Query Deserves Freshness (QDF) is a Google feature used for re-ranking search results. Essentially, it means:
Search queries that deserve a current search result. It can drastically change the appearance of a search result and can occur with search terms that change their meaning over time.
This SEOThe term "topical" describes one of Google's ranking algorithms. Its focus is on delivering the most up-to-date content for specific search queries. This includes the latest trends and news, hot topics, and recurring events, and is determined based on search volume spikes.
By QDF we mean that the algorithm can decide which new content should be displayed high in the search rankings alongside the content with the highest page rating, provided that there is strong interest in a particular event or news item.
When there is a peak in search traffic for a particular search term, news articles, and blog posts on a topic on the internet, Google (in this case, only Google) is aware that this particular news snippet is hot.
For example, when users search for "Libya," they are likely interested in the current volatile situation in Libya. Therefore, optimized results for the recent content about the situation in Libya are displayed above the traditional pages about Libya.
Or let's say, Michael Jackson's death. Or the Japanese tsunami and the challenge posed by the nuclear disaster.
This means that when there is news about celebrities, events, epidemics, or other news that generates a lot of interest online, Google prioritizes fresh content on that topic over pages that have stood the test of time and are likely to have better content and higher quality.
QDF takes into account search volume, news coverage, blog coverage, and potentially toolbar data. As expected, Google holds a patent on its methods for the aforementioned data samples and their use.
Using QDF, Google tries to identify the topics and search queries where users have a desire for new and current content, in order to place current information in the search results.
QDF (Query Deserves Freshness) – a mathematical model that attempts to determine when users want new information and when they do not.
Definition: The QDF algorithm was invented by Amit Singhal, Senior VP and Google Fellow, who first spoke about it in 2007. Since then, QDF has been a ranking factor.
QDF comes into play whenever a topic experiences a sudden increase in relevance/mentions (news reports) and traffic (search volume).
For this purpose, Google monitors 3 sources:
If all three sources cover a specific topic and mentions and search queries on that topic are above average and recent, the "Query Deserves Freshness" algorithm ranks new content on that topic, originating from authorities in the field, higher in the search results. However, this only applies for the duration of the "public interest" in that topic.
The QDF solution is about determining whether a topic is "hot." If news sites or blogs are actively writing about a topic, the model assumes it's a topic users are more likely to want up-to-date information on. The model also analyzes Google's own stream of billions of search queries.
There are several ways to strengthen organic positioning while taking into account the Query Deserves Freshness algorithm:
You need to pay attention to both transactional pages (products, categories) and informative pages. In fact, a case study published in Search Engine Land showed that e-commerce sites suffer a drastic loss of SEO visibility when informative URLs are removed. Therefore, it's advisable to always work with the user's search intent in the broadest sense and their new buying journey.
On the one hand, current articles that are now relevant need to be reviewed, their content adapted to the new situations created by COVID-19. On the other hand, current topics should be added to the editorial calendar. Until the new normal is established, flexibility in content planning will be crucial.
These tags embedded in the web code tell Google about the type of content on the pages, thus making it easier to interpret the information. In fact, the publication date is a very relevant type of structural data for blog posts. Structural data also allows Google SERPs to display the website in rich snippets or as part of the Knowledge Graph. All of this contributes to making the results more attractive to users and achieving a higher click-through rate.
Since public health policies directly impact customers' daily lives, what happens offline significantly influences their search queries and concerns online users. Therefore, keeping all information up-to-date on every step the business takes is crucial. For physical locations, Google My Business is a vital ally in boosting local SEO, especially as search queries like "near me" or "brand + city" multiply upon reopening.
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