Hi there, internet fans. Today I want to talk about an important word called relevancy, and what it has to do with Google ranking and SEO.
When it comes to ranking a website on Google, relevancy is very, very important. Now I don’t know about you, but I’ve never had it happen when I’m Googling ‘motorcycles’ and I get a automobile page. The reason why is that the two are not relevant. If I’m looking for ‘automobile’, then I should get automobile. That is going to be step number one when it comes to relevancy, and that is keyword. What are the keyword or the keyword phrases that are relevant to your business?
Let’s use as an example a dentist. A dentist is a great one because not only are people looking for dentists, but they’re also looking for teeth whitening. They may need a cap, a crown, possibly dentures or cosmetic dentistry. There’s all these different nuances that fall under dentist. In fact, today with mobile search, Siri, Okay Google, understanding exactly how people are searching for dentists, such as “dentists near me” or “dentists by me,” is all relevant. And if your website is not relevant to what people are searching for, then how can you be found? Google’s going to say, “Eh, if you don’t have any relevancy, why should I show you on the search results page?” Let me give you a pro-tip here, and that is that each of the specific keywords that you want to be found for, that you want to be relevant to Google for, should have their own page.
Again, if we go back to the dental example, we should have a general page that talks about dentistry. However, if teeth whitening is a core part of your business and you want to be found for teeth whitening, then teeth whitening should have its own unique page within your website. Otherwise, if you kind of throw all your services on one page, you’re actually de-valuating the page or the quality of that page because Google’s going, “What is this page about? Is it about dentistry, teeth whitening? Is it about cosmetic dentistry? I don’t know.” By separating all those out and you have just one page about teeth whitening, you make it very clear or very relevant to Google that this page is about teeth whitening.
For local business, the other part that needs to be very relevant is location. If your location is not relevant to the actual user and what they’re searching for, you’re not going to be found. For small, local-based businesses, this is great. Again, if we use the dentist example, if you’re a dentist based in Santa Rosa, California, you really don’t want to be found in Los Angeles or Dallas more than likely because your clientele is not there. Therefore, geo-targeting local, specific cities is really important. If you want to be found in more than just one city, then you need to make sure that there’s relevancy on your website for those other cities. I can’t tell you how many times I do an evaluation of a prospect’s website and all they have down in the location is their physical address. And again, if you’re a dentist in Santa Rosa, that’s great. But around Santa Rosa, you could be attracting clients from Windsor, Rohnert Park, Cotati, Petaluma. There’s all these other cities surrounding Santa Rosa. Especially if your business is on a border where you’re really close to one town or the other, then having that relevancy is really important, so you want to make sure that on your website you also list the other cities that you’re found in.
Now, pro-tip here is don’t get greedy. We get clients all the time that are saying, “Oh, I want to be found in every city in every county within a 50-mile radius,” and some of these towns might only have 20 people in them. Is it really worth the time, energy, and keyword stuffing to do that? It’s not. Target two or three different cities that you want to be found in, be very specific around your marketing and the relevancy of the content you create around not only the keywords, but the cities you want to be found in, and you’ll find that your SEO efforts will be paid off.
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