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Document Relevancy

CLICKMINDED DIGITAL MARKETING

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


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


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


Keyword Research & SynonymsDocument Relevancy

“Discount Nike Shoes” - 4,400 queries / month

sneakers, running shoes, footwear

http://www.thesaurus.com/browse/shoes

http://www.thesaurus.com/browse/shoes


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


LSIGraph.com

http://www.lsigraph.com


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



● 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


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


URLsDocument Relevancy


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


HeadersDocument Relevancy


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


Body CopyDocument Relevancy


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!


Images & ALT TextDocument Relevancy


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


Internal Linking & Anchor TextDocument Relevancy


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!


Freshness / RecencyDocument Relevancy

● In 2011, Google announced that “fresh” content

would rank higher than stale content

● Updating old content that’s performed well in the

past can often give it a boost in results

● Remember: don’t change the URL!

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