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Is freshness an important signal for all sites?

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    >>Cutts: Hey everybody. We're back for another
    round of Webmaster Videos.
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    The very first question, the most popular
    one, with 86 votes, comes from Ivan in Canada,
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    who asks: "Google has expressed in the past
    that frequently updated pages get a boost
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    in rankings (QDF), that seems to favor blogs
    and news sites over company sites, which have
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    less reason to be updated often. How important
    of a signal is 'freshness'?"
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    So there's a little bit of an interesting
    twist in this question, where, it's not just
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    the case that just because something is frequently
    updated in terms of the pages on your blog
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    or on your site that you automatically should be ranking higher
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    so I wouldn't have that interpretation of
    freshness. Go back to what Andrei Broder wrote
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    a long time ago in terms of thinking about
    the types of searches that people do. He wrote
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    that searches could be navigational, they
    could be informational, or they could be transactional.
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    And that expresses a lot of what people are
    looking for. Navigational, they might
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    search for HP or IBM, they're looking for the home
    page. Informational, they're looking for how
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    to actually do something, whether
    it's diagnosing the toilet or setting the
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    default printer in Firefox, whatever. Transactional,
    they might be shopping, they might be looking
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    for products.
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    But that's just a very broad hierarchy. If
    you really drill down more, you'll see that
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    sometimes people are looking for something
    that's fresh-seeking. So if you're searching
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    for an earthquake, or some event
    that just happened, that would be QDF. That
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    would be a query that deserves freshness.
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    That's what QDF stands for whenever Amit Singhal
    talked about it. But not every query deserves
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    freshness. So if it's a navigational thing,
    if it's evergreen content. Sometimes people
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    are looking for long form content or doing
    more research. Then freshness wouldn't be
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    counted as that much.
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    So we have over 200 signals that we use, and
    the thing that I would not do, the pitfall,
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    the trap that I would not fall into, is saying
    "OK, I have to have fresh content. Therefore
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    I'm going to randomly change a few words on
    my pages every day. And I'll change the byline
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    date so that it looks like I have fresh content."
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    That's not the sort of thing that's more likely
    to actually lead to higher rankings. And if
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    you're not in an area about news, if you're
    not in a sort of niche or topic area that
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    really deserves a lot of fresh stuff, then
    that's probably not something you need to
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    worry about at all.
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    There will always be some SEO events,
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    but there's some content that's evergreen,
    that lasts and stands the test of time, and
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    it might be better to work on those sort of
    articles than just trying to jump onto whatever's
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    on the top of Techmeme or whatever the story
    du jour is.
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    So that's a little bit of a way to think about
    it. I wouldn't spend so much time thinking
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    about freshness, just because it's one of
    the over 200 signals, that you sort of miss
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    out on all the other signals.
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    Now, if you're in a hot breaking area where you're competing with in Engadget,
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    The Verge, if you write about video
    games, there's a lot of topical breaking
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    news, then it is good to try to be fresh and
    make sure that you have content that's especially
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    relevant.
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    But it's not the sort of thing where you need
    to worry about making sure that you're
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    re-writing your pages or changing words on
    your page just so you look fresh. So Google
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    is relatively good about trying to suss out
    when it's more helpful to be fresh, and when
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    it's just the sort of regular search
    where the web pages that were good yesterday
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    were also good today.
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    Hope that helps.
Title:
Is freshness an important signal for all sites?
Description:

Google has expressed in the past that frequently updated pages get a boost in rankings (QDF), that seems to favor blogs and news sites over company sites, which have less reason to be updated often. How important of a signal is "freshness"?
Ivan, Canada

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Video Language:
English
Team:
Google Webmasters
Projekt:
WebmasterHelp
Duration:
03:32

English subtitles

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