Relevance determines how a web page will be indexed and therefore returned on a results page when it matches certain search criteria. Relevance is therefore key in SEO to ensure that web pages are indexed in order to more accurately reflect searches.
3 Ways in which relevance can be used to optimize content for search engines and readers include:
1. Relevant To The Business
Content should always be relevant to the business, its products and or services. The keyword should therefore be relevant to one of these 3 elements and should not negatively impact the flow of the content. Content that is not relevant will not be indexed correctly and won’t be returned for a relevant search query. In addition, content that has no relevance will negatively impact a search engine ranking. Visit this site to learn more.
2. Relevant To The Audience
All SEO content should have a target audience and should be aimed at that target audience. The style, tone and information contained in the content must add value and be easy to understand. Content that is relevant to the audience will establish reliability and trustworthiness and lower bounce rates. A bounce rate is how quickly a visitor leaves a site. The higher the bounce rate, the lower the search engine ranking and vice versa. Understanding the audience is crucial to identifying the most relevant keywords to use.
3. Relevant To The Search Engine
Bots or spiders are sent out by the search engine algorithm in order to crawl (scan) new content and return results to be indexed according to relevance. Keywords are essential to establishing relevance for a search engine. Selecting keywords according to the subject matter contained in the content and the most likely search criteria that search engine users are likely to input is therefore key. URL’s, metadata and image tags are also important in establishing relevance for optimal indexing.