In a move that might rewrite the entire search market, Google is rumored to be creating a system that will let allow web publishers to submit content to Google for search indexing in real-time.
This of course follows the introduction of PubSubHubBub by Google, a tool to move syndicated content in real-time to aggregators. PubSubHubBub has become a hit among publishers looking to get their information into the market as quickly as possible.
This move by Google, if it comes to fruition, would be a super-PubSubHubBub, not just moving your content into Google Reader at light speed, but also into the hands of the tens of millions of people searching Google every few hours. It would be a bigger move towards a real-time web than Twitter will ever be.
Of course, this would give Google a strong leg up on Bing, and would tie internet publishers even tighter to the internet giant. Many already depend on Google Analytics and Feedburner in their publications Now with PubSubHubBub and the new tool, publishers not working on a Google platform would still be using Google tools to publish.
Is there no corner of the world where Google will not expand into?
Sure to be lost in any discussion are the internet searchers, who will benefit greatly from having the best data in real-time, all the time. Who loses? Microsoft, and any publisher not smart enough to jump on board.
Marshall Kirkpatrick has an excellent discussion of the technical aspects of the project, which we recommend that you read if you are a publisher.
When will this come out? We are not sure at the moment, but when it does, the earthquakes we resonate in search for years to come.