So what is the Google QDF Factor?
Quality Deserves Freshness, or QDF, is a concept that has been around for a while and one that Google is using more and more aggressively.
To summarise this concept in plain English, Google basically switches to “QDF-mode” when it detects a surge in searches for certain keywords (amongst other factors).
The result is that it temporarily increases the focus on fresh content in the search engine results page (SERP), instead of a more conventional ranking algorithm where freshness plays less of a factor.
The QDF algorithm was first discussed by Amit Singhal in a New York Times article; here is what Amit had to say about the Google Algorithm back in June 2007:
“Search over the last few years has moved from ‘Give me what I typed’ to ‘Give me what I want,’ ” says Mr. Singhal, a 39-year-old native of India who joined Google in 2000 and is now a Google Fellow, the designation the company reserves for its elite engineers.
The QDF solution revolves around determining whether a topic is “hot.” If news sites or blog posts are actively writing about a topic, the model figures that it is one for which users are more likely to want current information. The model also examines Google’s own stream of billions of search queries, which Mr. Singhal believes is an even better monitor of global enthusiasm about a particular subject.
As an example, he points out what happens when cities suffer power failures. “When there is a blackout in New York, the first articles appear in 15 minutes; we get queries in two seconds,” he says.
“Tiger Woods” is likely an example where QDF was recently activated:
Above: Search volume graph on "Tiger Woods" spikes around Feb 19th, 2010.
How does QDF affect SEO and Online Marketing..?
Using the same Tiger Woods example, let’s firstly clear up that QDF appears to be playing a greater part in Google’s algorithm than any others, for example Yahoo:
Above: How QDF can change the Top 10 organic ranking landscape
It is clear that when QDF kicks in for the keywords that you are targeting – without fresh and relevant content – it is highly likely that your site will be outranked by other sites. This is particularly true for news and blog sites as these generally carry fresh content at all times.
In the worst case scenario where the affected keywords are in fact your primary conversion generators, this can literally mean a “temporarily closed shop” – conversions will drop drastically as searchers are reluctant to flip through the search results pages to find your website.
In the case of e-commerce related upstream traffic from search, we would also postulate that in the situation where QDF is active, during this time the paid search ads are likely to receive increased clickthroughs. We see this likely to be happening because for a short period of time the ads would be offering more relevance to “purchase” related search motivators than the organic search listings. (Again, the reason being that searchers would be reluctant to flip through the search result pages to dig for product-related information). More research in this area is needed.
E-Commerce Tactics to Counteract the QDF Factor
Admittedly, when your website content is structured rigidly around product sales, it may be hard to accommodate the “freshness” requirement. News articles may not be suitable to be added to your website. In this situation, sometimes it is inevitable that you just have to bite the temporary bullet and make alternative efforts to minimise the QDF effects.
- Targeted Paid Search: Target the keywords in question and create relevant ads that highlight your products. This would leverage the (likely) increased attention given to paid search ads mitigate the potential loss in clicks from the organic search listings.
- Direct Marketing: Consistently build a marketing database using your website and/or third party database generators (co-registrations, competitions, etc) over time that can be utilised when required (- eg. a temporary organic search traffic drop due to QDF pushing fresher pages to the top).
- Blog: Where possible QDF can in fact be utilised to provide a permanent lift to your e-commerce search keyword footprint in the SERPs by using a good blog strategy. Writing fresh content related to your business will increase the probably of ranking on the first page when QDF is active. Make sure the content is linked through to the relevant products on your website.
- Ratings are Reviews: These can either be third party syndicated or delivered as part of your e-commerce build, in either case a ratings and reviews platform delivers up-to-date content ongoing.
- Social Search: Take part in the conversation. Twitter, Facebook and Buzz all offer opportunities to get involved with your customers and talk about how your products relate to the current news. The difficulty (just like with blogs) is not the technology, but instead having access to experts that understand how to navigate the social sphere in a way that is relevant but also commercially minded.