On November 3rd, Google announced more changes to its search algorithm. These changes give more weight to content that has been recently created. Google estimates that these changes will affect 35% of all listings. This will be especially relevant in three areas: relevant events or hot topics, regularly occurring events (annual conferences, concerts, sports), and frequently changing content (ie news and reviews).
Google has recognised that different searches have different needs. For example, if you are searching for recipes, you will still get the most relevant result and not the latest recipe that has been posted. This algorithmic improvement is supposed to provide users with the level of freshness they need and make sure they get the most up-to-date information.
Once again, businesses are being urged to create up-to-date online content such as blogs and YouTube videos to take advantage of the changes in Google’s algorithm. Starcom recommends that companies generate fresh on-line content, especially blogs. Blogs provide an opportunity to interact with consumers, and create new fresh content regularly. They are a great link building opportunity and further boost brand awareness. Businesses should regularly comment on events and issues in their industry and make sure that they are seen as the market leaders in their space. Companies that update their content regularly are more likely to be seen as authority figures in the industry as well as the SEO benefits.