A question that often pops up here at Commission Academy is whether changing the publish date of a post can improve its SEO performance.
You might wonder if freshening up your content and giving it a new timestamp could trick search engines into thinking it’s brand new, thus boosting its ranking.
This curiosity isn’t without merit, as the freshness of content is a factor in SEO. However, the relationship between publish date tweaks and SEO is more nuanced than it seems.
In this post, we’ll dive into how SEO responds to these changes, and whether it’s truly a beneficial move for improving your blog’s online presence.
First off, let’s take a quick look at the algorithm that’s responsible for spurring on these questions in the first place.
The Google Freshness Algorithm Explained
Google’s Freshness Algorithm is all about prioritising content that users find timely and relevant. When it comes to certain search queries, the latest information may provide the most value.
Think about topics like current events, product reviews, or fashion trends. In these cases, Google aims to deliver fresher, more up-to-date results to users.
This algorithm update, which rolled out back in 2011, forms part of Google’s commitment to refining search results. It places a focus on content that’s not necessarily new, but refreshed or recently updated. For example, an updated blog with current data or new insights can gain favour under this freshness approach.
However, not every topic requires the freshest results. Some types of content, like historical facts or basic how-to guides, remain valuable over time and don’t need constant updates. Google assesses the context to determine where freshness is most applicable.
Understanding this balance is crucial. By regularly updating your content with new information or insights, you might improve your post’s appeal in the eyes of this algorithm. But remember, it’s the relevance and quality that ultimately make the difference.
Does Publish Date Affect SEO?
Changing the publish date on your blog post won’t directly boost your SEO. Google and other search engines are smart enough to see beyond just the date shown on your page.
Instead of being swayed solely by the publish date, Google looks at factors like the content itself and checks its previous crawl data to spot any real updates.
When Google crawls a page, it compares it to its last visit to see if anything significant has changed. This means you can’t just alter the date and hope search engines will think your content is freshly overhauled. Genuine updates, like refreshed information or newly added sections, carry more weight.
However, the publish date isn’t entirely irrelevant. If users spot an old date and think your content might be outdated, they might hit the back button and choose another search result. This could indirectly affect your SEO, as a high bounce rate or short time spent on your page can be a negative signal to search engines.
To maintain both user trust and good SEO practices, it’s wiser to make meaningful updates to your content and, only when appropriate, reflect these by updating the visible publish date.
Should You Change Your Post’s Publish Date?
In most cases, it’s not advisable to simply update your post’s publish date. This can misrepresent the original timing of your content and won’t necessarily boost your SEO.
The publish date should reflect when the post was first shared with the world. It provides a historical context for search engines and readers, indicating the original creation date.
Instead, opt to include a “Last Updated” date on your posts. This approach maintains the integrity of the initial publish date while transparently showcasing your efforts to keep content fresh and relevant.
With a “Last Updated” date, both search engines and users get a clear picture of when new information was added. This balance ensures your audience knows your content is not only established but also regularly refined and reliable.
How To Add a Last Updated Date
Adding a “Last Updated” date to your WordPress posts can give both readers and search engines a clear idea of when your content was last refreshed. Fortunately, doing this is straightforward.
First, you can opt for a plugin. There are plenty available that can handle this for you, like “WP Last Modified Info“. These plugins often allow you to customise how the date appears and where it shows up on your post.
If you prefer a more hands-on approach and are comfortable with a bit of coding, you can manually add the functionality. Head to your WordPress dashboard, navigate to “Appearance,” and click on “Theme Editor.” Locate your theme’s functions.php file. You can add a snippet of code that pulls the post’s last modified date and displays it on the post.
function show_last_modified_date() {
if (get_the_modified_time() != get_the_time()) {
echo '<p>Last updated on ' . get_the_modified_time('F j, Y') . '</p>';
}
}
add_action('the_content', 'show_last_modified_date');Be sure to back up your site before making manual changes, just in case.
These methods ensure your readers and Google have the latest information at their fingertips, demonstrating the regular upkeep of your content.
How Often Should You Update a Blog Post?
The frequency at which you should update a blog post can vary based on its nature. A good rule of thumb for most sites is to revisit your content about six months after it’s been published. This review period allows you to gauge whether the information remains relevant and accurate.
Sometimes, you may find that your post doesn’t need any changes and still holds value as it is. That’s perfectly okay—content that stands the test of time can remain just as useful.
However, during your review, you might discover that some details have shifted, or perhaps you’ve spotted a typo or two. Maybe you even have additional insights or examples to enrich the post. In these cases, take the opportunity to refresh the content.
Regular updates ensure your blog stays current, trustworthy, and useful to your readers. Plus, search engines appreciate when a website shows signs of active maintenance, so it can be a win-win situation for both your audience and SEO strategy.
The Bottom Line
Swapping the publish date alone won’t trick Google or other search engines into believing your content has undergone a thorough update. They use sophisticated measures to assess the freshness of your content, beyond just the surface-level timestamps.
To truly benefit from the freshness factor, focus on actively updating your content. This means adding new insights, correcting outdated information, and ensuring your post reflects the latest developments in your topic area.
For the best user experience and transparency, consider adding a “Last Updated” date alongside the original publish date. This not only keeps your readers informed about the recency of the content but also builds trust by showing your commitment to providing timely and relevant information.
Ultimately, it’s about maintaining a balance between quality updates and transparent communication of those changes to both your audience and search engines.
Of course, if you happen to have any further questions, don’t hesitate to leave them below.
