Myth #1: I must constantly update my content to rank This myth stems from Google’s November 2011 “freshness” update, which is largely misunderstood. Turns out that the freshness algorithm only affects between 6-10% of searches, and only searches about three types of events: - Recent events or hot topics (protests, disasters, celebrity deaths) - Regularly recurring events (presidential elections, quarterly stock earnings, Black Friday) - Frequently updated ideas, events, or things (the latest iPhone news, celebrity trial updates, the latest Mars rover findings). - Hotels are none of these. Hotels are stationary brick-and-mortar objects that rarely change, and so the freshness algorithm doesn’t apply to most hotels. The homepage description of a hotel and its area will rarely change, just like supplemental content like reviews for local points of interest. The only time this wouldn’t be true is if an event were associated with a hotel. Suppose a recurring conference takes place at the same hotel every year, making the hotel name synonymous with the recurring conference. The freshness algorithm might then come into play for queries related to conference updates at that hotel. The freshness algorithm does not apply to the majority of hotel queries, so we need not worry about it. But even when we did, the tiny, frequent web page changes recommended by some SEOs wouldn’t help to boost the article’s freshness. Get the full story at Tnooz