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Importance of Query Deserves Freshness in SEO

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.

Watch for the trends

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:

  • You can create a webpage or website quickly after some huge event has occurred
  • You can predict a large increase in search traffic by planning sites and pages around future events (Halloween, big sporting events, etc.)

How can you do this? There are several ways.

First, by spotting a new event right as it’s starting:

  • keep an eye on Google Trends
  • more importantly, Google Hot Trends to see what’s popular at any given time. There may be a subject close to your niches that you can piggyback on
  • social media is, of course, great to keep abreast of what’s hot at the moment – Twitter trends give us a pretty good idea
  • the large social bookmarking services like StumbleUpon, Digg and Delicious are worth checking out from time to time
  • and in a while, Google is bound to come up with better realtime search once it gets to grips with it’s new Google Plus service

Second, by predicting new events:

  • think sports – next year we have a massive event in London, the 2012 Summer Olympics. We also have the Summer European Championships for soccer.
  • think holidays – the obvious ones that the retail sector work for months towards are Christmas, Halloween and Valentines. But there are hundreds of global, national, regional, religious holidays and special days that you can write about a few days beforehand.
  • think local – there may be events going on in your area that will be worth writing about.

… 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!

Be nimble

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.

Last modified: July 24, 2021