The Myth of Google’s “Freshness”: Insights from Ahrefs
In the realm of Search Engine Optimization (SEO), you may have come across the recurring claim that Google favors “freshness.” This notion suggests that regularly updated content is rewarded with higher rankings. However, a recent study by Ahrefs challenges this popular belief, revealing insights that many in the SEO community have long suspected.
The Study Explained
Ahrefs conducted a comprehensive analysis to determine the age of top-ranking pages on Google, providing valuable statistics that can reshape our understanding of content freshness and SEO effectiveness. As discussed by Patrick Stox, the findings are thought-provoking and worth noting for anyone invested in improving their website’s visibility on search engines.
Key Findings
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Ranking Longevity: Only 1.74% of newly published pages manage to secure a spot in the top 10 search results within a year. This figure marks a significant decline from 5.7% in 2017, suggesting that newer content is less likely to achieve top rankings.
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Quick Rankings Possible: On a more positive note, 40.82% of pages that do make it to the top 10 achieve this within just one month of publication. This indicates that while freshness may not secure long-term rankings, there are opportunities for quick visibility.
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Changing Dynamics: Interestingly, the time required to rank for high-volume keywords has decreased compared to past years. However, it remains generally more challenging to achieve rankings for these high-traffic terms than for those with lower search volumes.
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Age of Top Pages: A staggering 72.9% of pages in Google’s top 10 are over three years old, a noticeable increase from 59% reported in 2017. This statistic highlights the enduring nature of established content in search engine results.
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Average Ranking Age: The average page that occupies the number one ranking spot is now five years old, a significant jump from just two years in 2017. This shift reinforces the idea that older, well-established content holds more weight in Google’s ranking algorithm.
Conclusion
The findings from Ahrefs provide a compelling narrative about the nature of content freshness and ranking dynamics on search engines. While the idea that Google favors recently updated content persists, the data indicates that longevity and established authority play crucial roles in achieving top rankings. As SEO strategies evolve, it’s essential to recognize the balance between creating new content and nurturing existing pages