Why Recency Bias Matters More Now Than Ever

Traditionally, SEO has rewarded:

• Authority
• Depth
• Relevance
• Links
• User engagement

While these factors still matter, AI-driven search layers introduce a new dynamic.

LLMs are designed to provide current answers. For time-sensitive queries, such as legal changes, regulations or best practices, recency is often a proxy for accuracy. As a result, AI systems may lean towards content that looks up to date, even if the topic itself is relatively evergreen.

This is one reason why we’re seeing long-standing, historically strong pages lose visibility in AI Overviews or generative answers, despite still ranking well in traditional organic results.

Does This Mean Evergreen Content is Dead?

You might be reading this and thinking: “What’s the point in evergreen content if LLMs only favour new, fresh pieces?”

Recency bias does not render evergreen content pointless, far from it. Evergreen content remains a critical part of any effective SEO strategy. What does need to change is the approach to how this content is maintained once it has been published.

Evergreen content still has value, but only if it is:

• Actively reviewed
• Genuinely updated
• Contextualised for the current landscape

A guide written in 2021 might still be broadly correct, but if it doesn’t reflect how people actually do things today, AI systems are less likely to surface it.

Why Simply Adding New Dates isn’t the Solution

You might also be thinking the next step is to go through and update all of the dates on your recent blog posts and pages - but this is not a strategy we recommend, for two key reasons:

1. It’s bad for user experience

If a user clicks through to a page that claims to be “updated recently” but contains outdated examples, screenshots or advice, trust is eroded quickly. Poor engagement sends negative signals, both to users and to search platforms.

2. AI systems will get better at detecting real freshness

Just as Google has evolved to distinguish between genuinely updated content and superficial changes, LLMs will continue to improve at identifying what actually constitutes fresh, useful information.

Short-term gains from cosmetic updates are not a recommended long-term strategy.

What Recency Bias Means for Your SEO & Content Strategy

Rather than chasing freshness for its own sake, brands should think of content maintenance as an ongoing process that is proactively planned into their digital marketing strategy. 

Here’s how we recommend approaching it:

1. Treat key content as living assets

High-value pages should be reviewed on a regular basis. That doesn’t mean rewriting everything, it means checking whether the content still reflects:

• Current user needs
• Up-to-date information
• Current examples and data

2. Update with intent, not cosmetics

Meaningful updates might include:

• Adding new sections or FAQs
• Refreshing statistics or sources
• Updating screenshots, workflows or examples
• Reflecting changes in legislation, pricing or platforms

If nothing has changed, it’s better to leave a page alone than to artificially refresh it.

3. Use recency where it’s genuinely helpful

For some queries, context like “as of 2026” or “recent changes” is genuinely useful to users and AI systems alike. Where appropriate, make that context explicit, but ensure the content supports it.

4. Balance evergreen depth with timely supporting content

One effective approach is pairing evergreen guides with supporting content that covers recent changes or developments, helping AI systems and users understand both the fundamentals and what’s new.

Final thoughts

AI-driven search is changing how content is discovered and prioritised, but the fundamentals remain the same: useful, accurate content wins.

Recency bias doesn’t mean everything needs to be new, it means content needs to be maintained with purpose.

If you’d like to discuss how this affects your website or content strategy, or how we approach SEO and GEO in an AI-first landscape, get in touch with us today by calling 0161 402 3170, or fill out our online form.

Alternatively you can read our blog for more top tips such as our SEO vs AEO vs GEO: What's the difference? blog post.