Case Study: Can You Fake Blog Post Freshness?

Ecompromo | September 9, 2015 | SEO Resources

baseline organic traffic

Posted by anthonydnelson

This post was originally in YouMoz, and was promoted to the main blog because it provides great value and interest to our community. The author’s views are entirely his or her own and may not reflect the views of Moz, Inc.

Over the years, you’ve certainly read something about how Google loves fresh content. Perhaps you’ve read that sometimes it takes its love of freshness too far.

Now it’s the middle of 2015. Does freshness still play a significant role in how Google ranks search results?

To find out, I decided to conduct a small experiment on a blog. Specifically, I wanted to see if my test could answer the following questions:

  1. If you update a blog post’s date, will it receive a boost in the search engine results pages (SERPs)?
  2. Can you fake freshness?
  3. Do you have to make changes to the content?
  4. If there is a boost present, how long does it last?

Details of the test

  • This test was performed on 16 blog posts on the same site
  • All posts were originally published between September 2010 and March 2014. Each post was at least one year old at the time of this experiment.
  • Each post (except No. 16) …read more


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