Google has become more aggressive in assigning an accurate date to content indexed and served up in query results, explains Michael Gray. He says that initially Google only looked at the date near the H1/Title of the page and, if it found something, used that as the date in the results. Gray tells MediaPost that when Google shows a date in the SERPs people are more likely to click the newer date, as opposed to the older one. So old articles, which are still valid, get less traffic. So, he describes a workaround method to keep people coming back to the site.