Defining Relevance.

Steps needed to comply with Google's desire for relevant copy.

After the last updates (Caffeine and Mayday), Google has all but abandoned off page factors as direct influences on  search engine rankings.
Things like the age of the site, it's authority, PageRank, amount of content, freshness, amount, quality, type, and age of in-bound links, count for little since Google redefined "relevance".
For those unsure of the term, Google " define:relevance " (no quotes)

My favorites are:

How do we define and present relevance?  If you would like some scientific information on Relevance Theory, go to the Wikipedia's page.
One of the telling things in the relevance theory is the statement that the "speaker will be as economical as they possibly can be in communicating it."
Relevance is a visual process. Size of type and position define the progress of relevance throughout the site.

Let's look at the factors keeping in mind the economy of presentation.

  1. Relevance in domain name.
    We cannot get more economical than a keyword or two in the domain name.
    Google understands this as just about any search will show. While this can vary, the majority of searches show the keywords used in the URL in the top positions.

  2. Relevance in file name.
    This is about the same as #1. Can be judges as spammy. E.G. www.football.com/football-countries/football-teams/football-teams.htm
    My rule of thumb is if the dynamic system's navigation is indexed properly, file names are not important and *might* trigger an over SEO penalty.
    I do make anchor text file names and 301 them for important pages.

  3. Relevance in title.
    Again be economical. The Title tag is a Meta tag which means it is "information about information" and should be concise.
    The most important keywords should be at the front of the tag.

  4. Relevance in Description meta tag.

  5. Relevance in Keyword Meta tag.
    Again, keep these tags short, concise, economical. You are presenting relevance. The fewer words you use to do so, the better.
    The most important keywords at the beginning and do not separate with commas.

    Only include keywords that are used in the page.

  6. Relevance in primary keyword presentation.
    Here you start your visible on page work.
    If possible, include your keywords in your logo graphic and use an inline h1 tag pair to define the logo in a CSS image replacement.

    Definitely present your primary keyword phrase in the largest text on the page (h1), and position it just after your logo.

  7. Relevance in sub headings.
    Sub headings are descriptors of the original keyword phrase and should be in the 2nd largest text on the page. (h2)
    E.G. F1 Racing is the primary keyword phrase and "Teams", "Cars", "Tracks" and "Schedule" would be h2 sub headings.

  8. Relevance in main body opening heading
    In the case of the h1 above, "F1 Racing" the main page could open with a h2 "Race Results", or "Season Standings".
    Not that it is not necessary to repeat "F1 Racing" in each sub-heading.

  9. Relevance in body text composition.
    Keyword stuffing is not recommended. Keep the flow natural and write for the web in short sentences and bulleted lists.
    Use descriptors in benefits and synonyms whenever possible.

  10. Relevance in calls to action.
    If engaged in ecommerce terminate in at least one linked call to action.
    Don't let your reader end in limbo.
    E.G. Buy a F1 official team jersey.
    or
    More Team (Race, Car, Sponsor) Information

  11. Relevance in outgoing links.
    Links to relevant external information may also be used to build authority.
    These help to build your "Information Silo" and present relevance.
    An external link example for the above would be to The F1 2010 series leader, Mark Webber http://www.markwebber.com/
     

Remember that information is also built in the silo which includes external pages.
Choose your out-links carefully and position them appropriately.

best,
Reg
www.NBS-SEO.com.