Google has an irrational obsession with fresh content. The other day I was researching the Cold War, upon typing ‘Cold War Russia’ into the search results, two of the first five results were about a recent uptick in activity around Russia and not the 40-year ordeal that was the actual Cold War.
In a blog post, google had this to say:
“Given the incredibly fast pace at which information moves in today’s world, the most recent information can be from the last week, day or even minute”
Essentially this means that an article written more recently is inherently better, and from the example below, it’s clear they are sticking to that assertion. Google is willing to rank a more recent article higher even if the domain and pagerank are lower.
How to take advantage:
- Update and Re-Publish an Old Post:
Many posts can benefit from yearly updates. Lists, resources, and how-to guides are prime examples. If there’s a popular list of blogs for example, publish a yearly update to take use the google fresh content bias in your favor.
- User-Generated Content:
Embed a list.ly on your site and invite readers to add to it. With the constantly evolving piece, your blog can benefit from fresh content without publishing a new post every day.
- Get a Content Calendar
If you’re company doesn’t have a content calendar, you need one. Not only does it keep your own team on track, but it’s an effective way to make sure your articles flow and there is no excessive repetition. Check out co-schedule for a great content calendar.
- Develop a ‘News’ Section
News can be simpler and less in-depth than full articles and is easily updated daily. Add a new category to your blog that just covers relevant industry news and add articles to it daily. Set up google alerts for new trends that are developing.
Google really has a thing for new content, so make them happy. This doesn’t have to be a ton of work and involve writing in-depth articles every single day; there are easy ways to keep content fresh on your site. Keep in mind, recent updates have also rewarded long-tail content, so don’t put all your eggs in one basket.