More than words: how to make your website relevant

July 12, 2018

Last month, Google introduced the Knowledge Graph with the claim “things, not strings.” Google says that the new algorithm “understands the world a bit more like people do.” This has a major impact on how you have to optimize your web pages.

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 The context of the keyword is important

The same keyword can have multiple meanings and the same search can have multiple intentions. Do you mean Taj Mahal the monument, or Taj Mahal the musician?

People are interested in knowing what books Charles Dickens wrote, whereas they’re less interested in what books Frank Lloyd Wright wrote, and more in what buildings he designed.

In the past, search engines simply looked for the words that were used in the query. Now the meaning and the intention also plays a role.

You have to show Google that your website is relevant

If you want to get high rankings for the keyword “custom bikes” then it is no longer enough to have that keyword on your web page. There are several things that you can do to improve the position of your page:

  • A single page should be as closely related to a single aspect of the keyword as possible. The more targeted your page is to that aspect, the more likely it is that it will be chosen for the results.
  • To make your website relevant to a topic, it helps if you have multiple pages that deal with different aspects of the topic. For example, one page on your site could be about the definition of custom bikes, other pages could be about custom bike parts, other about low-rider custom bikes, etc.
  • Use different words that describe the topic of your site. Use “bikes”, “bicycles”, “motorcycles”, “custom choppers”, etc. depending on what your website is about.

It’s not enough that your web page is relevant to a keyword. It must also be relevant to a topic.  The more pages you optimize, the more likely it is that your website will become relevant to your topic.

The right keywords are very important but it is also important that you use them correctly on each of your web pages. Create targeted and focused web pages and optimize as many pages as possible on your website.

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