Eric Siu explains why Wikipedia dominates Google search results: it constantly updates existing pages instead of creating new ones. Google favors fresh content, and Wikipedia's continuous improvements give it an edge. The tactic works for anyone: analyze top-ranking pages, find gaps, and update your content to be more current than competitors.
there's already enough content on most topics on Google. We found that you generate way more traffic just keeping your old content updated and fresh. When someone does a search, they don't want to read something that's a year old or 5 years old. They want to read something that's a week old, 2 weeks old. And this is why Wikipedia ranks for a lot of terms. It's not that it's the best source of content on animals or presidents or whatnot, but what Wikipedia does well is they keep their content fresh and up to date. And when I say update it, look at who's ranking, what do they have that we're not including, look at that subject and poke holes. What can we do to make that content about that topic more fresh, up-to-date, better, more valuable to users. We look at literally every aspect to try to improve that content.
