I’m guessing you do know a little about seo and search as well as a broad overview of how search engine optimisation works.

You may have heard many different concepts but don’t really know what they mean or how to leverage them.

One of the specific terms you keep hearing is ‘relevance’. what the hell is relevance you say?

Relevance is a concept that search engines like Google use to determine which pages should be contenders for any given search query. Now the biggest misconception is that people think that relevance is some arbitrary concept. When it comes to the search engines, they are at the end of the day machines, computer algorithms. Google can’t tell that a page is relevant to a specific query by just guessing. As a machine, it needs to be able to read specific elements to determine that relevancy.

So now we know that the machine algorithms of Google are looking to read text or computer code, we next need to understand where they look for this and which places constitute the storngest signals.

For example purposes, lets use the example of the keyword “web design”. Lets say that a medium sized web development agency had a long term goal of ranking high in Google for “web design” when searched for in the UK. The agency is new bit consists of a team of experienced designers coming together to offer their collaborative expertise.

Let me just give you the areas that Googles algorithm looks for in terms of relevancy strength.

These are listed in order of strongest first:

  • Domain
  • Page url structure
  • Meta title
  • H1
  • Content

If I am consulting for this firm of web designers, I would suggest a partially matched domain name. This includes the brand and the keyword. So based on my advice, they have gone with alchemywebdesign.co.uk. We have the brand and the keyword ‘web design’. If we are going to use the homepage as our target page then we won’t need to worry about page url structure.

Our Meta Title could read “Web Design Agency – Experts in Website Development”. You may have noticed we also included other similar variations of our mina keyword.

H1 could now be written as “Responsive Elegant UX Web Design”.

You may have noticed that in Meta Title I placed the keyword in the furthest left position and in the H1 in the furthest right. When you place it in the furthest left it carries more weight. With the H1 I placed in furthest right so we don’t overdo things.

To recap, we have our keyword in all the important places where they carry the most strength but not over doing it and opening ourselves up to invisible penalties.