Every Friday, Moz.com comes out with fresh material for “Whiteboard Friday.” The latest one to come out was particularly interesting.
Rand Fishkin pointed out something both helpful and disturbing about Google: that Google ranks fresher content over older content that may be more valuable.
In short, here are some highlights from the talk:
Google is biasing to show recently published results.
1. If you have some old content… consider an update. This has been done several times with a lot of success.
2. If you want to republish old content on your blog post without getting penalized for duplicate content, you have two options:
a. Do a 301 redirect. However, if you are worried that the posts might lose value as they are outside of an RSS feed,
b. Create the new post, and set the new URL in the ‘rel=”canonical”‘ tag of the old URL. This will tell Google that you’re not just doing duplicate content, and that you (presumably) have something new to offer.
3. Create a regularly updated series of articles based on the same keyword term. This will show Google new content at the same site and same keyword. Perfect example: in the sports world, everything gets updated regularly. If you do a search on a player, such as “Jose Bautista Steroids,” you will get the latest news on that player as of the hour.
4. When doing research on keyword phrases, check your SERPs, and also check out newer tranding versions of those keyword on Google Trends, Uber Suggest (which scrapes Google’s suggest results), and News sites. Aggregators like Reddit and alltop, and social sites like Facebook and Twitter will give you an idea of they keyword terms to focus on. Alternatives to Google Trends include Double Click Ad Planner and Fresh Web Explorer (part of Moz Analytics).
5. Some rules for fresh content:
a. Fresh content doesn’t just mean recycling and republishing. While short-term, you can take advantage of this simply by republishing similar content again and again, this is strongly advised against. You don’t want to risk getting caught by Panda. Too dangerous.
b. Make sure you are serving the user’s intent. Don’t just optimize a keyword term for an article that just shows a list of cool items. Or, in the example of the blog, someone searching for a Shakespeare transcript, finding your article and then seeing a list of transcripts – not what the person was looking for.
c. Beware of abusing dates! Black/Gray hat SEO’s have been doing this with moderate success in the posts and comments. However, Google will eventually catch on – it has on other previous tried and true methods.
Personal Comments on Google and Fresh Content for SEO SERP Rankings
That’s it for now. Our personal advice on this topic is: let’s say you are a site with a blog. On your site, you have specific pages with SEO rankings. Try to add RSS feeds of specific SEO posts on your blog onto the page you are trying to rank higher. That way, your intended SEO page will always have fresh content for Google to indes.