Google has long been the biggest name associated with the internet, with its changes ultimately setting the entire table for how the SEO game is played. If Google decides to insert a new policy or to tweak its algorithm, you better believe that everyone is going to follow suit with the changes to keep up with the times. This is now the case thanks to the Google Freshness Update.
A long and drawn out explanation may be necessary if you’re not that familiar with Google on the whole, but for those who know how Google previously handled content, it suffices to say that the Google Freshness Update was all about the freshness of content and how it’s ranked via search results.
In the type of world we’re living in today, fresh content is the new king. Basic content doesn’t stand a fighting chance. For instance, if it’s Monday, June 10, news of popular events from that day are going to trump other results considered stale, even if they’re only a few hours old. This update is estimated to have affected 35% of all websites in some form or fashion.
Google is still going to check on keywords and your other SEO tweaks, but now freshness takes precedence in many categories. Page score will depend on the freshness of content as well as its relevancy. With sports, Twitter, Facebook, the 24-hour news cycle, and every other in-the-moment aspect of life, Google decided that real-time news was worth devoting more time to.
How These Changes Pertain to You
1: Content Updates
If you operate a site that deals with popular events or news, you need to start updating a lot more regularly. Every other day or three times every week is no longer going to cut it. You’re going to need to turn in new content on a daily basis, or at least multiple pages of content when something big breaks.
2: Content Importance
The importance of your content is also going to be judged more harshly. News about a celebrity death or anything else that becomes an instant viral sensation is going to trump mediocre content. So make sure that your content isn’t only fresh; it also has to be important to be noticed.
3: Social Media
You can blend your activities together to get a jump on the freshness by making sure your activities are streamlined. Real-time marketing via social media sites like Linkedin, Foursquare, Facebook, Twitter and other mediums needs to be increased.
4: Page and Link Growth
The growth of your site—its expansion in terms of relevant links and pages—will signal to Google that you’re “fresh” and thus help you increase in the rankings. So the surge you put forth doesn’t have to be permanent. You can go heavy and then taper off to a steady stream to be deemed fresh.
Google changing the game again means that you may need to stay on top of things in ways you never imagined if you operate a site that has been affected by the changes. If not, then you shouldn’t have to do anything. But if you’re losing rank, it’s time to get busy.