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− | | Writer = Matt_Fielding
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− | | Name = Matt Fielding
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− | | Header = Google's%20Freshness%20Update%20Helps%20Small%20Business%SEO
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− | | Subhead =
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− | | Bitly = http://bit.ly/FreshSEOSmBiz
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− | | Date = November 15, 2011
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− | Google’s [[Learn/Google's-Farmer-Update:-What-You-Need-To-Know|Panda update]] caused havoc earlier this year, affecting 12 percent of all web searches. Now the search giant has updated its ranking algorithm with a change that's even more important for small businesses.
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− | The new Freshness Update, introduced last week, hasn’t caused nearly as much of stir as Panda. Yet it affects nearly three times as many searches – 35 percent, according to Google. It also offers even small websites the chance to outrank larger sites by favoring the freshest content on any topic.
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− | [[Image:FreshnessUpdatePic.png|300px]]
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− | While the Panda update represented a threat to some websites' rankings, the Freshness update presents an opportunity. Whereas Panda demoted sites with duplicate or minimally useful content, the Freshness update offers the potential for short-term ranking gains to sites posting new information. It can benefit even sites that haven't acquired lots of robust inbound links.
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− | Because most SEO action is reactive rather than proactive, most webmasters will miss out on this new opportunity. There’s nothing like a ranking drop to make your SEO team spring into action - but sadly, the potential for temporary rankings improvement and spiking traffic doesn't seem to motivate people as much as it should.
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− | == What the Freshness Update Means for SEO ==
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− | The Freshness update rewards:
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− | * Websites containing the latest information about events that recur regularly (annually, monthly, etc.)
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− | * Sites with up-to-date info about the latest news stories
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− | * Pages offering new information about product launches or other popular topics
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− | The Freshness update should signal the end of high rankings for:
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− | * Pages about last year’s event - for example, the Wimbledon Championships
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− | * Four-day-old reports about current news events, despite newer reports being available
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− | * Product reviews from the day of release, when more recent reviews of the same product have been published
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− | As an SEO agency, [[CustardMedia.co.uk|Custard Media]] can release a press release or publish a blog post the minute we hear about something related to a client’s product or service, and expect to see big spikes in traffic to our client's site.
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− | For smaller sites, the Freshness update offers a fantastic opportunity to compete with the big boys by offering great content on popular topics. No longer will small organisations with lower profiles have to wait weeks - or even months - to see the fruits of their link building labours before their well-made content starts bringing in traffic.
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− | What’s more, even if a spike in rankings doesn't last, the increase in traffic means that more people are now aware of your brand, as [http://www.seoptimise.com/blog/2011/11/google-freshness-update-what-it-means-for-your-brand.html SEOptimise pointed out] last week, provides great brand awareness. Once you've seen how well it can work to create good, relevant content, you'll be motivated to do it again - and again, and again. And that's how you build a bigger audience over time.
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− | The Freshness Update is a major opportunity – don’t let it pass you by.
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− | | Writer = Matt_Fielding
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− | | Name = Matt Fielding
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− | | Image = Image:MattFielding.png
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− | | AuthorWebsite = CustardMedia.com
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− | Matt Fielding is an SEO consultant at Preston-based agency [http://www.custardmedia.co.uk Custard Media], a full-service digital media agency specialising in SEO, pay-per-click and social media marketing. Offering a range of services for both small business and large organisations, [[CustardMedia.co.uk|Custard Media]] is one of the UK’s fastest-growing agencies. {{Twitter|CustardMedia}} and {{Twitter|@MattFielding198}}
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