What is relevant content and how it helps you to rank better on Google?

Google respects relevant content and ranks sites with relevant content higher. But what relevant content actually is?

1. Matching keywords (but enough is enough)

The most important signal that tells Google that your website has relevant content is matching keywords. Your content should contain keywords that match the user’s search query.

Relevant content is not just matching keywords, though. If you have a page about cars, and then you have a keyword “loan” 20 times at the end of the page, your page shouldn’t and won’t appear high on the search results page when users search something using the keyword “loan”. Google is smart enough to ignore this kind of keyword stuffing. And in fact, keyword stuffing is probably the fastest way to get your site banned from Google.

Here’s how

  • Do the keyword research
  • Use keywords in the right places when appropriate

Related content on the same page and the same website also matters. If we are talking about the keyword “car”, Google checks if it can find content related to cars on your site. It could be a list of car brands, for example. Or it could be photos of cars – anything that is related to cars.

Similarly, your page ranks higher with a keyword “electric car” if your page also contains words “Tesla” and “Leaf” and has a photo of an electric vehicle.

Here’s how

  • Use keywords that are related to the topic
  • Use internal links to the related content on your website
  • Use external links to the related content on third-party websites
  • Embed images, tables, etc. that are related to the topic
  • Release a related video on YouTube and embed it on the page
  • Embed someone else’s YouTube video with related content

3. User behavior

Google has powerful algorithms that analyze the search engine users’ behavior. It does this to provide more relevant results and a better user experience.

Several factors count in this matter. One crucial factor is the time that the user stays on your page before she returns to the search results. If the user immediately exists your page, it gives Google a strong signal that your content is not relevant.

On 24 February 2022, when Google suddenly started getting billions of search queries with the keyword “ukraine”, algorithms that analyze the user behaviour understood in seconds that users want to get real-time news about the war, and not information about Ukraine tourist attractions for example. Based on this analyze by algorithms, Google immediately ranked all fresh news articles related to the war at the top of the search results.

Here’s how

  • Write accessible content that users want to read and that answers questions users might have.
  • Google the keyword you will use and see what kind of content Google ranks high. This is the relevant content that Google loves.
  • Focus on user experience, give a good first impression and keep your layout clean. The main goal is to keep the user on your page as long as possible, giving Google a strong signal that the content is relevant.