KEO Marketing

Be in the Know.

Does Query Deserves Diversity (QDD) exist?

Even if you’re developing your first search engine optimization (SEO) campaign, you already know how important ranking highly on Google is to your business and that ever-changing rules continue to influence marketing strategies. When researching branded products, 44 percent of online shoppers begin by using a search engine, Ipsos reports. To grab the attention of these online users, content marketing needs to follow strict web guidelines, and the theory of query deserves diversity (QDD) could hold the answer to better brand visibility.

QDD is the idea that a search engine intentionally alters page rank to create diversity in the SERP, even though normal signals would arrange content much differently. For example, Google might present search results for the term “Apple” in a way that shows the full range of options that a user could be seeking. Since “Apple” could relate to either the computer technology company or the fruit, Google has to provide an even range of content to users, even if Apple Inc.’s SEO strategies outcompete those of Granny Smith.

While it has yet to be proven if QDD is used by any search engine in particular, marketers need to understand that each page must bring its own value to organic search, even when traditional search signals say otherwise. Therefore, you need to diversify the content on your web page to accommodate evolutions in search rank and make sure that users can find your site when they make the appropriate queries.

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.