How Google Scores Fresh Content
Google Fellow Amit Singhal explains that “Different searches have different freshness needs.”
The implication is that Google measures all of your documents for freshness, then scores each page according to the type of search query. While some queries need fresh content, Google still uses old content for other queries (more on this later.)
Singhal describes the types of keyword searches most likely to require fresh content:
Recent events or hot topics: “occupy oakland protest” “nba lockout”
Regularly recurring events: “NFL scores” “dancing with the stars” “exxon earnings”
Frequent updates: “best slr cameras” “subaru impreza reviews”
Google’s patents offer incredible insight as to how web content can be evaluated using freshness signals, and rankings of that content adjusted accordingly.
Understand that these are not hard and fast rules, but rather theories consistent with patent filings, experiences of other SEOs, and experiments performed over the years. Nothing substitutes for direct experience, so use your best judgement and feel free to perform your own experiments based on the information below.
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