Post on 02-Jun-2020
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Quick Reminder
It’s the search engine’s job to show users relevant content based on what they’re searching for.
It’s our job to understand what our customers are searching for, and create relevant content for them.
Document Relevancy
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Pages vs. DomainsDocument Relevancy
● Google ranks pages, not domains
● Use the document relevancy concept for pages
● Optimizing just your homepage generally doesn’t help
your deeper pages get ranked
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Keyword Research & SynonymsDocument Relevancy
● Use exact-match keywords to a point
● Don’t let it sound spammy
● Google understands synonyms - use them!
● Always read your copy out loud
● If it sounds terrible, rework it until it’s great
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Keyword Research & SynonymsDocument Relevancy
“Discount Nike Shoes” - 4,400 queries / month
sneakers, running shoes, footwear
http://www.thesaurus.com/browse/shoes
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Latent Semantic IndexingDocument Relevancy
Words that are thematically related to your keyword.
Empire State Building
Synonyms: building, tower, skyscraper, high-rise
LSI: NYC, Guinness Book of Records, Sightseeing
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Title Tag & Meta DescriptionsDocument Relevancy
● Title tags are the most important element!
● Mixed feedback on title tag length
● Keep CTR in mind
● Keep keyword closer to the front
● Should be unique for every page
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Title Tag & Meta DescriptionsDocument Relevancy
● Meta descriptions should be about 160 characters
● Should use your main keyword because it gets bolded
● Does not impact rankings, but does impact CTR
● Google will sometimes create meta descriptions on its
own, based on your content
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URLsDocument Relevancy
● Keyword in the URL is helpful - but changing URLs can
have severe consequences
● Page migrations are tricky… when in doubt, don’t do it
● Starting a new page? Yes, get the URL in there
● Generally, the closer to the root domain, the better
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HeadersDocument Relevancy
● Used to logically lay out your web page
● Make sure not to have more than one H1 tag
● Lots of debate around the impact of H2, H3, H4 tags
● Meh - just get your keyword in the H1 and move on
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Body CopyDocument Relevancy
● No “minimum” magic number, but my rule of thumb is
100 words per page, main keyword at least 2-3 times
● Broadly, the more text the better (without hurting UX)
● Get synonyms and LSI keywords in there
● Read it out-loud before publishing
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Image ALT & FilenameDocument Relevancy
● Search engines aren’t humans
● We help them “see” images by naming them correctly
● Also used for accessibility (visually-impaired users)
● Prone to over-optimization: watchout!
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Internal Links & Anchor TextDocument Relevancy
● Links from other pages on your site are important
● The anchor text used in those links are important
● Linking to other pages with the anchor text is important
● Location of the link is important
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Link NeighborhoodsDocument Relevancy
● Create a great resource for users by linking to content
that Google already trusts (read: is ranking well)
● Lets Google know who you are associated with
● Controversial: link to competitors are already ranking!