On its Official Google Blog, Google recently announced "a significant improvement" to its ranking algorithm that will affect about 35 percent of all searches. The goal is to make search results as fresh as possible.
The algorithm update will show more high-quality pages "that might only be minutes old," according to the Google blog. Because of the algorithm change, Google will also show you the most recent results related to a regularly recurring event, such as Dancing With the Stars results. (Now there's information the world can't wait to absorb.) And you'll reportedly see the freshest content related to topics that aren't newsy per se, but the information on them changes often. Example: A search for best digital cameras would give you the latest reviews of the best cameras.
It's still early to say how Google's algorithm update might impact your SEO and social media efforts directly. But it's pretty safe to say that being topical whenever possible--in your social media updates, blog posts, press releases, and other content--may help that content rank well in Google searches.
How do you make your content newsy and topical? Check out the trending topics on Twitter, Hashtags.org, Google Insights for Search, and Google Trends. Find a hot topic that you have something to say about, and then say it. Use relevant hashtags on Twitter and keywords in blog posts and other content.
Of course, a small company's Facebook Page with a post about Occupy Wall Street isn't likely to rise above a breaking CNN story on the same topic in Google search results. And even if it did, it would not stay on top for long, especially if it's a news story that's continuing to develop. Still, being fresh in your online content will help you stay part of the conversation and might even help new customers find you.