The high value of Evergreen Content & Google's In-depth Articles Markup.
Once in a while I share some inside SEO tips of high value not commonly discussed, this is one of those tips. In fact it's been one of my secret weapons for a while, so don't go spreading this around. Shhhh...
For the last few years keeping content freshness has been a golden goose of mine where other factors were either difficult, or changing too much. Very high freshness even beat out many of the penalty algorithms when they first started hitting hard & I didn't really understand them.
I'll take this up a level here & talk about Evergreen Content, or articles. The best example of this is Wikipedia, it's how all of their content is structured & one of the strongest factors that have kept their content so highly relevant in search, but also to the users (value to users = value to Google). It tells Google, "this is still good content & it's just as relevant as it ever was."
On some websites I have built a good portion of content around this concept & setup a month by month schedule, where I would come back even once a week, or more and add to, or change the content appropriately. Some of these articles I would intentionally not add all aspects from the beginning and just keep adding sub-topics to & this would keep it highly relevant.
Note: when I'm talking about updating that frequently, this is an evergreen topical article, not a blog post. Blog posts can certainly be updated with value, but they're not structured for as frequent an updating as evergreen articles. The way Mark explains updating a blog type article with new & relevant information is just perfect.
So in my opinion, creating useful & industry, or topic relevant, in-depth evergreen articles, is simply a very effective SEO tool.
Now I said I have a freshly valuable tip & that is this...