What is this Google Freshness Update?
What are your thoughts on the latest freshness update? How do you think it will affect large brands? Could brands use this to their advantage by creating content around a hot topic or event to generate a short-term traffic boost?
Recently Google released another algorithm update, which has affected 35% of searches. This newly named ‘freshness update‘ is built on the ‘caffeine update’, which was launched last year.
The latest algorithm content upholds the following:
- Shows the lasted information on hot topics, breaking news and trending stories
- Identify the very latest information on product releases, information product and reviews and
- Provides the latest information on regular and upcoming events including General Elections, concerts, Olympics and more
What it means for your Brand?
The majority of brands don’t have a significant effect on their current rankings, especially those that are targeting very generic terms like “tents” and “car insurance”. These terms are not generally in the news or terms that would be considered hot topics but are more in research queries.
The issue is of the brand’s targeting on the key phrases that are constantly producing new content, such as releases and product reviews. Brand needs to devise a content strategy around specific product keywords to ensure that the very latest information is available to the user. The traffic is generated and might provide links to help the page sustain some rankings in the future, which also creates an increase in revenue from new visitors.
All this at the moment is theory, but could it be potentially used as a short term tactic! We all are keen to know.