Content Freshness Deep Dive

Get ready for some info about content freshness and SEO. In our first Partner Club Helpdesk video, Cara, our Partner Growth Manager, dives into the SUSO Partner Club Helpdesk – your lifeline for tackling those tricky SEO questions. We believe in agencies helping agencies, and that’s why we created this free resource.

Cara walks you through how the Helpdesk works and shares a real-life example of a partner question we recently answered. Get a sneak peek into the kind of support you can expect as a member of the SUSO Partner Club. We’ve pledged to answer any partner question within 24 hours!

Video Transcript

0:06 Today we have a question from our partners over at Sticky. They asked, “We manage a B2C financial website with around 1,800 content pages. The content is quite comprehensive, so instead of adding new pages, we focus on refreshing and updating existing ones. How many pages should we update and how often to effectively signal freshness to Google and other search engines? Any tips, pointers, or advice would be very welcomed.”

0:30 Well, Google does have a freshness algorithm, but it’s not universally applied. They have various systems to detect whether a query deserves freshness based on the need for the latest results. For example, if you searched “election result” back in October, the result you get today might be very different than what you got back then.

0:47 For your client’s website, consider how often that information actually needs to be updated. If the information is valid for one month, then it might be great to update it every month. If it’s valid for a year, then I would suggest going on that cadence.

1:02 If it hasn’t gone stale, then feel free to leave it. But if there’s a change in the industry that requires an update, I’d recommend making the update. Essentially, find the balance between keeping the information updated but without creating too much extra work for the sake of Google.

1:14 From a more tactical perspective, you can go on Google Search Console and look at which pages and queries are driving the biggest drops in impressions year-over-year and then make sure to update the content on those pages.

1:26 We’re linking a couple articles in the comments below in case you want to read a little bit more on Google’s perspective on content freshness.

1:33 If you’re an agency and you have questions regarding your client’s content from an SEO perspective, join our partner club today and get access to our free help desk.