Query Deserves Freshness (QDF)
Query Deserves Freshness (QDF) is a part of Google’s search algorithm that determines when to prioritize newer or recently updated content in search results. If Google detects that users are searching for timely, trending, or evolving topics, it will show fresher content higher in the rankings — even if older content previously held top positions.
This means that for certain queries, up-to-date content is more relevant than content with strong backlinks or historical performance.
Why QDF matters for SEO
Understanding QDF is important because it explains why:
- Newer articles may outrank older, authoritative ones for trending topics
- Some pages need frequent updates to maintain rankings
- Your content strategy should include timely content around industry news or seasonal trends
Optimizing for QDF can help you appear in top results during high-interest periods, especially if you're first to publish valuable content on a hot topic.
When QDF is triggered
Google is more likely to apply QDF to queries that fall into one of these categories:
| Query Type | Examples |
|---|---|
| Breaking news | “earthquake in Turkey today,” “election results 2024” |
| Recurring events | “Oscars winners,” “Black Friday deals” |
| Hot topics/trending | “new iPhone features,” “AI-generated art tools” |
| Time-sensitive info | “best tax tips 2024,” “COVID-19 restrictions update” |
For static or evergreen topics (e.g., "how to boil an egg"), QDF is not typically applied.
HTML example: Including a publish date for freshness
<article>
<h1>Top SEO Trends in 2024</h1>
<time datetime="2024-03-01">March 1, 2024</time>
<p>SEO is evolving rapidly. Here are the most important trends to know this year...</p>
</article>
Including a visible and up-to-date timestamp signals freshness to users and helps Google understand your content is current.
Best practices to align with QDF
- Publish new content around trending or breaking topics in your industry
- Update existing content regularly to keep it relevant
- Add or refresh publish and modified dates in your articles
- Monitor trending topics using tools like Google Trends or Twitter/X trending topics
- Combine freshness with strong on-page SEO and useful insights
In summary, Query Deserves Freshness (QDF) is a Google ranking factor that rewards fresh content when users are looking for the latest updates. By identifying and targeting time-sensitive queries, you can boost your visibility and stay competitive in fast-moving search landscapes.