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Relevance

Relevance is in many ways a judgment call: How would a searcher feel if they

searched for this term and found your site? Would your site answer their question or

resolve their need? Does a good landing page for this term currently exist on your site,

or could one be built? We are going to ask you to classify relevance on a scale from

Very Poor

to

Excellent

. Your relevance values should also incorporate the following

perspectives:

Your writers/editors

Ask yourself if the people that write content on your website will

be comfortable using this term to describe your products and services. Better yet, go

ask

them

the question.

Other sites that come up in the search

Try entering the term into a search engine and

see what other sites come up. Are the top-ranking websites from organizations that are

similar to yours? Surprisingly, in SEO you often do want to be situated in the vicinity

of your competitors

.

If a searcher enters a keyword and sees a page full of weird, seem-

ingly unrelated results, they are likely to try again with a different search.

Value of the conversion

Your relevance level should also take into account the value of

the conversion for a term. For example, if the two terms “ginger syrup” and “crystal-

lized ginger” are equally well matched to your site but you believe that people searching

for “crystallized ginger” are going to be more valuable conversions (because it’s a much

more expensive delicacy!), then that keyword should get a boost. It’s guesswork and

intuition at this point, but after a few months, you’ll have some tracking under your belt

and a much clearer understanding of the conversion values for different terms.

Here’s a detailed examination of a few of Jason’s keywords. These examples

should give you some guidance for thinking about your own keywords:

“infants” Relevance Rating: Poor

Think about all the different things that someone

might be looking for when entering the word “infants” into the search engine, ranging

from gifts to medical advice. Yes, it’s true that Babyfuzzkin’s products do fall within

this range, but so do millions of other sites. Here’s a tip you can count on:

Look at any one-word keywords on your list. In what other context, other than your

immediate conversion goal, could searchers be using them?

Keyword: baby clothes, Relevance Rating: Good

We would rate this relevance level as

Good

because it uses two rather generic words to accurately describe the product that

Pearl of Wisdom:

It’s very rare that a one-word term is going to pass the relevance test—unless

it’s your business name!

c06. 8:07 112

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