There is a new update to Google’s algorithm that will display the latest most up to date news on the search engine results pages (SERPS). For the sake of giving people what they want in searches Google will be placing social media at the top of the lists which means blogs, tweets, news, etc.
For example if their is a natural disaster recently and you Google for info on it you will more than likely get blogs, latest news, peoples opinions, etc on it. Even though the top ratings may be short lived it is important for your site.
So what can you do?
Keep your blog up to date and keep current events that relate to your website in mind, use Google trends to give you ideas on what people are currently searching for. I also recommend using Google trends to help with your keyword research as well. Add a ‘add to social network’ button to your site to help promote your site in the eyes of social media, display an RSS feed on your website that automatically updates itself with the latest news specific to your field, etc.
Google is already using this from evidence of an earthquake that struck in California just before new years. People did a search for the earthquake on Google and Google promptly returned the latest news, tweets, and blog comments on the event.