Google’s freshness algorithm is out! This is a major search engine change by Google. In fact, it is more major than the last Panda Update which affected a very high number of search results. This was presented on Google’s official blog today. The announcement says that the freshness update affects up to 35% of the searches. This is huge.
As its name suggests, the freshness algorithm is aimed at bringing in results that are ‘fresh’, i.e. more updated. This is a natural move from Google, when people are so active on social networking sites like Facebook and Twitter and thus used to getting the latest updates and information. Don’t we all log into Facebook just to see what major is happening across the globe, apart from looking for the cute kitten and the annoying game requests? Well, now Google wants to be that portal.
The feature is pretty neat and should help people a lot. From an SEO perspective, I am not too sure how this will pan out since this is too early in the day. However, I think it is not that major a change for most of the internet marketing type of sites. However, don’t be surprised if one of your ‘pillar articles’ is displaced from the throne (aka first rank in Google) because Google thinks something more recent is more relevant.
This might not cause as much an uproar as Panda did in the SEO world, but it is a very important update that every blogger and internet marketer should be aware of and prepare accordingly. Also, this was important enough to get front page web coverage from New York Times which usually reserves such news to the bottom annals of technology news.
Of course Google will now need to act quickly in collecting data and determining how relevant it is to be shown in the search results on the top. This is of course not easy, but nothing Google does usually is. How this pans out in the end will be interesting to see. I think a lot of smaller sites that were designed around displaying the ‘live scores’ for example will be hurt very badly.
At this point, I would guess that fresh content will become even more important from an SEO point of view. Google doesn’t like stale information. Keeping your blog updated with quality information is one way of telling the Big G that you provide fresh and up to date content to your users. This might become even more important in the long run.
Also, if your blog has been affected by Google’s freshness algorithm, you should consider more ways to promote your blog, especially on social media which has constant updates. So for example if you want to rank high for certain live scores, you should try to provide exactly this rather than just having the keywords in your title. In addition, you might want to have a widget showing the live scores and perhaps publishing some information on to social networking sites too.
As more information becomes available, I’ll write a more detailed strategy of how you can benefit from this algorithm change and how you can protect yourself. In the meantime, I would love to hear your comments.