Momentum: how publishing and updating frequency impact SEO - BrightonSEO April 2025

How maintaining a higher publishing and updating frequency than competitors within a given timeframe drives topical authority.

Achieving momentum requires continuous competitive analysis, an agile yet non-rhythmic publishing strategy, and a deep understanding of entity structures within the topic.

Transcript

1. Momentum Brighton SEO - April 2025 Pontus Vippelius - Head of SEO at AdRelevance How publishing and updating frequency impact SEO
2. Why? TOPICAL AUTHORITY Topical Authority in SEO is about a website being regarded as an authority on a specific area of expertise. It is achieved by creating comprehensive, deep, broad, and relevant content that covers the topic in every detail. Vastness, Depth and Momentum
3. Why? KORAYS FRAMEWORK Koray created a framework based on his learnings from patents and project experience that is based on topical authority and semantic SEO.
4. Why momentum? Momentum is achieved by publishing and updating articles more frequently than competitor Z within a certain time period. To investigate how to achieve momentum, a continuous competitor analysis is required, along with an agile but non-rhythmic publishing calendar and deep insight into the entity structures of the topic.
5. Why momentum?
6. Be patternless when publishing 01 05 01 08 01 08 03 09 Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 DAY PAGE DAY PAGE
7. Shifting leagues “Prove Google that your site is worth spending time on by always having fresh data and information that is correct, has an high salience score and is comprehensive.” PREMIER LEAGUE CHAMPIONSHIP LEAGUE 1 LEAGUE 2 NATIONAL LEAGUE NATIONAL LEAGUE NORTH NATIONAL LEAGUE SOUTH
8. How to achieve? “Prove Google that your site is worth spending time on by always having fresh data and information that is correct, has an high accuracy and is comprehensive.”
9. Approaching a “small” topic
10. Topic (Entity)
11. Topical coverage
12. Published previous year
13. Published previous month
14. What are we missing?
15. Lastmod in sitemap
16. dateModified in structured data
17. How do we choose competitor?
18. Focusing on one competitor 10 22 8 6 5 2 4 8 X new articles X new articles X new articles X new articles Y updated articles Y updated articles Y updated articles Y updated articles P PUBLISHED PREVIOUS Z TIME UPDATED PREVIOUS Z TIME U
19. How do we choose competitor?
20. What can you do today?
21. 1. Localize one topic and competitor to beat
22. 2. Analyze the publishing patterns within this topic
23. 3. Analyze the updating patterns within this topic
24. 4. Schedule a higher publishing and updating frequency
25. 5. Don’t forget accuracy and comprehensiveness
26. Thank You CONTACT ME Pontus Vippelius +46 733 88 39 74 adrelevance.se AdRelevance Sverige AB