As a leading web design and SEO company in Scottsdale, it has become increasingly important to stay on top of algorithmic changes to Google Search. Why? If ranking in Google’s SERPs is important to our clients, which it is, then understanding Google’s ranking signals is crucial for success. That said, an important, yet often overlooked ranking signal, is freshness.
Google’s Freshness Signal
So, just what exactly is Google’s freshness signal and why is it so essential when it comes to improving how well your website ranks in Google Search?
Understanding the Freshness Signal
Simply put, the freshness signal is a ranking factor that Google uses to determine how recently a web page was published or significantly updated, and how this should impact its search rankings.
This is particularly important when considering searches that are time sensitive. For example, imagine Googling “shutterstock promo codes 2024.” You would not want to see search results from 2020, would you? It is for this reason Google prioritizes pages with more up-to-date information for such search queries. Thus, this is a real-world example of the freshness signal in action.
Why is Freshness Important?
When it comes to Google Search, the importance of freshness cannot be understated. That is because Google is committed to delivering the most relevant and valuable results to its users, which it determines based on what it believes to be the intent behind each search query.
As such, here are some top reasons why the freshness signal matters.
User Relevance
Fresh content is inherently more relevant for certain searches (as referenced in the previous example about “shutterstock promo codes 2024”), that provide the user with information that is most up-to-date.
Accuracy
In a fast-changing industry such as technology, finance or news, outdated information can be less accurate and less reliable. Thus, fresh content can improve accuracy and reliability. Examples of this could be stock price quotes, international news, online discount coupons, etc.
Competitive Advantage
For any website, consistent content updates on an ongoing basis, demonstrates expertise and engagement, enabling you to outrank competitors who have stagnant websites.
Improved Search Rankings
For searches where freshness is a significant factor, updating your content on a regular basis can be an effective way to improve your rankings in Google’s SERPs.
Better User Experience
Fresh, relevant content can keep users more engaged on your website, thereby reducing bounce rates and improving overall user experience.
How Does Google Determine Freshness?
Google employs various methods to assess content freshness, that include the following.
Publication Date
This is the most straightforward indicator. The date a page was originally published plays a significant role.
Date of Significant Updates
Google also considers when a page was last substantially modified. Minor edits like fixing typos should not have a major impact, but adding new sections, completely rewriting paragraphs, should.
Frequency of Updates
The frequency of updates for a website or a specific web page, signals to Google its commitment to providing fresh content.
Content Change Volume
The amount of new content added or removed during updates provides insights into the significance of the changes.
Content Age
While counterintuitive, older, established content can still rank well if it is regularly updated and remains relevant to the search query.
What Types of Queries Benefit Most from Freshness?
While freshness is not a universal ranking factor, it is still very important for searches that include the following.
News-Related Searches
Searches related to current events, breaking news and trending topics, demand the freshest information.
Time-Sensitive Information
Searches for product releases, event schedules, real-time data, or stock prices require up-to-the-minute, accuracy.
Recurring Events
Searches for annual events like the Super Bowl or Christmas, prioritize content updated for the current year.
Product Reviews
Users typically want to see the most up-to-date reviews about the products or services they are interested in.
DIY and How-to Guides
These guides often require updates to reflect new techniques, tools, or best practices.
Optimizing for Freshness
Here is how you can leverage the freshness signal to improve your website’s Google rankings.
Publish Regularly
Establish a consistent publishing schedule that is geared towards your target audience and industry trends.
Refresh Existing Content
Regularly review and update your existing content, adding new information and examples to keep it relevant.
Target Trending Topics
Identify and create content around trending topics within your industry, providing timely and useful insights.
So, as you have discovered, Google’s freshness signal is a super important ranking factor that rewards websites which prioritize providing up-to-date content on a regular basis. By understanding its importance and implementing the strategies outlined above, you can enhance your SEO efforts, attract more traffic and establish yourself as a trusted authority in your industry.
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