by Claudia Bruemmer

The Official Google Search Blog posted ten algorithm changes last week. One of these is the freshness update. That means the new Google algorithm now displays the freshest news in search results. Your news, blog posts, events and Google+ posts can now display prominently in search results when optimized for SEO. For instance, a search for occupy wallstreet conducted while writing this piece is shown below. The news was posted 15 minutes before this query was made.

This freshness update will impact from 6 to 35 percent of web searches, delivering more up-to-date and relevant search results. The freshness update includes searches for recent events, hot topics, current reviews and news items. Since product and service reviews will get give merchants more visibility in the SERPs, now is the time to encourage reviews.

Because social media now influence what links display in search results, merchants need a good public relations strategy focused on SEO that is all about getting their news and content to appear in organic search results.

Today’s merchants have more control than ever to deliver news and messages directly to their customers via blogs, newsrooms and social media networks. And Google’s new update gives them one more opportunity to provide fresh and relative content that will show up in search results.

Now, more than ever before, it is important to provide an online newsroom for your customers and stakeholders. How many of you have an online newsroom? Or a blog? Your customers and prospects can learn about your products, services, reviews, events, etc., and Google will rank it at the top of search results when presented with the right query.

A company’s online newsroom can be an excellent source that delivers fresh news content that goes directly to Google, so this is a good time to spiffy up your newsroom or blog. An organized and optimized online newsroom will feed Google the content freshness and frequency that Google now prizes.

All you have to do is post company news, send out optimized press releases for media coverage, create blog posts to publicize events, and use images, videos and white papers in industry news and company newsletters.

If you don’t have the time nor the personnel to add a newsroom to your website or blog, online newsroom providers like MYPRGenie, MyNewsdesk, and TekGroup can get an online newsroom up for you in 24 hours. Now is the time to beef up your editorial calendar and publish content more frequently to leverage the Google freshness algorithm change.

You can post news about events such as trade shows, which come up regularly in our industry throughout the year. Press releases and event-related blog posts can capitalize on the new Google algorithm as well.

But remember, you must create good content, not mediocre prose that can get you a Panda penalty. Great content creates tweets, links, likes and Google+ votes. It takes excellent content to generate traffic.

In conclusion, merchants that publish quality company news that is relevant, consistent and frequent will be rewarded by Google’s freshness update with SERP visibility.