If you have the choice between a fresh, deliciously smelling bread from your favourite bakery and the loaf from last week forgotten in the bread box – which one do you prefer? If your answer is variant 1, you tick like probably the majority of all bread friends – and by the way also like Google, since you decide for the “fresh product”. But what does this mean in the context of search engines and what do you as content manager, SEO or editor have to pay attention to?
What does Google’s Content Freshness mean?
Since the Freshness update a few years ago, Google has changed its algorithm to list current search results before outdated ones. It doesn’t matter whether the page was newly created or not, but how up-to-date it is. If content is refreshed, it is likely to be up to date and therefore more relevant to the reader than older texts that may contain outdated information.
This is how important Content Freshness is in E-Commerce
We did the test and searched Google for “What’s the best 55 inch TV?”. The search result:
The first 3 organic search results all date from 2019 and are therefore no more than 4 months old. Coincidence? Probably not. By displaying current content, Google helps the user to find his way around and to find a current test report.
This means for online shops: An update of the product texts is enormously important in order to be classified by Google as a relevant provider. Whoever has been promoting the iPhone 5 or the 42 inch Full HD TV in his product text as a high-end product for 3 years, not only confuses the reader, but also becomes more and more irrelevant for Google in the course of time. This is also shown in the following graphic:
How do I manage to update my content regularly?
Updating texts manually is not only annoying, but also time-consuming. New products are added and new content is needed, so there is not enough time to take care of the stock assortment. This is where automated text creation can help: You create a set of rules for a product division once and then generate texts for each product fully automatically – now and in the future. If technologies develop further, you adapt the set of rules at one point and then generate all texts again afterwards with the update you have made.
The quality of these texts is consistently high because you provide the input yourself. And thanks to various text variance features, you can ensure that no text sounds the same.
No more outdated content – Scale your content production and start your Free Trial!