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SEO Variables Explained

Keyword Relevancy

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Friday, April 17, 2009
As most people know by now, content is absolutely key for a successful search engine optimization (SEO) campaign.

As SEO professionals, we find creative techniques for implementing good content onto websites in order to improve the relevancy for the search engines regarding the main subject(s) of a given web site; however, if your website fails to deliver on basic best practices and fundamentals – such as good, clear navigation, trustworthiness, and high relevancy, then all the good rankings that you have fought so hard to attain are ultimately moot.

Time and time again, we come across websites in which are being optimized for particular keywords, when in fact the site has very little to do with these keywords – or what call relevancy. When site has true relevancy, visitors – almost without regard to how dull-minded they may be -- can quickly (within seconds) find what they are looking for. Relevancy is not achieved by including merely a paragraph or two of content that contains the given keywords, with otherwise very little else about the subject at hand, just as a cheap attempt to improve a ranking. Users – and Google – can see right through this, which is one reason Google’s results are so good (relevant) to what you are searching for.

So, when choosing keywords, one must think logically and apply common sense (Fred Thompson humorously states on his radio show, "Why is it called common sense when it is so uncommon?!"). If you want your site to rank highly for particular key words and phrases, you must ask yourself whether your site truly provides sufficient information on the given subject to satisfy a searching user who has clicked through to your site. If one’s website does not contain sufficient info, then one should either:

In practice, it’s not always so simple; you may not be able to easily change your site. If that’s the case, there are some quick and easy ways to improve things.

If your home page or index page does not contain the most relevant content for a particular set of keywords, then consider targeting a different landing page. If targeting your home page is of ultra-importance, then place keyword links on your home page which link to the relevant landing pages (the ones that display more information about the topic at hand), this is a good practice anyway, as it improves the internal link structure of the website.