasingly difficult. It’s already hard to keep up with your blogging in one platform, your social sites in a third etc. Even if you just consolidate your web and blogging platforms to make it easier to cross-share content, and then publish that content out to your social channels that is a good first step.  Even better if you consider all of those areas as “nodes on a network” and publish differentiated and connected content to each.
• WebSpeed is real. Many of you are just trying to figure out what the Freshness change means and now have to figure out how to grapple with what “search +” means for you.  I have written before about the kitchen sink mentality. Sorry, you just don’t have time. Much like the software development world has gone Agile, so should you. Make sure you have systems, technology, processes and people in place who can adapt quickly, and adjust on the fly.

In total however, this means your technology matters more than you thought. What you know today isn’t going to be relevant in Q4.

So if you are thinking you will spend effectively all of 2012 redesigning your site and deploying a new content management platform we wish you luck on reaching your 2013 goals. Think instead about what you can do NOW to impact 2012. Take a look at how Lancaster Bible College got their new web infrastructure up and running in just 45 days.

Look at the calendar right now. Ok? Now add 6 Weeks. Doesn’t THAT sound better than the 6, 9 or (shudder) 12 month roll-out plan you were considering?

Don’t get locked in, agility matters.

@ajdun