Site and Page Age

A web site that has existed for many years is likely to rank better than a new site, all other variables held
constant. Over time, a web site that gradually adds valuable content acquires trust. This models human
behavior as well — a shopper is more likely to shop at a store that has existed for many years and provided
good service than a new store with no reputation at all.

Likewise, a page that has existed for a long time may rank better, both because it probably acquired links
over the years, and because search engines may consider age a factor on the page level as well. There are
some conflicting views on this, however, and many also suggest changing and updating content on a page
over time as well, because it indicates that the site is active and includes fresh content.