If an SEO “professional” ever tries to confuse you by using TLA’s (three letter abbreviations), he may well try “QDF”. Desperately hoping that you will ask “What’s QDF?” he will snort: “Query Deserves Freshness”. QDF or Query Deserves Freshness is the part of Google’s algorithm that prefers youth over reputation.
We all know that search engines prefer older sites with good reputation – have you ever noticed how many times Wikipedia comes up in searches? – this is why it is such hard work getting new sites to rank.
Older sites and pages have more reputation and tend to have more links to them. This is why internet marketers spend hours on Flippa looking for a site with a few years on the clock so they can hit the ground running in their new venture.
However, what if there is a new make of phone that suddenly comes on the market? The manufacturer’s pages and review pages on the phone will have to show in the results as everyone will want to read about the new phone. So, as there is a sudden increase in interest in a particular search term, Google will serve these new pages. This is the Query Deserves Freshness (QDF) part of the algorithm in action.
Fresh content ranks pretty well in Google even for the most general topics. However, when a new web page has the same keywords as a trending topic the QDF algorithm delivers a massive blast of traffic to that page.
So Quality Deserves Freshness prefers fresh content over old content, but only for keywords that are seeing a sudden increase in search volume. This provides a chance for the internet marketer to get new pages with low reputation to rank quickly. They just have to spot a trend and ride that wave.
You can spot trends in two ways:
How can you do this? There are several ways.
First, by spotting a new event right as it’s starting:
Second, by predicting new events:
… and there’s luck, of course, if you carry on thinking about these future events you will hopefully develop a mindset for doing this and get a bit of luck along the way!
This is not always easy but predicting and reacting to new events may put more strain on your time. But the practice of being able to quickly produce quality content for the web is one that will improve with time.