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Ross Hudgens coined the phrase “freshness distance” and the concept makes a lot of sense!
You can read his full post here.
Skeptical about freshness? Check this out:
When you look at the first page search result, take a looks at difference between the most recently updated post and the oldest post on that SERP. This is known as the “freshness distance."
The distance tells us a lot about what that SERP requires in terms of frequency of updates in order to be competitive.
Take a SERP like “best headphones”
At the time of this note (May 4th 2022) , the oldest post on the SERP was literally from only from February 14th:
The distance between these posts is 4 months. So freshness distance = 4 months.
So if you’re trying to compete in this SERP and you’re not constantly updating your post, you’re probably not going to rank. You’ll need to update a regular cadence in order to compete.