Search Relevance, the entourage to your marketing effort.
You don’t need to tick every box in SEO, you just need to understand that the Search Engine categorizes your content based on the words in your content, and the links that point to your content.
You need to become relevant again
Relevance, is a mathematical game, a bit like a circuit, once all the right switches are on then the light shines bright. Like a beacon that tells the searcher where you are.
There are a few ways to look at this though, and a few ways to cut this cake, your relevance changes depending on where the searcher is searching from:
- Mobile Device
- Desktop Device
- Google Maps
All of the above provide different relevance scores, or pull on different relevance handles.
What is relevant to me?
Not only that, but relevance to your searcher may also be relevant to an advertiser – this helps them serve relevant ads. Google Analytics may help determine where someone came from (not Google Maps – the referring website), insights can provide info about who they are – these things can all help present information to Google Analytics, which in turn is relevant to you, and the searcher.
Defining a relevant search is no easy feat, there are many terms that are all woven in to your content, and this combination of triggers symbolise relevance to the search engine.
Sometime Search Engine Optimization is viewed more as ‘match the searcher to the content via their intent’ – give the searcher what they want, not what they specifically asked for – years of analysing user experience indicates that people often don’t know how to ask for the thing they want, or need. Sometimes the very act of searching indicates that they can’t define the problem that they are facing.
The Search terms used by potential customers should surface relevant content to the ideal customer.
Billions of users search through Google’s SERP every day, Click-Through rates are constantly monitored, Google search aims to provide the most satisfying user experience, customer reviews that leave a positive impact will drive up a clickthrough rate, but equally, a poor customer experience can damage a reputation for a considerable time.
From time to time Google rolls out algorithm updates, these cause the whole searchable internet to ripple like a wave, as things settle the same logic surfaces – relevant, specifically relevance that demonstrates expertise leads both the engine and the searcher to trust the information being provided.
Sometimes relevance is determined by the 'grouping of words', because that is how the internet hangs together.
SEO draws the path of relevance
What we are looking at - in this crazy COVID-19 landscape?
More people online, People are much more critical of the sites they visit – people are more aware of a minipulative online marketing strategy. We reverse engineer those sites that are currently satisfying the searchers intent – and we advise how you can beat them.