What is “Relevance”?

When it comes to marketing your business online and getting found on the search engines, it’s all about relevance. So, what exactly is “relevance”?

Relevance is the degree to which your website is authoritative on a given topic.

If your website is about, say, the hobby of underwater photography, you must make certain that it’s the most useful underwater photography hobby website on the Internet. The degree to which you succeed at doing that is the measure of relevance. When a user searches for “underwater photography hobby” or similar, it’s your website that will rank among the top results. The same is true of any other topic that your website might be about.

So how do you go about achieving relevance? Here are the top 3 things that search engines consider:

1. Content. Your website content should be original, fresh, and updated often. Never copy content from elsewhere on the Internet; always write it yourself. Make certain that the content is useful and to the point. Update website content frequently; a regularly-scheduled blog article is an excellent way to do that.
2. Inbound Links. Search engines give a lot of consideration to whether or not other external websites are pointing back to yours; this is an indication that your website is useful. Work on developing relationships that result in outside websites linking back to content on your website.
3. Activity. Relevant websites tend to have lots of visitors, and those visitors tend to spend time on the site, view more than one page, and often subscribe to, or follow, the website’s blog. Make your website a resource that attracts visitors and you will increase activity on your site.

Remember that many of these things happen automatically when you become an authority in your chosen field. And remember, too, that you don’t have to be #1 — you only have to do better than most of your competitors.

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