Are you focusing your SEO on the wrong “relevance”?

Relevance is an important ranking factor for Google… but what exactly is relevance?

Even experienced SEOs are getting this wrong.

They’re focusing on semantic relevance (think of it as “context”).

But what they should be focusing on is relevance in relation to the user.

Google’s Gary Illyes recently published a “How Search Works” video explaining how search queries are interpreted and ranked.

And he explained that relevance in Search can mean a lot of things, including

• Previous searches
• Trending topics
• Geolocation
• Language
• Device type

If you’re focusing your SEO efforts only on entities and intent, that’s not enough.

​Reach out to my team if you need help optimizing your content for what Google really wants.

Cheers,

Neil

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PS: To make sure your search ads are checking all the right boxes, you can analyze them with my free Ads Grader tool. It’ll tell you exactly what you need to do to improve your campaign performance.