Earlier this month I received an email from Google which made my day.  Here’s why, the search engine giant announced the freshest news possible would now show up in search results thanks to its new and improved algorithm.  Google’s Latest Algorithm update – The ‘Freshness update’ as it has been coined is supposed to affect up to 35% of search queries as the search giant aims to deliver more recent, up-to-date and relevant search results.This includes searches for recent events, industry updates, and best of all….current news items.

What does the Google Freshness update mean for your website?

The update doesn’t necessarily mean that all your older content will drop off, nor that existing historical news on your site is worthless, Google will still index older pages, however, it does mean is that you will need to update your website and blog more frequently.

These days we have more control than ever in delivering news and corporate messages directly to customers via news sites, blogs and through social media networks.  Google’s update rewards fresh and relevant content. There is no doubt that this update brings more opportunities for PR to influence your search results.

Tips for getting your content on top of the search results:

1. Update the News Section on your website – When was the last time you checked out the news section on your website? Do you even have a news section? I frequently click onto websites where the news section hasn’t been updated for months (if not years).  This represents so many missed opportunities to deliver your company messages.

Your news pages should be used to deliver fresh and frequent content to Google – and Google will now reward for it.  You can post news (make sure you optimise all your news and all your content) in the form of news releases, media coverage, articles, blog posts, images, videos, whitepapers, videoclips, case studies and much more.

2. Start a blog – Start blogging on your website about your industry and your sector.  If you already have one, update older posts and feed it into your website.  Most old posts on your blog can be updated with new information and most old content can be repurposed and freshened.  Use your blog to publish news releases industry related blog posts to capitalise on online public relations opportunities.  Feed your blog into the social networks – LinkedIn, Twitter, Facebook, Google+ with a blog you only have to publish once, then the RSS feed can be set up to do the rest. You should consider ramping up the blog’s content/editorial schedule and increase your publishing frequency to leverage the Google freshness update.

3. Social Media Marketing – Social Media is changing the way search engines work when ranking fresh content.  As soon as a new post is published on your blog, update it on all social networks instantly. This will help Google index your new content and rank you accordingly.  Make it easy for others to vote for, like or share your content by having social share buttons on each post.

4. Try out Google+ and Twitter – Google is currently using Google + and Twitter to find new content, so work on building followers and fans.  The more times your content is shared, the better it seems to Google.  Set up a Google+ Brand Page – Google loves many things but most of it loves Google and Google products. With the recent announcement of Google+ brand pages, it has never been easier to get your news content on the Google radar.

5. Create good relevant (optimised) content – Good content generates links and likes, but remember the content will only generate relevant traffic to your website if it is quality content.  Create remarkable communications – every page on your website should contain well written copy that appeals to your audience – Make sure that it appeals to existing customers by reminding them who you are, what a great product or service you provide, but also has a strong call-to-action for those prospects that will read it and want to find out more

6. Optimise & publish your communications– Ensure that your copy is optimised with content specific keywords with links to specific landing pages on the site.  Ensure that the Title Tags, Meta Description and tags all follow the main search engines guidelines. All PR and marketing communications pieces like articles and press releases through to videoclips, podcasts and case studies should be created, optimised and shared online. Publish online optimised press releases – visit www.industrytoday.co.uk you can publish to relevant sectors for free and your news will appear in Google News.

In order to maximise the opportunities that the freshness update offers, you should focus on delivering quality news and a variety of content types that searchers will like and Google will link to.  Publish quality content by ensuring that is relevant, consistent, and frequent.