Relevant content is used to indicate how relevant a website is to a particular search term or topic.
Topic relevance is of utmost importance for search engine optimization. The basic message is that the more relevant a text or page's content is to a search query, the more likely it is to rank well. This means that content relevance can be considered one of the ranking factors that Google uses to evaluate a website in its index.
Definition of the term "Content Relevance".
The term refers to how well the information on a website matches a search query. Relevance criteria include content elements such as visible text, but also images or videos. In addition, relevance can be generated by meta elements such as title, meta description, and alt tags.
Content relevance differs from thematic relevance in that it focuses on the meaning of the text on the website and does not primarily refer to links between websites.
What does relevant content mean to search engines?
For every search query, search engines evaluate which websites in their index are best able to meet the needs of users. To do this, the algorithms assess how well websites in the index match what the user is looking for.
They also take into account the characteristics of each website, such as load time, technical specifications, link structure, and, as we discuss here, content relevance. These algorithms are what generate the rankings in the search results.
In general, relevance refers to the importance assigned to an object. In the realm of IT, relevance refers to the importance of a digital document concerning a search query. This applies both to simple search engines within websites and to more complex search processes, such as web searches.
Relevant texts are extremely important for search engines such as Google. This is because search results should match users' various search queries as closely as possible. The ultimate goal is a satisfying user experience.
This game is not entirely altruistic, as search providers are also commercial entities that seek to generate revenue through paid advertising on search results pages. The more accurately the results match a search, the more trust users have in the results and thus in the search engine itself.
Possible criteria for determining the relevance of content
There are several ways to look at a website's content to assess how relevant it is to a particular search query:
- Content language: One requirement for relevance is that the content is provided in the same language as the search query. To uniquely assign the content to a language or region, one can use the hr flag attribute.
- Key text: This refers to how well the meaning of the text matches the search.
- Page title: the page title can indicate the major topic of the website and thus be a relevance criterion.
- Images and graphics: Visual material supports the textual information and can increase relevance.
- Local aspect: In this case, it can be essential to use terms that correspond to a specific region.
How does Searchmetrics calculate relevant content?
Searchmetrics also calculates the content relevance - both for the content score in the Searchmetrics Content Experience and for the analysis of the ranking factors.
The methods for measuring content relevance are based, among other things, on the use of linguistic corpora and the conceptualization of semantic relationships between words in the form of distances in the form of vectors. For the semantic evaluation of a text, it is thus possible to evaluate the keyword and the content separately.
In this way, a score can be created for entire texts that express the relationship between the relevance of the text and the keyword or topic in question. The higher this relevance score is, the more relevant the content of the analyzed landing page can be considered for the corresponding search query.
The importance of relevant content for search engine optimization
Content relevance plays a crucial role in on-page search engine optimization. One of the major tasks of this part of search engine optimization is to improve the suitability of content for the targeted search terms.
Simply adapting the content of a web page, for example, for a category or an article, can improve the position of a keyword. In this context, the term "holistic" content is often used. Such content covers all aspects of a topic and offers users clear added value by providing solutions to the problems or questions behind their search query.
Content relevance is an important ranking factor, but still only one of more than a hundred factors that search engines like Google use in their algorithms. It is the combination of all factors that forms the basis for suitable positions in search results.
This can be illustrated with a brief example: The content of a website could be very relevant to the topic, but if the page takes far too long to load and is not optimized for mobile devices, it will still probably not be able to rank high in the mobile SERPs.
How can I create relevance with my content?
Webmasters, SEOs, and editors can find out which words are relevant for which search terms through targeted keyword research. Tools such as Google Keyword Planner can help with this research. In addition, the importance of content can be increased by applying the WDF*IDF formula.
This uses top-ranked websites to determine which terms a document should contain to best match a particular searched keyword. When creating content based on this research, the goal should not be to string together relevant words and word combinations but to address an entire topic holistically.
Additional value can also be created through the appropriate use of images, videos, or other "relevant content" as long as it adds value for users.