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.