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Blue Hat Technique #13 - Maintaining Your Rank By Manipulating Freshness Factors

Posted By Eli On August 25, 2006 @ 7:09 pm In Blue Hat Techniques | 163 Comments

The Google Patent talks explicitly about the freshness factor and it’s importance. More importantly it talks about staleness being a factor in the rankings. This concept is understood to be true for not only Google but Yahoo and MSN as well. It mentions that not all sites in a niche need to be updated consistantly. Some niches require more freshness while others require less. This naturally raises the question; how often should my site be updated for my niche? Too much and you could potentially hurt your rankings, too little and you will slowly loose the rank you worked so hard for.One particular site of mine raised this question for me. It’s a site that is 100% static and virtually never gets updated. It would exibit some strange qualities in the organics that none of my other sites would. It would rank in the top 10 for all of it’s terms then slowly as weeks would roll by it would eventually drop into the bottom 30. I naturally considered the freshness factor. So I made a slight change to the title and added one page of content, linked to on the main page. Within 48 hours the site dropped out of site in the rankings(100+ in Google, 70+ in Yahoo, and out of the top 300 in MSN). This fustrated me but instead of changing it back I stuck with it. A week later it rose back up to the top 10. I was like COOl. So I let it be and about 4 months down the road it started slowly dropping again. so I once again made a slight change to the title and added one page of content. Same exact thing happened. This forced me to further examine the pattern being displayed in an attempt to mimic it.

Obviously the search engines must get their data from somewhere to determine how fresh your site should be so I took a close look at the competition in the niche. For a few weeks I studied their cached dates in the organics to see how often they were updated in the engines. There was a slight pattern between the frequency of the cached pages and the frequency of their updates. Which spurred me to investigate that in a whole new light which I documented in my [1] Oregon.gov. So if you got a site that holds high rankings for a term you don’t want to loose, but you see it slowly start to trickle down the serps, you may want to take a closer look at the freshness factor. Determine which of your competitors are holding the steadiest rankings. Add them all to a list. Take a look at the sites themselves. Many of them may date their newly added content. See if you can determine how often they update. Make up an average of the sites in the top 5 and an average of the sites in the bottom 10. Then look at the sites in the consistant bottom 30’s. More often than not these rankings are usually held for the sites that are of quality SEO, but are determined too stale to rank in the top 10. Attempt to make a prediction on how often your site should be updated. Then make a prediction on how large your update should be. If you’re unsure on how large it should be play it safe and make it very small. Remember any title change forces the SE’s to reevaluate your site’s topic. This is a good thing and a bad thing. Typically the engines will drop you down on the rankings while they make the new evaluations, but you are sure to come back up if they determine it’s of the same topic. This will cause your staleness factor to drop to 0 and your freshness to be high again. Make sure to note your rank at this point. This will be your target on every update.
I know this behavior in the SERPS causes many webmasters to bang their head furiously, but if you just sit back and watch carefully what is happening with your site you are much more able to make an intelligent decision. Most newbie webmasters, when they see this effect happening on their site, they panic and redo the entire site. This is definitely the WRONG MOVE. Even if you think you’ve been sandboxed remember: You deserved top 10 rankings at one point, there is no reason why it shouldn’t deserve it again. Be patient, be smart, and use your knowledge of the freshness factors to maintain your rank.


163 Comments To "Blue Hat Technique #13 - Maintaining Your Rank By Manipulating Freshness Factors"

#1 Comment By Robby On August 28, 2006 @ 6:50 am

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#2 Comment By salberta On September 18, 2006 @ 12:19 am

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Just love your site. Your comments on situations are refreshing and just damn funny at times. I like your veiws on the SEO thing. Would just love to go to one of the conferences with you…..

Keep it commin
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#3 Comment By GlobalWarming Awareness2007 On January 24, 2007 @ 12:09 am

I wonder what made wikipedia give in and add nofollow to their links, the globalwarming awareness2007 seo contest or your site ;]

#4 Comment By Calvin Froedge On August 17, 2007 @ 12:45 am

I’m trying to rank for ‘day trading online,’ ‘day trading strategy,’ etc., what would the relative freshness factor be on this?

#5 Comment By Calvin Froedge On August 17, 2007 @ 12:46 am

Let me verify…how would I determine this?

#6 Comment By neil strauss On January 23, 2008 @ 7:29 am

I have seen this happen to some of my pages. It would go down and up for a few days and then end up higher than it used to be.

#7 Comment By OBP On February 24, 2008 @ 6:05 pm

Guys why dont u use RSS feed, related to ur niche.

YOu get everyday fresh content, or more often.

#8 Comment By beussery On March 3, 2008 @ 10:56 pm

No need to even change the content, simply “re-ftping” works too!

#9 Comment By Florian On June 30, 2008 @ 5:12 am

Nope, reuploading will only update the filedate which isn’t sufficient, since the SEs do not only compare the date, but check for actual changes in the content.

#10 Comment By ¤¤ GooZor ¤¤ On October 4, 2008 @ 3:22 am

I will try to absorb all this neat ideas this week. Thanks.

#11 Comment By seo uk On March 3, 2009 @ 6:24 am

unique content and regular updation are the most necessary things for maintaining a good ranking.once your page is best optimized for your keywords most of the battle is won. after that its just building backlinks by commenting, ezine article publication. the more quality backlinks you manage with keyword as the anchor text more improvement you will see in your rankings for your keyword.

its very important to add fresh content as mentioned by tom above, google dont like stale content and as per my experience its good to add some info to every page once in a month to improve brand value before google.

ur offpage compaign is a wastage if dont have good content in your website. this is the reason why some low pr pages top in ranking defeating high pr pages on google.

#12 Comment By forex faculty On March 7, 2009 @ 9:28 am

Great tips ELi. Absolutely love it.

#13 Comment By Shop Fitting On March 17, 2009 @ 12:40 am

I do agree you need to constantly have good fresh content on your website.

#14 Comment By ENT Doctor On March 18, 2009 @ 9:55 am

I should buy you lunch for this info alone.

#15 Comment By ENT Doctor On March 18, 2009 @ 9:58 am

This is an awesome article.

#16 Comment By Georgyone On March 23, 2009 @ 9:17 am

Thanks for the tips.
G.

#17 Comment By rufman On March 28, 2009 @ 10:00 pm

I agree, I try to keep my site fresh.

#18 Comment By rufman On March 28, 2009 @ 10:00 pm

after reading this again, I just realized, if I am in a niche field, maybe I don’t need to keep it as fresh, maybe?

#19 Comment By copywriting agency On April 1, 2009 @ 9:57 am

Well written you seem to know much of SEO and you are surely a skilled person .

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How did you compile this informative article! That’s really good stuffs.
Well done!

#21 Comment By Gry dla Dzieci On April 3, 2009 @ 6:05 am

Well, well , time to read all these comments

#22 Comment By bewegaleri On April 5, 2009 @ 9:08 pm

it’s amazing how you can serve this great article.

#23 Comment By Computer Memory On April 5, 2009 @ 10:03 pm

I agree with you. To be fresh and good one, everything needs renovation.

#24 Comment By sulumits retsambew On April 6, 2009 @ 11:26 pm

That’s really cool. Thanx you sharing your idea. I believe Blue Hat Technique will be useful for me to ride up my site rank. I will try to do that.

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#25 Comment By Spy Shop On April 20, 2009 @ 10:38 am

Great advice! This recently happened to me when I changed from wp ecommerce to magento. I panicked at first because the site dropped way off. However, it came back much stronger than before.

#26 Comment By Villas In Seminyak On May 21, 2009 @ 2:46 am

Great idea thanks for sharing..

#27 Comment By Weight loss pills reviews On May 22, 2009 @ 7:03 pm

Wow great read… Didn’t know about this freshness factor and possible dating your posts.

I’ll be spending some time on this blog definitely :)

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im vote for this articles

Genius

#29 Comment By Suzy On June 17, 2009 @ 11:38 am

Seriously, this math question is pissing me off. I know simple arithmetic. WTF?

#30 Comment By Spy Shopper On July 1, 2009 @ 12:57 am

A good tip is to spread all the info you have over time. Do you have 3 articles, spread them overal several days instead posting them all at once. When building product pages, spread it over several days as well. It just requires some extra planning.

#31 Comment By weight loss diets On September 6, 2009 @ 2:23 pm

Well,google and other machines love free content so i think this can work

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Is it just important factor, or is it necessary?

#33 Comment By cashing at home On September 20, 2009 @ 11:17 pm

A win-win situation for you and google, and yes this is an important factor

#34 Comment By Garden Netting On October 30, 2009 @ 6:29 am

Great tips as usual :)

#35 Comment By العاب بنات On November 23, 2009 @ 2:16 pm

Great tips as usual

#36 Comment By Teen Forums On November 25, 2009 @ 12:52 pm

This is all good and useful, I think I’m going to think of a way to get my updates every few days, automatically of course :)

#37 Comment By Everest Software On December 5, 2009 @ 3:17 am

Great post. Actually I am using these techniques to optimise my website.

#38 Comment By link building company On December 5, 2009 @ 3:20 am

You also need to make use of long tail search and with enought pages this can bring in good traffic to your site.

#39 Comment By link building company On December 5, 2009 @ 3:21 am

It is a numbers game and you are not always going to be successful chasing the top most competitive words.

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very helpful article, especially for me.
I always have problem with page sculpting, it blows my head … Y_Y

#41 Comment By content writing india On April 9, 2010 @ 5:21 am

thanks for telling tips. i am not in seo but i am doing it by myself for my website. hope your tips make my website rank good and maintained. we are on 13 for content writing india. thanks again.

#42 Comment By Gary On July 18, 2010 @ 9:15 pm

Nice post Eli. After much testing I have come to the conclusion that original and updated content are only a tiny small factor in rankings. It’s all about those damn links!

#43 Comment By dunfermline dentist On July 19, 2010 @ 3:02 pm

Really loving everything you write Eli. Not sure if the freshness factor will come into play too much in my situation (single page site, entirely static, just trying to beat a single competitor for a niche search term), but it’s really interesting to learn.

-Andrew

#44 Comment By Web Developer On July 22, 2010 @ 4:10 am

We notice the same thing with our company blog which has a PR6. It has enough power to get top rankings within minutes of being posted but after a few days it starts to slide down to over 100+. It does bring in a whole lot of traffic in that time though.

#45 Comment By The Woodlands Homes On August 7, 2010 @ 8:34 pm

This was a great post. I have been looking for a good article on content freshness. I definitely need to start adding new content on my site.

#46 Comment By webdesign On August 9, 2010 @ 3:22 am

It is a numbers game and you are not always going to be successful chasing the top most competitive words.

#47 Comment By ipad prijs On August 9, 2010 @ 3:23 am

Keep on the good job! This was a great post.

#48 Comment By PLR Pete On August 11, 2010 @ 11:27 am

Andrew, you could easily add a blog to your site and set it up to post a new article about your topic each week. You don’t even need to link to the blog from the main site, but the blog will help you rank for even more long tail keywords that you wouldn’t have otherwise ranked for.

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#66 Comment By pandora On December 17, 2010 @ 2:03 am

This is a good thing and a bad thing. Typically the engines will drop you down on the rankings while they make the new evaluations, but you are sure to come back up if they determine it’s of the same topic. This will cause your staleness factor to drop to 0 and your freshness to be high again.

#67 Comment By Headstones On December 27, 2010 @ 6:45 pm

Great article, completely agree with it too- i have noticed moves in SERP’s for just adding a new blog entry. Not sure why a site would be penalized for updating too frequently- what about news sites?

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The more often you update your page, the more often SE’s will crawl it organically, checking your content and moving it hopefully always up to a higher place. If you don’t update your content often, SE’s will index your page once a month or even less, meaning any changes you have done will not be quickly recognized by SE’s, unless you ping it. So it is good to update your content more often. But of course, the links are the king.

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Search engines like new content added often so I try to update pages regularly. Thank you for your tips, never thought that too often might be an issue as well.

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How do i know whether my site needs to be refreshed and updated? Will google specifically drop me down the rankings if i don’t constantly update my website?

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“No need to even change the content, simply “re-ftping” works too!”

Or you can do a little redesign. Forming text, headers (bold, h1, etc…).

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#96 Comment By William On September 7, 2011 @ 8:27 am

It would be interesting to know the full impact of this “freshness factor”. I feels like Google seems to favor old posts (if we exclude news) in SERP. I personally don’t believe it is so important, even though I don’t think you should ignore it.

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Could you please extend them a bit from next time? Thanks for the post.

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I am relatively new to the world of web marketing and do not fully understand why my sites go up and down in the rankings. Some of the points you make about freshness factors is interesting as I have had similar experiences

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It mentions that not all sites in a niche need to be updated consistantly. Some niches require more freshness while others require less.

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I know this behavior in the SERPS causes many webmasters to bang their head furiously, but if you just sit back and watch carefully what is happening with your site you are much more able to make an intelligent decision.

#142 Comment By Daniel On January 12, 2013 @ 3:15 am

Raising your pagerank by consistently updating the pages on your website is a very effective strategy. Consistently updating a website’s pages can help it to consistenty rise in the SERPs for targeted keywords quite quickly!

#143 Comment By the stork club On January 14, 2013 @ 11:35 pm

i hope you can add more techniques for manipulating freshness factors

#144 Comment By Chadlevin On January 28, 2013 @ 6:24 pm

All search engines have its own different algorithms for website search results but unique and creative contents affect website’s fluctuating ranking on search engines. Great content always attracts more crawlers to the website.

#145 Comment By swathi On January 30, 2013 @ 2:38 am

very nice post i like it.

#146 Comment By visiblexposure.com/westpalmbeachseo On February 17, 2013 @ 9:29 am

Obviously the search engines must get their data from somewhere to determine how fresh your site should be so I took a close look at the competition in the niche.

#147 Comment By Internet Marketing On March 1, 2013 @ 12:41 am

That’s the art of the search engines. They are so unpredictable.

#148 Comment By autoshipping.cc/autotransportleads On March 4, 2013 @ 11:01 pm

auto transport leads deserved top 10 rankings at one point, there is no reason why it shouldn’t deserve it again.

#149 Comment By Vindicating Michael On March 19, 2013 @ 10:16 am

I love this idea. I’ve been trying to come up with a way to monetize my own search site and this is great!

#150 Comment By Goodman AC On March 19, 2013 @ 8:55 pm

Blue hat SEO is an interesting concept. You’re right…SERPS can really get under my skin!

#151 Comment By Goodman Air Conditioner On March 19, 2013 @ 8:57 pm

Archive is an amazing site for research. Great info…thanks for spreading some useful tips.

#152 Comment By styrofoam On April 4, 2013 @ 5:46 am

Such skills are no longer taught in this country, largely as a result of having to teach to standardized tests.

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#154 Comment By POLISH POTTERY BOLESLAWIEC On April 17, 2013 @ 11:56 pm

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#155 Comment By Crocuss On April 18, 2013 @ 12:26 pm

Really Great article ! I will get lots of good and informative information from this post, Blue hat SEO is an interesting concept . Thanks for sharing this with your readers.

#156 Comment By Miami SEO visiblexposure On April 22, 2013 @ 6:01 pm

The Google Patent talks explicitly about the freshness factor and it’s importance.

#157 Comment By adventure-tours-travels.com On April 25, 2013 @ 11:00 pm

I appreciate the plug you gave to my film ‘Looking for Mr Gill’. I hope it does not provoke a rush of films on the village. My neighbours have done their bit for cinema! As you will imagine I am actively looking for opportunities to screen the film internationally and make copies available for private screening, research and education. Any suggestions and / or introdcutions welcomed. Kind regards,

#158 Comment By airlinetravelfares.com On April 25, 2013 @ 11:04 pm

You actually make it appear so easy with your performance but I find this affair to be actually something which I think I would never comprehend. It seems too complex and extremely broad for me.

#159 Comment By aviation-airplanes.com On April 25, 2013 @ 11:05 pm

I read the study to cast doubt on the suggestion that Americans actually believe in the Giant Man in the Sky more than Europeans do. Americans just have a greater incentive to SAY they do.

#160 Comment By bed-breakfastravel.us On April 25, 2013 @ 11:05 pm

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#161 Comment By business-leisures-travel.com On April 25, 2013 @ 11:06 pm

That was pity tough competition,however the winner truly deserved this award as their was excellent,one which is a creative one and welcomed by larger.Thanks same feeling. Tradzik Scrum is for management people who do not have programming experience, not for programmer. Those people also need programmers to divide tasks and estimate time.For sure many student don’t want that ROTC to be included on their university, and if they imposed it mandatory,

#162 Comment By www.alternativetreatmentsarticles.com On May 8, 2013 @ 9:38 pm

An exciting element of blog feedback is the fact that individuals who keep feedback on your website can also keep hyperlinks to other weblogs or websites or their own weblogs to further the conversation. These hyperlinks can be an excellent source to help you find new weblogs to read, like-minded blog writers, and new publish ideas.

#163 Comment By bar back On May 8, 2013 @ 11:05 pm

freshness factor indeed is key to ranking


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