Rank Fast with these Topical Authority Tactics Ep.589
In this podcast episode featuring SEO Specialist Matthew Bertram, the focus is on demystifying Topical Authority in SEO and providing actionable…
Link Building
Google Freshness and Ziplock update - #seopdocast 127
Google's "Ziploc" freshness update impacts 35% of searches, rewarding recently updated content, so site owners should update pages monthly or quarterly to stay competitive in rankings.
Key takeaways
- The Google Ziploc update targets freshness and is expected to impact 35% of searches, double the prior 17% freshness influence.
- Sites about current events, pop culture, or fast-changing industries benefit most from frequent content updates.
- Even sites without time-sensitive content should rewrite service pages, About Us pages, and homepages at least quarterly.
- Deep links from high PageRank sites carry more weight and should be targeted toward specific inner pages, not just the homepage.
- Logging out of Google or appending pws=0 to a search URL removes personalized results, giving an accurate ranking picture.
update your content anyway. Rewrite that services page. You know, update your About Us page. It's probably outdated anyway.
About this episode
This episode we talk about SEO boils down to Text, Links, Popularity, and Reputation. We also discus Google Freshness and the Ziplock update. Finally we discuss Video Search Engine Optimization in Houston. The most popular PPC Houston podcast on iTunes. E-Webstyle provides Houston SEO .
Questions this episode answers
What is the Google Ziploc update and how does it affect SEO?
The Ziploc update is an informal name for a Google algorithm change focused on freshness. It is expected to impact 35% of searches, up from the prior freshness influence of about 17%. It gives more ranking credibility to recently updated, current content, especially for queries about events, products, or rapidly changing topics.
What should I do to my website in response to the Google freshness update?
Update your content regularly, especially if your site covers current events or fast-moving industries. Even for evergreen sites, rewrite service pages, About Us pages, and homepages. The hosts recommend doing this monthly or at least quarterly. Changing headers and titles may also signal fresh content to Google.
What is freshness spam and why does it matter?
Freshness spam refers to manipulating Google's freshness signals by automatically flipping page content each time Google crawls it. The concern, raised in a Search Engine Land article, is that this could become a new form of content farming, similar to tactics that preceded the Panda update.
How do deep links from high PageRank sites help with link building?
According to the episode, deep links from high PR sites carry more weight because high PR signals high trust. The hosts also note that link building efforts should target specific inner pages of a site, not just the homepage, to pass authority to deeper content.
In their words
this new update is going to impact 35% of searches, and that the update is really about freshness, to give more credibility to freshness.
Host
links, especially deep links from a high PR site are golden. High PR indicates high trust, so the backlinks will carry more weight.
Host
there's the potential for freshness spam. Freshness spam. Yeah. So, just, you know, it's going to go back to, like, content farm.
Host
Terms defined in this episode
- Google Ziploc Update
- An informal name given to a Google algorithm update focused on rewarding fresh content, said to impact 35% of searches with no official Google name attached.
- Freshness Spam
- A manipulation tactic where site code automatically changes page content every time Google indexes it, artificially triggering freshness signals.
- Deep Links
- Backlinks that point to inner pages of a website rather than the homepage, considered especially valuable when coming from high PageRank sources.
- SEVO
- Search Engine Visitor Optimization, a website analysis approach used by the hosts at e-webstyle.com to evaluate sites from both search engine and visitor perspectives.
Full transcript is being added.
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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