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Google's new algorithm update, which takes advantage of the Caffeine infrastructure, is being said to impact 35% of searches on the web (Compared to Panda's measly 12%). Rolling out today, it's said to target "freshness" of content. :) Uh oh!

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A short, practical playbook for sites feeling the hit from freshness-focused ranking changes — targeted at posts like ’s worry about original content and ’s live-stream timing problem.

For time-sensitive pages (live scores, match streams, breaking news): publish a single, stable “event hub” URL and update it in place rather than creating lots of tiny posts. If you publish rolling text updates, mark the page with LiveBlogPosting structured data and keep the page’s visible timestamps and the schema’s dateModified / liveBlogUpdate entries accurate so crawlers see the update cadence. For streams, add VideoObject + BroadcastEvent markup and, when eligible, use Google’s Indexing API or Search Console URL inspection to prompt a fresh crawl at start/end — the API is explicitly intended for livestreams and job posts. Also make sure your sitemaps and HTTP caching headers (ETag / Last-Modified) reflect real content changes so crawlers prioritise real updates. (schema.org)

For evergreen or regularly updated content: update only when you add substantive information (not just tiny edits) and keep a clear canonical version to avoid fragmenting signals across duplicates. Use rel="canonical" consistently and monitor Search Console for which URL Google treats as canonical. Focus updates on information gain and attribution (original reporting, exclusive data, clear bylines) — quality still underpins sustainable gains even when freshness helps momentary visibility. (developers.google.com)

Quick troubleshooting checklist (use before complaining about volatility): 1) URL Inspection — check last crawl and indexing status; 2) verify canonical and robots.txt; 3) validate structured data with Rich Results Test; 4) confirm server returns 200 and updates Last-Modified/ETag on real changes; 5) when live, ensure the hub page is the same canonical URL you request to be recrawled. If live timing is make-or-break (as for ), rehearse the workflow (publish hub, enable schema, hit Request Indexing/Indexing API) before the event. (developers.google.com)

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Member Avatar for paavan123

Why Google algorithm update is not stable. What is the need of changing algorithm???

Member Avatar for komrad

Well, not only freshness, they want original contents also. It's getting harder and harder for SEO professional like me. :)

Member Avatar for M Becky

IS it original news? and how much it will effect to our site especially to new site?

Yes, Google’s freshness update was rolled out on 3rd November, 2011. http://googleblog.blogspot.com/2011/11/giving-you-fresher-more-recent-search.html
There are cases where a result that is a week old might be too old. But there may also be plenty of cases where results that are a few years old might still be useful. The algo is developed to determine the level of freshness needs for different searches. It primarily affects websites with recurring events or hot topics.
As a webmaster, if you dealing in something that requires frequent updates, it might affect you - depending the quality, value and frequency of updation.

Member Avatar for Manish Behl

I’m picking up a lot of good stuff here.

Member Avatar for SamChapman

If the search results for your chosen keywords have timestamps in them you need to be posting fresh content reguarly!

Sam Chapman
Music Live Entertainment Agency

Member Avatar for RSSeosolution

I think fresh contents are always play valuable role in SEO. Because i am listening from starting that search engines love unique and related contents and till now its true.

Thanks
RS Seo Solution

Member Avatar for datti

Yes.. Google always see Unique & Quality Content.

If you are running a fresh website, follow google webmaster guidelines.

Google Algorithm always change. They are trying to provide more quality of results.

Member Avatar for Jack_Rose

Yes .. My Page Rank also increases for my sites,...

Member Avatar for bitts1990

Hello i am running a site PR3 on which i post articles and show live stream of football matches.

Prior to the update of Google algo whenever i posted article it instantly got 1st page rankings but after the update now my articles only get top 150 rankings and after a day or two it gets top 10 rankings.

Problem is that my site has a lot of spike. Articles which i write are mostly about live streams and if my article doesnt get top 10 rankings for those 2 hours of the match then its useless for me.

Like for example search this keyword.

Liverpool vs Swansea Live Stream Free

You people will see my site WATCHPREM on first page but it was not on 1st page when the match was played.

Hope i explained my problem to best and waiting for help. Thanks in advance.

Member Avatar for savitasingh

I think fresh contents are always play valuable role in SEO. Because i am listening from starting that search engines love unique and related contents and till now its true.

Thanks
RS Seo Solution

yes i agreed with your statement and unique content is the king of the SEO.

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