Keyword relevance is crucial for Google Search, whether it’s organic or paid results. Google wants to ensure that the results shown are directly related to what people are searching for. To determine relevance, Google looks at the intent behind user queries, exact and related keyword matches, user engagement with pages, internal links, localization, personalization, and content freshness.
Relevance serves as the foundation of your content. Your content must align with the meaning of the query and why someone might be searching for it. Utilizing SEO techniques can enhance the relevance of your content and drive more traffic.
Google uses seven confirmed keyword relevance signals to determine relevance:
1. Understanding the intent behind the query.
2. Exact keyword matches.
3. Other relevant keywords and content.
4. Searchers’ behavioral data.
5. Links.
6. Localization and personalization.
7. Freshness.
It’s important to note that relevance is not the only factor Google uses for ranking. Google also considers signals that account for the user’s query and those that assess the page itself.
In local SEO and Google Ads, keyword relevance is approached differently. Local relevance focuses on how well a local business profile matches what a user is searching for, including attributes like business name and category. Ad relevance measures how well the content of the ad and landing page align with the user’s query intent.
To create content relevant to a search query, consider the following steps:
1. Align with search intent.
2. Include target keywords in key places.
3. Incorporate secondary keywords and frequently mentioned phrases.
4. Structure content similarly to top-ranking pages.
5. Look for hints in the SERPs, including meta descriptions.
6. Include relevant internal links.
7. Aim for relevant backlinks.
Achieving high keyword relevance can improve organic rankings, but it’s essential to understand that relevance is just one aspect of SEO. Considering technical SEO, EAT (Expertise, Authoritativeness, Trustworthiness), and link building is also crucial for overall success in search engine rankings.