Ian Lurie // May 5 2010
QDF stands for Quality Deserves Freshness. If you’re serious about SEO, you need to learn it. Otherwise, well, you kinda suck.
That’s a little harsh. You don’t suck. You’re a nice person, I’ll bet. But you aren’t a professional SEO. Is that better?
Just FYI: This is a rewrite of my presentation at Pubcon Dallas 2010.
Here’s a quick case study – bear with me, it makes the explanation make a lot more sense:
April of 2010, I threw an article up on one of our blogs – WrittenWord.com – about Tiger Woods’ return to golf. It was a little, er, sarcastic (hard to believe, I know) and strictly for fun. I had zero expectation of traffic.
But a few days after it launched, it shot into the top 10 for “Tiger Woods Masters” and “Tiger Woods Celebration”. Not huge terms, but we started seeing real traffic:
The post beat out sites like The Golf Channel, which has hundreds of times more links, and far more authority.
That’s the QDF algorithm in action.
The Quality Deserves Freshness algorithm favors fresh content over old content, but only for search phrases that are seeing rapid growth in query volume.
So Google, Yahoo! and Bing (I think) saw that search volumes for “Tiger Woods Masters” and “Tiger Woods Masters Celebration” were trending up. They were trending up because Tiger was returning to golf after his short absence.
Then the search engines saw that The Written Word had fresh content on the subject. Bam. Instant top 10 ranking.
This is a bit of repetition from the previous section. If you think you understand it, skip to the next, or you may think I’m suffering from short-term memory loss. But there’s more detail here, so gimme a chance, OK?
QDF works like this:
Search engines want to provide super-relevant content. But traditional search algorithms favor older, more established content and sites, so the newest, most current stuff often ended up buried.
QDF adjusts for this by examining query volumes:
Appolicious has an iPhone App Reviews web site. With the FIFA World Cup (that’s soccer, for all you Americans out there) coming up, they wanted to rank for things like “World Cup iPhone Apps”. It’s an excellent demographic for them, and there are some fantastic World Cup apps on their site.
One problem: The iTunes store. Those buggers have thousands of links and a chokehold on the entire semantic space around iPhone apps. They dominate for every long and short phrase around iPhone apps. Ugh.
But QDF rode to the rescue. Appolicious wrote an article about relevant apps and published it just when the World Cup seeding was being set. That meant millions of extra searches around ‘World Cup’, and hundreds of thousands of iPhone users searching for apps they could use to track the tournament.
Within 72 hours, Appolicious had their top ranking:
To use QDF effectively, you need to:
There you go. QDF in 900 words or less. Got questions? Post ‘em below.
Ian Lurie is founder and CEO of Portent Inc., an internet marketing agency that has provided internet marketing, including PPC, SEO, social and analytics services, since 1995. Read More