Google announced last week that they are rolling out a new search algorithm change that helps make the search results “fresher” and the big news is that its going to change the results for around 35% of all searches. This is significant compared to other recent changes such as Panda, which only impacted around 12% of searches conducted.
So not only are they going to be giving fresher results to users, but this means content providers that provide more regular and relevant copy will rise to the top.
What type of searches does it impact?
Recent events or hot topics. For recent events or hot topics that begin trending on the web, you want to find the latest information immediately. Now when you search for current events like [occupy oakland protest], or for the latest news about the [nba lockout], you’ll see more high-quality pages that might only be minutes old.
Regularly recurring events. Some events take place on a regularly recurring basis, such as annual conferences like [ICALP] or an event like the [presidential election]. Without specifying with your keywords, it’s implied that you expect to see the most recent event, and not one from 50 years ago. There are also things that recur more frequently, so now when you’re searching for the latest [NFL scores], [dancing with the stars] results or [exxon earnings], you’ll see the latest information.
Frequent updates. There are also searches for information that changes often, but isn’t really a hot topic or a recurring event. For example, if you’re researching the [best slr cameras], or you’re in the market for a new car and want [subaru impreza reviews], you probably want the most up to date information.
Different searches have different freshness needs. This algorithmic improvement is designed to better understand how to differentiate between these kinds of searches and the level of freshness you need, and make sure you get the most up to the minute answers.
So in property, information about the moving process is relatively timeless, in that a blog written 12 months back is likely to be still relevant today, but a comment on the current OFT consultation needs to be fresh and applicable.
What it means is that for property websites relying on search engine visibility, content such as regularly updated blogs are about to become even more important. In contrast, those who fail to update their content regularly or create dynamic websites with original content may well end up losing ground to those companies who value online editorial output.