So it’s been one week since the latest algorithm update – the “freshness” update.

In that week, we’ve been able to do a lot of testing and researching, making many aspects of the algorithm more transparent. 

In this week’s article, we’ll be going over in-depth details on the algorithm, including what queries are affected, which types of websites need to be on the lookout for changes, and finally, we’ll outline a new content strategy you can use to utilize the freshness update starting today.

So let’s dive in!

The Query Deserves Freshness Metric

A few years ago, Google revealed a new metric they used to determine rankings in the search engine positions. This metric was called “query deserves freshness” (QRD).

On the web, there are some niches that require constant updates. There are some niches that are virtually timeless. For this reason, Google developed QRD to help show more relevant results in the niches that require constant refreshing.

The Freshness Update is a continuation of this process. Of course, by now it’s a lot more refined. But still, keep this idea in mind when considering the new update. If your website’s in a timeless niche, it’s unlikely this update will affect your rankings at all. On the other hand, if your website does deserve freshness, it’s time to update your content strategies.

Think Queries – Not Keywords

When Google rolled out the Freshness Update, they said it would affect around 35% of search queries.

Now, when most SEO’s looked at this number, they were shocked – after all, the Panda Update completely changed the way the search engine positions looked, and that only affected 15% of search results!

But here’s the thing: there are a significant amount of queries that have to do with the same keywords.

For example, if it was Superbowl Sunday, you’d expect a ton of people to be searching for “Superbowl scores.” These are all search queries under just a few specific types of keywords.

So what does this all mean? It means although 35% of search queries are affected by the algorithm update, you probably won’t see drastic changes in the majority of your searches – unless you commonly search for keywords that deserve freshness.

So What Deserves Freshness?

Fortunately, unlike the Panda Update, Google’s intentions are a bit more clear for the Freshness Update. It’s fairly easy to determine what types of websites deserve freshness.

Here are a few examples:

  • Sports Queries (Basketball, Football, Hockey, etc)
  • TV Show Queries (American Idol)
  • Political Queries (Presidential polls, candidate updates)
  • Celebrity Queries 

These are all niches that are continually being updated. As a result, the new Freshness Update will affect each of these niches in a very big way. For proof of this, just try a search in one of the related niches.

For example, if you search “Justin Bieber,” you’ll get a large chunk of fresh content – often uploaded mere hours before you searched.

Developing a New Content Strategy

So, first things first, if you’re not in one of the niches that deserve freshness, this algorithm change will probably do little to change your overall rankings.

However, if you’re in a niche that’s continually changing, you need to do some serious content re-haul.

Here’s how it works:

Say you have a website on the TV show, American Idol. An episode airs and you write an article on it hours after the episode’s over. As a result, you appear on the first page of Google, due to your website being updated quickly.

Next time the show airs, though, your website will be gone from the rankings. Why? That information is no longer relevant. That information is no longer fresh. 

If you’re in a niche that’s continually being updated, you must stay on top of your content. If you fail to constantly update it, you’ll likely see your rankings removed from the first page.

For More Updates on Google

Within the last few years, we’ve seen Google do some major reworking. And the updates are getting closer and closer together.

In order to stay competitive in the search engine positions, you must understand the latest algorithm updates. If you fail to keep up on the news, your website will flounder while your competitor’s skyrocket to the #1 position.

If you’d like to be constantly updated on whatever Google’s doing at any given time, just go on over to our Facebook page and click “like.” That way, whenever we publish a new article, it’ll be displayed on your Facebook wall!

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