With so much information now readily available at our fingertips, businesses are constantly striving to capture the attention of their target audience and markets. This means that, in order to appear in front of the right audience, your website keywords need to be relevant to their searches.
Keyword relevance is an essential factor in ensuring that your website performs well in the SERP and, by strategically considering keyword relevance within your website content, you can significantly improve the visibility of your website.
When keywords are relevant to the content on your webpages, this clearly indicates the topic of the page to search engines, such as Google. Keyword relevancy allows search engines to understand more about the context of the page, then rank it accordingly. This results in your website being more likely to appear higher in search results for relevant queries or keywords, therefore attracting more organic traffic.
However, keyword relevancy is so much more than simply stuffing keywords into your content. Google’s algorithms are constantly evolving and they are getting far more sophisticated at spotting low quality or poorly optimised content which isn’t as deserving of a top spot as other websites. Instead, it is important to prioritise having high quality, engaging and informative content which naturally incorporates any relevant keywords.
By understanding the nuances of keyword relevance and by implementing a keyword strategy within your website content, you’ll unlock the full potential of SEO. In our latest Formation blog, we take a look at keyword relevance and why it is important for your website performance.
What is keyword relevancy?
Keyword relevancy is the degree to which your website’s content aligns with specific keywords or terms that people use to search for information online. It is one of the crucial steps in determining your website’s visibility within the search engine results pages (SERPs) and overall SEO strategy.
By addressing keyword relevancy within your content, you signal to search engines what exactly your webpage and overall website is about, and then best match it to user’s search queries.
Using keywords as part of your website’s strategy isn’t just about stuffing them into your content. It’s important to use them both naturally and strategically to better enhance the quality of your content overall, as well as working on the readability of your website’s content.
Why is keyword relevancy important for your website?
Over time, search engines, with their continuous crawling and indexing, will prioritise websites which it believes align with user intent. This means that you should be creating content for your website that resonates and meets your audience’s needs.
In recent years, search engines have placed more emphasis on semantics within searches to provide results that are more aligned with user search queries, this means that using keywords that are relevant better cater to user’s search intent and adds more value to your website content – it's a win-win situation!
Understanding more about the keywords that users are using to find your website or associate your website with helps you better select and refine keywords based on relevancy, as they help focus on and directly answer user’s queries.
By doing this, you’re then able to enhance the user experience and increase the chances of ranking higher within the SERPs, which then leads to higher volumes of website traffic and revenue.
Determining keyword relevancy
With keyword relevancy, it is important to understand more about the process used to optimise the content on your website so that it better aligns with both user intent and search engine algorithms. There are a few different factors to consider when determining your website’s keyword relevancy, such as:
- Website demographics – identify your website’s top user demographics, preferences and language and whether this differs at all from your target audience’s demographics. Differences in this data can result in different user motivations and may alter the way that the two audiences search for keywords and terms.
- Investigate – is there any other intent hidden underneath what your audience may be searching for? Are they looking for information, rather than looking to make a purchase or submit an enquiry? Differentiate between navigational, transactional and informational search queries in line with your target audience and then use this to tailor your content and determine your keyword relevancy.
- Stay agile – it's important to remain agile and adapt strategies based on industry news and updates, user behaviour and search engine algorithm updates. It’s important to regularly update your content in line with any changes to maintain industry and keyword relevancy over time.
Conclusion
Ensuring your content incorporates keyword relevancy is essential for your website in terms of performance and should be considered alongside user experience.
Keyword relevancy helps to guide users when they are searching online so that they can easily navigate to your content. This allows your website to gain clicks from users who are more interested in what you are offering, making them more qualified to purchase or submit an enquiry. Plus, it also helps your content to be seen and better understood by Google.
Keyword relevancy is an ongoing process and something that requires the regular reviewing and editing of your website content. Always make sure that your website content matches your audience’s expectations from their search, which our content and SEO teams can assist you with.
It’s important to remember that as well as keyword relevance, there are other SEO strategies used to complement content efforts and secure higher rankings and better website performance overall. At Formation, we specialise in creating SEO & content strategies to ensure that the right audiences are visiting your website. For more information, contact us today!
