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:
- relevant - Directly related, connected, or
pertinent to a topic; Not out of date; current
- The relevance of a source depends upon the
research requirements of the reader. Authority is one of the criteria for
evaluating an information source.
- Search engines score and rank search
results according to their relevance with regard to the user's query, an
evaluation based on keywords and other SEM concepts that often determine the
order in which the search results appear.
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.
Relevance in domain name.
We cannot get more
economical than a keyword or two in the domain name.
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
Relevance in file name.
This is about the
same as #1. Can be judges as spammy. E.G.
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.
Relevance in title.
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.
Relevance in Description meta tag.
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
Only include keywords that are used in the page.
Relevance in primary keyword
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.
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.
Relevance in main body opening
In the case of the
h1 above, "F1 Racing" the main page could open with a h2 "Race Results", or
Not that it is not necessary to repeat "F1 Racing" in each sub-heading.
Relevance in body text
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.
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.
Team (Race, Car, Sponsor)
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
Remember that information is also built in the
silo which includes external pages.
Choose your out-links carefully and position them appropriately.