Frequency isnt at all relevant to this award, its the single "best" goal, which is mostly up the viewer, imo. Nonetheless, players like James and Zlatan for example scores/scored great goals fairly regulary as well.
Hames is a new entrant. I'll give you Zlatan tho. Frequency is relevant to nominations. And nominations are listed by the FIFA committee, who have been very ambiguous with their choices in regards to messi's. Public only vote from the list.