QDD ensures search results show varied content types for ambiguous queries. If targeting QDD terms, create content that serves a specific user intent clearly rather than trying to be everything to everyone.
Ever wonder why you search for something and see a bunch of different types of results? I know, it can be a bit confusing. But what if I told you that this is a huge opportunity for your website? I am going to talk about something called Query Deserves Diversity, or QDD. I have been in this game for 15 years, and I have seen how understanding this can help you get more of the right people to your site. I am going to explain what is Query Deserves Diversity (QDD) and give you some simple, actionable tips to create content that Google loves to show. You will walk away with a clear strategy for getting more visitors and outranking your competition.
So, what is Query Deserves Diversity (QDD)? It is a Google algorithm signal that knows when a search query can be interpreted in a lot of different ways. When a query is diverse, Google tries to show a wide variety of results to make sure it gives the user exactly what they are looking for. For example, if you search for “best laptops,” you might see articles, videos, product pages, and a list of different brands.
The main idea behind QDD is that for some searches, there is no single “best” answer. By showing a diverse set of results, Google increases the chances of satisfying the user’s intent. This is a big opportunity for you. If you can figure out what type of content Google wants to show for a query, you can create that exact kind of content and have a better chance of ranking.
How Query Deserves Diversity (QDD) Impacts Different CMS Platforms
The principle of QDD applies to every website, no matter the CMS. Your platform is just the tool you use to create the different kinds of content that Google wants to see. I am going to show you how to think about this with a few popular platforms. The goal is to create content that fits into one of Google’s categories for a diverse search.
WordPress
WordPress is a great platform for handling QDD because you can easily create different types of content. I recommend you use it to create a mix of blog posts, videos, and images. For a diverse query, you might want to create a long-form article, a video that goes with it, and some beautiful images or infographics. This helps you get a spot in the search results, no matter what format the user is looking for.
Shopify
For Shopify, you can take advantage of QDD by creating different types of content around your products. For a diverse search, you might want to have a product page, a blog post that compares your product to others, and a video showing how to use it. This helps you show up for a lot of different searches and get more traffic.
Wix
Wix makes it easy to add different kinds of media to your website. You can use this to your advantage by creating a blog post with a mix of text, images, and video. You should also make sure your site has a clear category structure so that Google knows what kind of content you have and can show it for the right searches.
Webflow
Webflow’s design freedom allows you to build a website that can present different types of content in a beautiful way. You can create a page with a video at the top, a text section, and a gallery of images. This helps you get a spot in the search results for a diverse query, no matter what format the user is looking for.
Custom CMS
With a custom CMS, you have the most control to create content that is a perfect match for QDD. You can build a system that automatically generates different content types for a single query. For example, you can have a system that creates a product page, a buying guide, and a review page for a single product, helping you rank for a lot of different searches.
How Query Deserves Diversity (QDD) Applies to Different Industries
The concept of QDD is the same for every business, but the way you apply it changes depending on what you do. It is all about figuring out what your audience wants and giving it to them in a lot of different formats. I am going to show you how to do this for a few key sectors.
Ecommerce
In ecommerce, you can take advantage of QDD by having a mix of product pages, blog posts, and videos. For example, a search for “best laptops” is diverse. You can have a product page for a specific laptop, a blog post that compares a lot of different laptops, and a video review. This helps you show up for a lot of different searches and get more traffic.
Local Businesses
For a local business, QDD can apply to searches that have a lot of different intents. For example, a search for “Sialkot restaurants” might show a map, a list of restaurants, and a blog post of the “top 10 restaurants.” You can create a blog post or a guide to your local restaurants to get a spot in the diverse search results.
SaaS
For a SaaS company, QDD can apply to searches for “best project management software.” You can create a product page for your software, a blog post that compares it to others, and a video tutorial on how to use it. This helps you show up for a lot of different searches and get more qualified leads.
Blogs
For a blog, QDD is a perfect opportunity for you. You can create different kinds of content for a single query. For example, for a search for “how to bake bread,” you can create a detailed blog post, a recipe with a list of ingredients, and a video showing the steps. This helps you show up for a lot of different searches and get more readers.
FAQ Section
How can I find out if a query is diverse?
The best way is to do a quick Google search for the query yourself and see what shows up. If you see a lot of different kinds of results (like images, videos, product pages, and blog posts), the query is likely diverse. If the results are all very similar, it is probably not.
Should I create a different page for every single result type?
Not always. You can create a single page that has a lot of different content types on it. For example, a blog post can have a video, an infographic, and a list. This helps you get a spot in the search results for a lot of different searches without having to create a lot of new pages.
What is “user intent” and how does it relate to QDD?
User intent is the reason a person is searching for something. QDD is Google’s way of figuring out when a user’s intent is unclear. By creating a diverse set of content, you are trying to cover all of the possible intents for a search, which helps you get more traffic.
Is it possible to rank for a QDD query without having a video or images?
Yes, it is possible, but it is much harder. If a query is diverse, Google wants to show a mix of results. If you only have text, you are competing against all the other text-based results and all the videos and images. By having a mix of content types, you are increasing your chances of getting a spot in the search results.
