Today’s question is, “What criteria does Google look at when they are trying to figure out the last time a blog post or article was updated?”
“I have some blog posts that need updating. Some need a few tweaks. Others need major overhauls.”
“But I need to know what they are looking for when reconsidering the content of the page. Right now, we’re submitting them manually. We’ve heard that newer content gets a SEO boost.”
So is that true? If you change the publish date of a blog post, does Google look at it differently? Does it get a SEO boost?
How Does Google Crawl Previously Indexed Content?
Google checks your pages against the last version it crawled and indexed. If the page changed, that new version of the page will be indexed.
How often does Google crawl your website?
It depends on how often you publish new pages. Most websites are crawled by Googlebot at least once a month. If you publish material on a consistent basis, that usually tells Googlebot to crawl your website more often.
Major media or new sites that publish several times per day will be visited by Googlebot every day.
A lot depends on the crawl budget for your website as well.
What Is the Crawl Budget?
The more important or popular your website is, the longer Googlebot will spend crawling the site when it visits. This is why page speed is important, besides making the site more user-friendly. The faster Googlebot can crawl and index pages on a large site, the more often the content will be updated in the Google index.
If you’ve ever seen old versions of your pages in Google search results, this is one reason. Every time you make a change to a page, Googlebot still has to come to your website, and crawl the new version of the page. It doesn’t happen instantaneously.
Googlebot has so much time allocated for each website on it’s regular itinerary. The more you publish, the more popular the site, the faster the pages render, the more often changed pages will be updated in the Google index — which is the pool of web pages that the search results are drawn from.
The Modified Date and Published Date
One of the things that your website may or may not output in Structured Data are the published and the modified dates. You can test pages on your own website by using Google’s Structured Data Testing Tool. Below is a screenshot of a recent article published on this website.
Every website, Content Management System (CMS), or WordPress theme will be slightly different, but what Google looks for are the original date the page was published, and the date it was last modified.
Sometimes, in search results, you may see either the original publish date, or the date the article was last modified, if the page outputs Structured Data.
If there is no Structured Data to go by, Google will compare the page to the last version it encountered.
Content “Freshness” and SEO
Content freshness was something many people said affected the SEO of a website in years past. So, sometimes people will change the publish date of an article in order to make Google think the article is newer, even if no changes have been made to the page.
Google will compare the last version of the page to the version it recently crawled. So changing the date without changing the content of the page is not going to “boost” your SEO.
You would have to make significant changes to the page in order to improve it, to make it rank higher.
Best Practices for Publishing Content
To make Google see your site as authoritative, it is better to publish in-depth content on a consistent basis, rather than short articles on a daily basis.
Creating articles or resource pages that answer questions in depth usually rank better than short articles published “just to publish something”.
Changing the dates on your articles doesn’t fool Google.
Remember that websites that commit to building up a library of good content usually do better in SEO, because they have more opportunities to rank.
Every page of content you create is another page that has a chance to rank.