Publishing more pages doesn’t automatically build topical authority. In many local SEO projects, the bigger challenge is deciding which queries deserve their own pages. Getting that decision right can strengthen relevance, reduce content overlap, and improve search performance.
The ‘Query Deserves a Page’ framework
“Process all the attributes of an entity” and “process all the variations of a query template” are the two simplest ways to explain how topical authority works for local or location-agnostic SEO projects.
If a project is primarily about “rehab,” one way is to process each type of addiction along with every relevant attribute. Another is to identify a query template, such as “Can X cause addiction?” and process all its variations.
In both cases, we rely on a core metric called Query Deserves a Page (QDP). QDP is inspired by Query Deserves Freshness (QDF), a concept introduced by former Google engineer Amit Singhal.
Below is an example site from this case study and its results. The project operates in the luxury rehab industry and is based in Southeast Asia. It needs to rank for the “rehab [country name]” query template to generate leads while also ranking for variations such as “best rehab,” “x addiction,” “x addiction treatment,” “x rehab,” and “rehab [country name].”
The project successfully uses both approaches for topical authority, as it processes all the possible attributes of an entity and all the variations of certain query templates. Google’s ranking decision tree uses basic machine learning algorithms and works as follows.
- If a site satisfies the “Can X cause [Y] addiction” query, it can possibly satisfy the “Can [C] cause [D] addiction” query too. Google performs a small click test, and if the click test result is positive, it makes the website more rankable for the specific query template based on query similarity.
- If a site satisfies the queries from a certain entity-context pair, with certain attribute combinations and verbalizations, it can do the same for other entities from the same class. This helps the website rank better both initially and during the re-ranking phases.
- Google tends to trust a website through satisfied clicks or historical data. If the site exploits this search engine trust by performing parasite SEO, going after irrelevant topics, or publishing lower-quality content, the earlier decision tree can be altered to a lower initial and re-ranking scale during a re-ranking, and the positive ranking state can be erased.
This brings a question to the center of local and location-agnostic SEO campaigns: Which query template variations and which entity-attribute pairs deserve a page?
I explained the QDP concept during an iGaming SEO conference using the slide below. If we create a query search taxonomy, from “holster” to “Nylon OWB Glock 19 Gen 4 5.2 Inch Holster,” there are 17 steps between the…
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