Content Marketing Blog

Fresh content dominating Ian Thorpe searches

With a press conference this lunchtime finally confirming the rumours that Australian Olympic hero Ian Thorpe is to return to competitive swimming, news stories are doing very well in Google searches right now.

Thorpedo was in good spirits as he told journalists that he had returned to training and was "on track to becoming an elite swimmer again".

The 28-year-old took the decision back in September and has targeted the London Olympics, which is just 18 months away, for his big comeback. has well over one million indexed pages for Ian Thorpe, but it's fresh content like news stories from the Australian, The Brisbane Times and The New Zealand Herald that occupy the top spots at the moment.

News stories and other fresh content are often pulled into Google's universal results when a topic is trending, with lots of new material being published.

The Ian Thorpe example demonstrates the value of regularly publishing original content. It gives websites a great opportunity to pick up traffic around big news stories, as Google will temporarily favours fresh, new content.

Ian Thorpe's comeback is likely to dominate related searches for the next day or two, particularly in Australia. Unsurprisingly, it's one of the top ten trending topics on Twitter today.

Thorpe has been away from elite swimming since 2006, when he announced his retirement aged just 24. He has won five Olympic gold medals, making him Australia's most successful Olympian.

His return sets up a possible head-to-head with America's Michael Phelps, who will be looking to add to his remarkable haul of 14 Olympic golds.