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Increasingly Google is displaying results for their ‘freshness’ even though the results may not otherwise have the power to rank. This opens up some opportunities for SEOs and to optimise towards this bias. Do this with these tactics:

1. Focus new content on keywords that you are finding fresh results displaying for.

2. Edit existing content to include newer content and then re-promote and publish it. Deciding whether to redirect or use the existing the URL can be tricky. Rand usually approaches this by using the existing URL for general website content and then a redirect for pages such as news and blogs.

3. If you find continually fresh results displaying for a certain keyword, consider writing a regular piece on a the topic/keyword or having content that’s continually updated.

4. To find these keywords that Google particularly biases freshness for, use things such as Google trends, Ubersuggest, news sites, Reddit, Alltop, social media, Doubleclick ad planner and Moz’s Freshweb Explorer. 

Though this poses great SEO opportunities, Rand warns not to seek to ‘abuse’ the freshness bias. Instead Rand encourages SEOs to to provide value through up to date information and provides these rules for SEOs:

  • Continue to produce content that is also unique, valuable and useful as well as being fresh. The freshness bias is only an additional ranking factor on top of other factors so make sure your content is competitive in the SERPs on a variety of levels. Stay up to date with trends around topics/keywords you’re looking to rank for to better understand and serve user-intent.
  • Getting included in Google News can help as well as RSS feeds and social sharing
  • Google has been seen to give the freshness bias to content that may be older but with recent content, or simply a changed date of publication on the post. If these things happen naturally, let it be, however, Rand warns not to manipulate this by intentionally changing dates or seeking new comments – you’re bound to get caught.