The American Society of Heating, Refrigerating and Air-Conditioning Engineers (ASHRAE), the leading industry group for heating and cooling professionals, has announced that it will widen temperature and humidity ranges for servers in the third edition of its book, 'Thermal Guidelines for Data Processing Environments.'
Many of the lead players in the data center industry have been raising temperatures in their data centers as of late and, as a result, have saved hundreds of thousands of dollars in cooling costs. Some of the big firms that have realized savings through higher baseline temperature settings in their data centers include Intel, Google, Microsoft and Hewlett-Packard.
ASHRAE's first edition of the thermal guideline book was published in 2004 by the group's technical committee, which examines the ongoing needs of data center and telecom facilities. Since then, however, data center management has advanced dramatically and ASHRAE has tried to keep in line.
For example, the first edition noted a recommended upper limit of 77 degrees Fahrenheit, which was endorsed by all of the major IT manufacturers. The second edition, published in 2008, recommended an upper limit of 81 degrees Fahrenheit.
Although the new recommended temperature range has not been released, a recent ASHRAE press release says that its latest edition of guidelines will be 'as equally groundbreaking as the previous editions,' and that it will enable compressor-less cooling in many applications.
According to ASHRAE representatives say that varying locations, applications and data center philosophies make it nearly impossible to force all equipment to be capable of the same high temperature tolerance. In an effort to address this issue, officials say that the third edition creates multiple server classification and provides better freedom of choice.
Those in the data center industry, however, say that ASHRAE is simply playing catch up with this new edition arguing that many companies in the cloud business are already procuring servers that operate well outside of ASHRAE specs, allowing for aggressive economization to drive greater efficiency. In fact, many players in the industry say that they have been pushing for ASHRAE to adopt a more aggressive revision of data center operating temperatures in an effort to drive vendors to broaden operating ranges beyond what was 2009. The theory was that it would allow the industry to aggressively adopt economization.
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Can Google burst onto the online social scene with a service that can rival the big boys? Will Facebook offer something so incredible that it will become the undisputed social networking platform for years to come? These answers may come sooner than we think.
Both Google and Facebook have been considering the purchase of social networking giant, but financially failing, Twitter. Despite its incredible popularity, it has been widely reported that Twitter lost money last year, spending much of its budget on new data centers and new employees.
Because Twitter is a private company, it does not disclose its revenue. However, Google and Facebook have valued the popular micro-blogging service at $10 billion, according to reports. Last year's valuation of the company was only $3.7 billion.
The jump in value is not surprising, considering the fact that approximately 95 million tweets are currently being sent out each day.
Reports say that negotiations between these Internet giants are in their early stages. However, the incredible leap in valuation shows exactly how important social media has become in such a short time.
Imagine the possibilities of Twitter teaming up with one or both of the largest websites on the internet today. In a way, Google and Twitter have already teamed up by helping people involved in the recent Egyptian revolution, allowing them to tweet when the internet was shut down across that country.
A service like Twitter is something that Google desperately needs so that they can truly muscle their way into the social universe. However, if Facebook beats Google to the punch, the world could see an all-in-one social platform containing the mightiest communication channel available today.
In my industry, using Twitter for organic SEO is a no brainer, so it will be interesting to see who succeeds in claiming one of the biggest social networking platforms around. Regardless of the outcome, it will be a move that shapes the future of Google and Facebook forever.
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JC Penney may not be the first retailer that comes to mind when you think of dresses, rugs and skinny jeans. However, the company’s website (JCP.com) was performing so well, you would think that the former catalog retailer was number one in the country.
The company website was ranking so well on Google that it caught the eye of an investigative reporter for the New York Times. What ensued led the company to fire its search optimization firm and led Google to demote the company site across many topics.
The article exposed a bevy of black hat marketing techniques that one SEO expert called, “the most ambitious attempt” at manipulating Google’s search engine results that he had ever seen.
Among the tactics described in the newspaper’s exposé is the practice of burying links on low-profile sites around the Internet, tricking Google into seeing relevant references where none existed.
According to the New York Times report, most of the more than 2,000 links back to the JC Penney website were located on sites that had nothing to do with clothing. The phrase “black dresses,” with a link to the retailer, was located at the bottom of a nuclear.engineeringaddict.com; “evening dresses,” with a link to the retailer, was found on casino-focus.com; and “cocktail dresses” showed up on bulgariapropertyportal.com. There are links to JC Penney pages on sites about diseases, dogs, travel, snoring, bathroom tiles, hotel furniture, online games, glass shower doors, and dentists, to name a few.
Matt Cutts, part of the Google team that uncovers black hat SEO techniques, confirmed that JC Penney had violated Google’s guidelines on manipulating rankings. As a result, Google manually dropped the rank that JC Penney had been enjoying from the tactics its SEO firm had employed.
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