On November 3rd 2011 Google Officially Announced a change to their algorithm said to impact at least 35% of web searches. The change is intended to update the order to deliver “real time” or more up-to-date search results relevant to the topic being searched. They are particularly focused on the type of search and will be providing the freshest information available on things like recent events, current reviews, hot topics and breaking news.
The updated Google algorithm is going to weigh the different types of searches and serve up your results based on their internal decision as to whether that search justifies a fresh result. For example, a popular how to blog on training your dog may still be relevant and end up being served at the top for related searches – no matter how old the content (think “how to house train a dog” “puppy house training”). However, breaking news such as something related to brand new technology, will always be served up higher in the results, driving down older listings – even if they are still popular and relevant.
Searches on recent news and events will now show at the top of the results even if they are only minutes old. For popular, recurring events, such as the Superbowl, the Grammy’s, the Presidential Election, etc Google assumes you are more interested in the recent information posted on the subject – even if you don’t specifically search that way.
THIS IS BIG FOR MARKETERS and BUSINESSES WHO RELY ON ORGANIC SEARCH!
This means that people don’t have to search for things like “current”, “2011”, “news”, etc, those terms will be assumed.
If I type in “Michael Jackson” – I am going to receive the latest news on the Jackson Trail because of its current newsworthiness, even though I didn’t include “news” “trial” “death” or anything related in my search.
Content that is regularly updated, such as consumer reviews will also be featured up top, above the other organic listings.
This algorithm “freshness update” is an expansion from the Caffeine update Google launched last year. The launch of Caffeine helped Google index content quicker so they could serve up real time information to the public quicker as well. Of course there was also the Google Panda algorithm update, which had a different affect on content – it was meant to detect poor quality, older content and decrease the Google results for this type of content.
With the devaluing of older, unpopular content and the additional value placed on fresh, up-to-date content on popular subjects – it’s pretty clear that there will be a substantial change to the way the general public receives their information from Google. The new algorithm update alone is said to impact 35% of search results! That’s HUGE!
What does this mean for you?
As a business who depends on organic search engine traffic it’s even more important than it was before that you keep your site fresh with current information relevant to your business and what is happening in your industry now! Content has always been king – but now FRESH content is king. We recommend keeping your blog up to date, adding client testimonials, your monthly company newsletter, new images and videos; anything to keep the content on your site fresh.
For more advice or a custom strategy – give us a call: 800-871-4130