Keeping SEO content fresh — Kyle Eng // Red Ventures

Show Notes

• 02:37
  The relevance of content freshness in a rapidly evolving Google landscape

  Content freshness remains crucial amidst Google's frequent algorithm updates. Maintaining fresh content methodically by page type and user intent will be rewarded by Google regardless of algorithm changes or not.
• 04:40
  Resourcing for content freshness needs

  Addressing content freshness requires an understanding of which pages require frequent updates based on consumer expectations. Balancing these demands often exceeds the capacity of editorial teams, prompting the exploration of AI's role in expediting the process.
• 09:17
  Red Ventures' SEO team expansion

  Red Ventures is hiring a team to help challenge outdated SEO principles using data, and build a rigorous approach toward the new world of SEO. Those interested in contributing to this mission can reach out to Kyle via LinkedIn.
• 10:04
  Taking a data first approach to SEO and content freshness

  Building a data-driven SEO team involves leveraging diverse data sources to form clear narratives, determining content cadence through internal and external insights. This involves mapping consumer intent and strategically incorporating insights to balance action and decision-making.
• 13:45
  Adopting a flexible approach to content refresh cadence

  Approaching content cadence with a mindset of flexibility and learning rather than seeking perfection yields valuable data insights. Embracing the idea that there's no one correct answer to content refresh frequency allows for iterative adjustments based on learned outcomes.
• 15:32
  Incorporating seasonality into content freshness

  Refreshing content with seasonality involves timing updates based on consumer behavior, expectations, and content relevance. Understanding these factors guides effective content updates to address seasonal trends and cater to user needs appropriately.
• 17:36
  Approaches to mapping seasonality in a content refresh strategy

  Utilize tools like Google Trends for industry-specific high-level keyword insights and data mapping. Strategic brands create their own seasonality, exemplified by Spotify Raft, or curate trends within their industry, like US News with their Best Colleges report.
• 22:03
  Signaling content freshness to users and Google

  Implementing freshness signals depends on page type and user intent. For transactional pages and time-sensitive topics, highlighting the latest date is crucial. Theres also an opportunity to challenge traditional SEO by considering device and user experience when optimizing for timestamps.