Coronavirus crisis has pushed the world into a new dominated by the acronym VUCA stage : volatility, uncertainty ( uncertainty, in English), complexity and ambiguity. This has had a full impact on user behavior and, therefore,find owner of cell phone number canada free search engines have had to adapt quickly to respond to emerging concerns with solvency.
It is in this context where the Google Query Deserves Freshness positioning algorithm comes into play (in Spanish, it would be translated as “search queries that deserve to be updated”), which has gained prominence in the current situation.Query Deserves Freshness, Google’s response to the novelty
Unlike the recently launched Google BERT , the Query Deserves Freshness (QDF) algorithm already has a long history in the set of systems that define organic positioning, since Google launched it in a distant 2007 and updated it in 2011 . However, this algorithm is more active today than ever. It is responsible for analyzing the user’s search patterns to detect when they are trying to access current information and when they are not . Thus, the goal of Query Deserves Freshness is to rearrange the results pages so that those pages that match the most recent search intent are prioritized.
Therefore, Query Deserves Freshness is activated when Google registers an unusual increase in search volumes or mentions to a specific topic mainly in three environments: magazines and blogs , media pages and direct queries in the search engine.The contents around COVID have highlighted the importance of Query Deserves FreshnessCurrently, this Google algorithm is playing a fundamental role in rethinking SERPs in countless searches marked by COVID-19 news. Both the coronavirus crisis and the de-escalation crisis have modified the search intention around very broad topics such as those related to personal finances , work issues , sports and personal care , education , leisure inside and outside the home … In general, according to the examples analyzed with the SEO Sistrix tool in Spain , the Query Deserves Freshness has introduced transactional pages in search results that previously included mostly blogs or videos (for example, in the specific case of physical activity and care personal). But, in the same way, thematic guides such as those related to the workplace have gained positions by including information related to COVIDHow to take advantage of the effect of Query Deserves Freshness in SEO strategy
There are different ways to reinforce organic positioning considering the action of the Query Deserves Freshness algorithmAdapt the structure and content of the website to the conditions of the new normal : we must take care of both the transactional pages (products, categories) and those that are more informative. In fact, a case study published in Search Engine Land showed that e-commerce sites suffer a drastic loss of SEO visibility by removing informational URLs. Therefore, it is advisable to always work taking into account the user’s searc
h intention in its broadest sense and their new buyer’s journey .Adjust the content marketing strategy to, on the one hand, review the most evergreen articles , identify those that become relevant now and adjust their content taking into account the new situations that COVID-19 is generating; gulf email list and to, on the other, include current topics in the editorial calendar. Until the new normal takes hold, flexibility will be key in content planning.
Implement structured data : these clues marked in the web code indicate to Google the type of content of the pages to facilitate the interpretation of the information. In fact, the publication date is a very relevant type of structured data in the case of blog posts . The structured data also allow the SERP of Google displays the web with rich formats ( rich snippets ) or as part of the Knowledge Graph . All this contributes to making the results more attractive to the user and achieving a higher percentage of clicks.
Do not lose sight of the offline environment : with public health policies having a direct impact on the day-to-day life of customers, what happens in the offline world has a decisive influence on what they seek and what online users are concerned about. In this sense, it is very important to keep all the information regarding each step that the business takes up to date . In the case of having physical establishments, Google My Business is a key ally to strengthen local SEO when searches of the type “near me” or “brand + city” multiply with the reopening.The rules in physical stores will be highly relevant information for users
And, amid the volatility of May, a core update from Google
Also, in May, Google has released a deep update to its algorithm very focused on serving the most relevant results for each query . For Google, this involves identifying the user’s search intention and interpreting the quality of the content on the pages. Query Deserves Freshness thus joins BERT and many other algorithms that work together to assign positions.Once again, the generation of useful, quality and updated content following Google’s Quality Raters’ Guidelines is revealed as the infallible tool to maintain a good organic positioning in times of uncertainty, such as this one that we have had to live with the irruption of the COVID-19 pandemic.