Content Marketing Blog

Fresh content can give your brand the boost it needs to lift its Google ranking

Details about the algorithm Google uses to rank websites are few and far between, but every so often the brand makes public changes that may affect they way they do business.

Take this quote from the Official Google Blog about the importance of fresh content to search engine optimisation as an example.

"Search results, like warm cookies right out of the oven or cool refreshing fruit on a hot summer's day, are best served when they're fresh."

The word 'fresh', in this context, refers to search results that are "relevant and recent" which at first glance appear to be dependent on search terms and time or date information.

Last year, Google updated the way it lists search results with the introduction of the caffeine web indexing system, which crawls and indexes information based on freshness.

This time around as many as 35 per cent of businesses with an online presence may see their rankings drop due to changes that Google says will provide users with more up-to-date information.

Recent events or hot topics that are trending on the web will be ranked in a similar fashion to the Google news system i.e. the most recent information is listed first.

Searches for regularly recurring events such as annual conferences will list the most recent event first, irrespective of whether the users add year or time keywords.

And frequent updates that may not be on trending topics, but are still relevant will also be ranked using the same preference for all things fresh.

Yet according to Arron Friedman, SEO-expert and commentator, when Google uses the word "fresh" it is actually telling marketers, "users want to see updated content, more often and this is the content which we want to show first in our search engine."

In other words, create a blog and start writing but make sure that you can share that information with as many users as possible.

Posted by Aimee McBride