How to get more people to visit your website and stay on it, with ‘relevance’
A website needs to be relevant in order for Google to list it for certain searches that people make. It’s in your interests to make your site as relevant and specific as possible not only to attract the right people but to avoid attracting anyone else.
Let’s say you run a website that sells training courses. You might have a page dedicated to promoting health and safety courses. Deciding whether the content of your page is relevant first requires you to be absolutely clear about exactly what your page is about. After all, people on google making a broad search like ’health and safety training’ aren’t all necessarily the customers you’re looking for. Do they want classroom-based training or online? Is it general training or a specific area?
Let’s say that after some consideration, you realise that, if you’re being really specific, your page is actually about ‘3-day classroom fire safety courses in Leeds’. Well now you’re in a better position to target a more accurate group of people via Google. In order to make your page relevant to that search phrase, you’d want to make sure of the following:
- Any titles throughout the page should include relevant terms e.g. ‘fire’, ‘safety’, ‘training’, ‘courses’, ‘learn’, ‘classroom’
- The text content of the page should contain multiple different references to the keywords i.e. use alternative ways of expressing the topic of the page to boost the page’s relevance. For instance, if it’s about ’training’, you might want to mention words like ‘learn’, ‘class’, ‘lessons’, ‘classroom’, ‘education’, ‘certificate’ etc.
- If there’s an image on the page, it should be directly related to classroom fire safety training – time to dust off the company camera
- Your alt tags on all images should include relevant terms too
How search engines read your website
Putting it very simply, Google has automated processes (‘robots’) that scan through (‘crawl’) the pages on your website. Your pages are ultimately just documents of code and it’s this code that Google robots read. For this reason, you need to ensure that a web developer wraps the most important bits of content (the titles) in what are known as ‘h-tags’. These are just short codes that are used to tell Google which text contains the most important content, and which text is less relevant. H-tags come as a hierarchy of ‘h1’ to ‘h6’, with ‘h1’ being the single most important title on the page.
There are of course other ways in which Google reads the content of your site, but this gives a quick idea of one important area that can make a big difference to how your site performs in Google search results rankings.
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