The more recent update, dubbed the “Freshness” update, was designed to rank newer content higher in search results. Makes sense, right? After all, if you’re searching for a topic, you’re likely wanting the most up-to-date information that’s available—not a post from 2009.
Yet as with any Google algorithm update, some sites are inexplicably hit by the changes—even those who are delivering a steady stream of updated content. Sarah Perez of TechCrunch writes, “However, the sites that lost SEO visibility after the changes didn’t seem to represent any one group, as they also included some brands, blogs, broadcasters and even Google’s own Blogger.com, which dropped over 20%.”
Using (and maintaining) a solid, well thought-out SEO strategy should be enough to keep your site visible despite algorithm changes. In light of the “Freshness” update, there are some things you can do to maintain—and even boost—your site’s visibility.
How To Make Google’s Freshness Update Work For Your Sites
Blog. If your website doesn’t already have a blog, now’s the time to add one. Sure, you can maintain a blog that’s separate from your main site. But if you can integrate them, that’s even better—and it will bring better results for your business, too. Since blogs are created from regularly updated content, it makes sense that blogs will be rewarded by the “Freshness” update. And update aside, keeping your site active with fresh content makes good SEO sense no matter the algorithm. Plus, it entices past visitors to return and stay up-to-date with your company and what you have to offer.
Distribute your content. Once you’ve published something on your blog, distribute it! Sure, the blog is your primary content vehicle—but put other social platforms to work for you, too. Install sharing buttons on your blog so that you–and your readers–can easily post the content on Facebook, Twitter, Google+, LinkedIn and social bookmarking sites. Each time your content is shared, it becomes new again, and is therefore more likely to continually appear higher in search results.
Mark the time. If you blog, your content should be time-stamped with the date and time at which it was published. Just in case, go back and verify your settings to make sure your posts include this information. This will help Google differentiate between your newer content and older articles, the whole purpose of the “Freshness” update.
How do you deal with Google algorithm changes? Do you revamp your site based on the updates? Or do you prefer to stick with a more timeless SEO strategy that carries you through the algorithm rollercoaster?