Our blog | equimedia

Google Freshness Algorithm Update

Written by Jonathan | 16-Nov-2011 17:21:11

Google have recently announced a new algorithm change that is intended to impact the freshness of searches. Freshness, describes how many recently created or changed pages are included in a search results page. Consequently for some queries fresher results means improved relevancy and a better user experience. Last year’s Caffeine infrastructure change makes this algorithm change possible. Caffeine allows Google to crawl, index and rank results faster. Whilst Google’s latest algorithm aims to give users more up to date results with varying degrees of freshness.

Overall Google claim that 35% of overall searches are going to be impacted in some way, more than double then before the update.

Types of searches impacted listed on the Google blog include the following:

  • Recent events or hot topics. For recent events or hot topics that begin trending on the web, you want to find the latest information immediately. Now when you search for current events like [occupy oakland protest], or for the latest news about the [nba lockout], you’ll see more high-quality pages that might only be minutes old.
  • Regularly recurring events. Some events take place on a regularly recurring basis, such as annual conferences like [ICALP] or an event like the [presidential election]. Without specifying with your keywords, it’s implied that you expect to see the most recent event, and not one from 50 years ago. There are also things that recur more frequently, so now when you’re searching for the latest [NFL scores], [dancing with the stars] results or [exxon earnings], you’ll see the latest information.
  • Frequent updates. There are also searches for information that changes often, but isn’t really a hot topic or a recurring event. For example, if you’re researching the [best slr cameras], or you’re in the market for a new car and want [subaru impreza reviews], you probably want the most up to date information.

Source: http://googleblog.blogspot.com/2011/11/giving-you-fresher-more-recent-search.html

To conclude the concept of freshness and boosting the results of fresh rankings has been around since 2007. This model named “Query Deserves Freshness” QDF for short aimed to determine what searches requires new information and what didn’t. Ultimately the answer to this problem revolved around determining if a particular query was hot, something that could be calculated by examining data from rising search volumes.

Crucially 35% change to existing results does not equal 35% improvement and we should be careful not to interpret the change this way. Over the next few days we aim to monitor the situation on behalf of clients and communicate any new developments/ observations as and when they happen.