In June 2010, Google announced an update called Freshness. Today after 7 years of its introduction, this update has a deep impact on digital marketing. Websites escaped from the clutches of the update because most sites keep updating their content. But simply changing the content isn’t sufficient to come up in Google search.
Let’s see what the Freshness algorithmic update is all about
Why Freshness Update?
Google felt a need for Freshness update after studying the production of Internet data. It is concluded that more data will be produced in 2017 and beyond and the new data will change the search trends. The queries will be regarding latest data and Google want to make the latest data available in its search results.
An emphasis of the update is on relevance with a time that is the latest catch. Let’s simplify the “latest catch” with examples. News pieces, ongoing events, present celebrities, recent launches, important decisions and current weather reports are some of the examples of “latest catch”.
If you search for a celebrity status, you will get comprehensive information about her life and assets and work schedules. You will even come to know who she’s dating and what are her future assignments.
What was the impact of Freshness update?
A very small number of sites ranging between 6 to 10% were affected by this update but some experts estimate that around 35% of sites encountered changes in their rankings and CTR due to the update. But a large number of sites gained from Freshness algorithm. It is a very interesting aspect as it is the first algorithmic change that has a positive effect on websites.
Sites with related to news, broadcasting, and videos were benefitted with the Freshness update. Also, the websites that get regular content updates got benefits of the Freshness algorithm. If you can keep your website content updated, you can also make your site rank high on Freshness update.
How to recover from Freshness update?
The only thing that can prevent your site from being affected by Freshness update is to keep your web content fresh all the time. If your content is time-sensitive like you write on news pieces and events then it becomes more important that you keep track of your topics.
Here’s how to keep your content fresh:
1 Update existing content
The performance of present content and find topics that are getting more impressions and clicks. These are the topics you should optimize for Freshness update. Similarly, you can fresh the content stamped with day, date and time. It could have data or information regarding events. You can update this content with fresh information.
2 Social content marketing
Look for social signals like links to latest content piece and buzz surrounding your content topics to get insight on the hot topics and prioritize those topics in your content marketing.
3 Maintain frequency of content
If you publish information regarding latest trends in industries, crucial events and key decisions and breaking news, you need maintaining a frequency of updates as your audiences demand fresh content all the time.
4 Use tiered approach
Include text, voice, images, infographics, and videos in your content pieces. It is called a tiered approach and it is easier to update different layers of content instead of replacing the entire content piece.
5 Evergreen content
Content that can stand the test of time is called evergreen. It is historical data, facts, and findings that remain useful all the time.
How successful was the Freshness update?
Since this update had little impact on websites, it went unnoticed but its result can be seen in the search queries related to time. If you search the latest news, you will find that the sites with the latest news. Websites adding value to the existing information are provided top positions on SERPs.