Fresh Content is King

Old news:
A bunch of unique content and a high update frequency increases search engine traffic.
Quite new:
Leading crawlers to fresh content becomes super important.
Future news:
Dynamic Web sites optimized to ping SE crawlers outrank established sites across the boards.

Established methods and tools to support search engine crawlers are clever internal linkage, sitemap networks, ‘What’s new’ pages, inbound links from high ranked and often changed pages etc etc. To a limited degree they still lead crawlers to fresh and not yet spidered old content. Time to crawl and time to index are dissatisfying, because the whole system is based on pulling and depends on the search engine backend system’s ability to guess.

Look back and forth at Google: Google News, Froogle, Sitemaps and rumors on blogsearch indicate a change from progressive pulling of mass data to proactive and event driven picking of fewer fresh data. Google will never stop crawling based on guessing, but has learned how to localize fresh content in no time by making use of submissions and pings.

Blog search engines more or less perfectly fulfil the demand on popular fresh content. The blogosphere pings blog search engines, that is why they are that up to date. The blogosphere is huge and the amount of blog posts is enormous, but it is just a tiny part of the Web. Even more fresh content is still published elsewhere, and elsewhere is the playground of the major search engines, not even touched by blog search engines.

Google wants to dominate search, and currently it does. Google cannot ignore the demand on fresh and popular content, and Google cannot lower the relevancy of search results. Will Google’s future search results be ranked by sort of ‘recent relevancy’ algos? I guess not in general, but ‘recent relevancy’ is not an oxymoron, because Google can learn to determine the type of the requested information and deliver more recent or more relevant results depending on the query context and tracked user behavior. I’m speculating here, but it is plausible and Google already has developed all components necessary to assemble such an algo.

Based on the speculation above, investments in RSS technology and alike should be a wise business decision. If ‘ranking by recent relevancy’ or something similar comes true, dynamic Web sites with the bigger toolset will often outrank the established but more static organized sources of information.

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