Relevance Improves User Experience
Relevant content refers to your content’s ability to capture a user’s attention and help the user make progress toward their goals. For search engines to deliver relevant, helpful content that enables a positive user experience, they need to be able to relate the content to the search intent and user journey.
Evolution of Relevant Content Marketing
Successful marketing pitches have changed from selling to providing helpful solutions. Consumers are more informed than ever before with information at their fingertips, and their expectations are high. In addition, people searching online are generally time-starved and expect instant and accurate solutions to their search queries. A person searching for solutions online is more likely to click on listings that immediately communicate solutions to avoid wasting time.
Relevance Rank Factors
Search engines have historically used keywords as a rank factor, but this rank factor alone can direct users to unhelpful content resulting in a negative user experience. With the implementation of marketing analytics, search engines have identified a user’s level of engagement as an additional critical factor to determine a user’s experience while browsing. As a result, search engines use both keywords and engagement metrics to assess relevance when ranking your content.
Relevance Metrics
- Click-through rate
- Average time on page
Click-through Rate
Search engine listings that offer relevant solutions shaped around search terms are more effective at incentivising users to click. Having users click on your listing is the first step to discovery. Driving engagement is the next step to ticking the relevance rank factor. This means that your web page needs to provide relevant solutions to keep the user engaged.
Engagement Metrics
Engagement measurements show how effective (relevant) your content is at pushing the user to the next level. Metrics such as bounce rates and time spent on a page reveal a user’s level of engagement. Low bounce rates and longer time spent on a page show that your content is engaging. These metrics are directly related to how pertinent your content is to a person’s search queries and goals. In other words, these metrics can help you identify whether your content provides users with the “relevant” solution to their search query.
Deliver on Your Promise
Adverts that deliver on their promise by connecting people to relevant, helpful content engender a positive user experience. Developing relevant content that keeps users engaged is essential to boosting your SEO ranking for both organic and paid searches.
Relevance Boosts SEO and ROI
Relevance is a Google rank factor for both SEO and PPC marketing. This means that in order to rank, your landing page content and your advert content must both relate to a user’s search query. Ultimately, relevant ads with a high Quality Score will get shown more and gain a higher click-through rate. Likewise, relevant web content that enables an optimum on-page experience will gain higher rank status. Google ads with a high-quality score will also cost less and therefore improve your ROI.
Keyword Research Enables Relevance
The relevance factor makes keyword research one of the most critical foundations of campaign development. To develop relevant content that search engines can relate to search queries, you need to research the search terms that your target audience uses to find your product or service. Keyword research reveals the actual words and phrases people use, together with their search intent. These search terms provide the backbone for developing advert and web content that search engines will promote.
Create Relevant Messages
Your goal is to develop advert and landing page content congruent with your consumers’ buying journey using your newly discovered keywords.
With that abundance of online distractions, you have less than a few seconds to grab a user’s attention. Refining your pitch to a single clear message that instantly delivers pertinent content can change a user’s pre-attention to high attention.
Audience research and these simple questions can guide you through creating relevant content that helps users achieve their goals and solve their problems. In addition, monitoring customer engagement throughout the campaign is essential for you to see which content drives success.
PPC Ads
- What are my target audience searching for?
- Does my ad offer a relevant solution to their query?
- Does my landing page deliver on my adverts promise?
- Does my content drive further engagement or conversions?
SEO Landing Pages
- What are my target audience searching for?
- Does my SERP listing metadata offer a relevant solution?
- Does my landing page deliver on my listings promise?
- Does my content drive further engagement or conversions?
Keep Users Engaged
Once potential customers have arrived on your landing page, be sure to deliver on the promise that brought them there. Directing customers to take action and leading them to more compelling content will improve other engagement metrics such as pages per session and conversions.
Speed to Market
Page speed is a non-negotiable UX rank factor of SEO. People are time-starved so ensure content delivery is fast (website speed) and always display the essential information first. Breaking text into easily digestible chunks is an effective way to communicate important information quickly.
Delivering relevant content and messages by device, location and user preferences are crucial to creating optimum personalised experiences, and search engines will reward these efforts.
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