Blog search is supposed to be about freshness and timeliness, at least to some degree. That’s why we have blog search engines like Technorati, and why Google has a separate blogs-only search engine. Blog content is supposed to be a little different, a little more focused on what’s going on now.
But when it comes to pulling blog posts into “universal” search results on Google.com, timeliness and freshness apparently mean nothing. Here’s a look at the three blog posts showing up right now on a Google.com search for “U2″:
Srsly, would you look at that?!? The most recent blog post is two weeks old, and one of them is three months old. The message here is that anything Rolling Stone said about U2, even if it’s three months old, is more relevant than current articles from an actual U2 blog. (And BTW, Huffington Post can get anything it writes into the blog results of universal search. They’re even showing up right now on a search for “kentucky derby.”)
Anyway … after moderating the “Up Close with Google Blog Search” back in February, one of the things I wrote was this:
“…authority/prominence matters a little more in universal search results than in Google Blog Search results.”
Scratch that. Authority/Prominence is everything when talking about blog posts making it into universal search results. Everything.