Evergreen Content Doesn't Rank As Well In Google When Topic Is In News
Google's Danny Sullivan responded to a complaint around why a well-researched and detailed piece of content around Gwyneth Paltrow was not ranking above the "the obvious spammy robo chat churners," as the publisher put it. The answer, having dates on fresh content is important for Google to understand the content is recent and recently updated.
Here is the original complaint on Twitter:
I wrote this to highlight how regurgitators are flooding Google. And not just the obvious spammy robo chat churners, high quality authoritative publishers have made content regurgitation a pillar of their editorial processes. AI pours fuel on the fire. https://t.co/iSyHJZPHp0
— Celebrity Net Worth (@celebnetworth) March 31, 2023
Danny Sullivan, Google's Search Liaison, a few days later, came in and gave a pretty detailed answer in the form of a Twitter thread. Ultimately, he said, "So for you (or anyone) publishing content, dates can be helpful. Helps readers know the currency of the information. Helps us understand if the content's been recently updated, especially perhaps is something is in the news."
Here is that thread:
In this example, she's in the news, so our systems will see that as newsy and fresh news content is likely do well. Your content is, of course, also in the top results even though it's not fresh. So some advice here is considering making sure it is indicated as fresh to us...
— Google SearchLiaison (@searchliaison) April 3, 2023
Now consider your main page about her net worth. There's no visible date on it. You have meta data saying when it was published and that it was modified recently, which is good but not sufficient to our news guidelines https://t.co/SwbFzZePsN pic.twitter.com/xTyLEOYttg
— Google SearchLiaison (@searchliaison) April 3, 2023
So for you (or anyone) publishing content, dates can be helpful. Helps readers know the currency of the information. Helps us understand if the content's been recently updated, especially perhaps is something is in the news.
— Google SearchLiaison (@searchliaison) April 3, 2023
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