Relevance as Google see it. Achieving top search results being compliant in
Above everything that is not black hat, Google rates
relevance as the most important factor in their ranking process.
In other words, to place well in the top search results pages, one must
present as many clues as possible in regards to the page's topic.
The topic is determined by the primary and secondary keyword phrases.
Many SEO firms tend to ignore or downplay this, as touting link building,
social networking and bogging are the "fashionable" buzz words these days, AND
they ALL require continuous work on an ongoing basis.
Top SEO is pretty much a "one off" effort if done properly. Most of it is done
True, some monitoring is necessary, but the monthly maintenance activities are
not nearly as inflated as some make them out to be.
Let us look at what is needed to comply with Google's relevance demands;
- Optimize for a keyword phrase not a single keyword.
People search for multi word phrases more than they do single words.
Phrases are more closely linked with the final result (Relevance - "blue
widgits" is closer to the final destination if you are looking for blue
widgets than is the short tail "widgits"
- Present your primary keyword phrase as soon as possible in the search
This means have your primary keyword phase in your URL. It should be part of
the domain name.
- Present your primary keyword phrase as soon as possible in the Browser's
The browser will show the URL and the Title. Put your keywords first in a
title. If you want to add more information, like your brand name, use a pipe
| to separate the phrases. The pipe | tells the search engine the terms on
both sides have equal weight and are not weighted by position.
- Present your primary keyword phrase as soon as possible in the visual
This means in the header of your page, not the body.
- Present your primary keyword phrase as soon as possible in the code that
represents the visual display.
You need to tell the search engines and the people visiting your site
EXACTLY the same things.
- In the visual you should have your primary keyword phrase in the
largest text on the site and positioned in the header.
- In the code this should come close after the <body> tag.
- In the code you would use <h1> to show the importance of the primary
keyword phrase in the header.
- Relevance next demands that your primary keyword phrase be expanded on,
and the heading of the section doing this should be the <h2> heading tag.
Again, let us look at this.
Your visitor's browser opens your page and the visitor sees the:
- Logo (Instead of putting the logo in with an image and an alt tag, try
using a CSS image replacement and putting the company keyword phrase in line
as a emphasized tag.) CSS Tricks has 9 methods.
- Primary Keyword Phrase in the largest type on the page. <h1>
- Relevant heading in the 2nd largest type <h2> in the hotspot, the top of
the left column (under the header).
- Anchor text links under the relevant heading using keywords that further
describe your primary keyword phrase.
Links should stand out from the body text.
After the visitor's and the search engine spider's eyes leave the navigation
they slide sideways into the main page body.
Here they should be met with a repetition of the primary keyword phrase WITH a
The body section text should open with the descriptive phrase and then lead
into the copy by using benefits.
Avoid the Google sandbox!
Need to get smarter faster?
Tell the people what is in the page for them right away by presenting the
information in short easy to read sections.
Bulleted lists work best.
We need to spend as much time and energy in seducing customers as we do in
Google says to "Develop for the visitor, not the search engines" and here is
where this really applies.
A recent Omniture presentation on search and "Engagement Optimization"
outlines the rules for this.
5 Fundamental Steps to Effective Web Measurement
- The customer comes first.
Do not open by telling the customer about yourself or your wonderful
Do open with telling the visitor how you are going to help them, relieve
their work load, make them rich, popular, handsome ..whatever. .
- Lead with a Benefit.
Your URL, title, and header components have firmly placed your primary
keyword phrase in the visitors mind and at this point it is an identical
match to a short tail search.
- Describe the Benefit.
You capture their attention with the benefit, then you describe it in just
enough detail to give them the full idea. If the subject warrants it,
internal pages should be built to cover the salient points. (Bonus
points for hierarchy based relevance.)
- Present a call to action. -> Buy, download, more information,
join, sign in,