You need to think about what your audience are looking for. Providing relevant content that matches with a specific set of search terms is key to SEO.
5 tips for relevant content
- Keep content relevant by updating it regularly
If you don’t, it will soon become out of date and therefore irrelevant. Users want up to date content and as a result, search engines credit websites that update regularly.
- Use spell check and practise good grammar
Search engines will only be able to return matches if your web pages feature the words users type in when looking for them. If you spell them incorrectly, it’s less likely your website will be found.
- Focus on a search term on a page by page basis
Consider what search terms your target audience are using. For example, if you have a website advertising garage services, consider users are likely to type in a number of different search terms other than just ‘garage services’. They may type in ‘car repairs’, ‘bodyshop’, ‘MOT’ or ‘dent repair’, to name but a few. Don’t just throw in irrelevant references for the sake of search engines, but do pick relevant phrases to your business. It’s well worth using a tool like Google’s Keyword Tool to inspire you to find related words, then create a separate page for each, focussing on that subject. Stay focussed and stick to your central theme.
- Be concise
Focus, try not to waffle too much – web users get bored quickly and search engines mirror this behaviour by lowering the importance of pages whose keyword density is too diluted. But strike a balance – don’t make your text so keyword heavy that it’s not useful to users. Search engines can actually penalise you for being too keyword rich.
- Text is relevant
Almost all searches are text based. Of course it’s good to create an entertaining website with media, but make sure there’s enough text in there for search engines to find you and realise your website is relevant for a given search term. At the moment, search engines can’t recognise the subject matter in an image or a video, so if your website is almost entirely pictorial, it’s going to be hard to find.