So you can’t update your pages (or the publish date) every day thinking that will make them ‘fresh’ and more likely to rank. Nor can you just add new pages constantly, just for the sake of having new pages, and think that gives you a freshness boost.
However, Google does have something it calls “Query Deserved Freshness (QDF)”. If there’s a search that is suddenly very popular versus its normal activity, Google will apply QDF to that term and look to see if there’s any fresh content on that topic. If there is, that new or fresh content is given a boost in search results.
The best way to think about this is a term like ‘hurricane’. If there’s no active hurricane, then the search results will likely contain listings to government and reference sites. But if there’s an active hurricane, results will change and may reflect stories, news and information about the active hurricane.
If you’ve got the right content, on the right topic when QDF hits, you may enjoy being in the top results for days or weeks. Just be aware that after that, your page might be shuffled back in search results. It’s not that you’ve done anything wrong. It’s just that the freshness boost has worn off.
Sites can take advantage of this freshness boost by producing relevant content that matches the real-time pulse of their industry.
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