Fresh content may be more important now than ever as Google is expanding its real-time results, and clicks will likely go to the companies that offer the most current, relevant information.

Ever since Google launched Caffeine, which Brafton reported on back in June, marketers have had to frequently update the content on their websites to keep up with the search engine's speedy web indexing system. Fresh content may be more important now than ever as Google is expanding its real-time results, and clicks will likely go to the companies that offer the most current, relevant information.

Google introduced real-time search results last December, enabling users to click "latest" on their search options menu to see blogs, tweets and other timely web content results. Now, Google announced it is offering Realtime Search with its own homepage.

Realtime Search lets users sort results according to geography, which may help businesses find local audiences. Searchers can set their locations manually through the custom search box, by clicking location tags in search results or by clicking "nearby" on the Realtime homepage to let Google determine locations based on IP addresses. Brands getting mentions on geo-social app check-ins culled by search engines or businesses trying to catch customers with time-sensitive offers could find this is an important way to reach nearby consumers.

The "full conversation" tags accompanying search results make it possible for Google users to see comments related to updates. If brands weren't already aware of the benefits of addressing relevant industry issues through tweets and blog posts, this feature offers a reward to businesses for being part of social chatter.

Google Realtime Search will also make it more feasible for brands that frequently update content to reach consumers right in their inboxes, making it easier to establish themselves as thought leaders. Users can opt to have real-time alerts from Twitter or other short-form services sent to their emails on a daily or weekly basis, or as the updates occur.

Updating content will be key to attracting consumers through Realtime Search, but it seems many marketers were planning to use fresh web content to catch the clicks of potential clients even before Google made this announcement. According to a CSO Insights survey relayed by eMarketer, 93 percent of companies are planning to increase or maintain marketing budgets devoted to website content and 90 percent will increase or maintain spending on new media content to generate leads this year.  

Katherine Griwert is Brafton's Marketing Director. She's practiced content marketing, SEO and social marketing for over five years, and her enthusiasm for new media has even deeper roots. Katherine holds a degree in American Studies from Boston College, and her writing is featured in a number of web publications.