Introduction
Properly designed and crafted content affects your ranking on SERP drastically. Well-structured content with audience relevancy is sure to rank higher in search engines faster. In today’s world content is of utmost importance, which will help you to reap the most from the digital world.
List of Contents
∙ Meaning of Content Relevancy
∙ Importance of Content Relevancy
∙ Steps to create relevant content that ranks and converts
Meaning of Content Relevancy
Content relevancy refers to how well the information/content on a page or website relates to the search query. Content relevancy not only includes visible texts or keywords but also includes images and videos. It is always important to note that Google is looking at the intent of the search query and shows results that match the intent of the audience. Relevant content will always rank higher on any SERP.
Importance of Content Relevancy
Google rolled out two core updates back-to-back in June and July of 2021. The major attributes that are associated with these two changes are:
- Keyword clusters must be avoided. Short, non-value-adding content will be penalized.
- The key to success is creating high-quality content that is in-depth, meaningful, and informative.
- Google will now be able to judge and evaluate the quality of content with backlinks, even though backlinking is essential to the algorithm.
So, it is clear from the above points that planning and developing relevant content that is useful to the user is of immense importance. It is then only possible to rank higher on SERP when your content has high authority and can meet the search query.
Steps to create relevant content that ranks and converts
The following steps lay down a basic foundation to plan and develop strategic content that ranks in SERP and eventually converts. It is always feasible to create a website checklist beforehand.
1. Assess out search intent.
It is a fact that Google tries to match the intent of the search query that users make, and it then displays results that match such intent.
It thus implies that if you want to rank in Google SERP, research work must be conducted to assess the search intent of a particular targeted keyword.
Since Google’s effort is always directed to show the most relevant results, the 3C’s of top-rank pages on SERP can be considered, and they are:
- Content Type- We need to find out if there are any dominant types of content on the SERP, which can be blog posts, lists, images, landing pages, animations, videos, etc.
- Content Format- This means heed must be paid to the dominant format on the SERP, for example, lists, guides, steps, articles, reviews, news, and opinions.
- Content Angle- The angle of the content must be scrutinized, whether it is directed to senior citizens, freshly updated content, and so on.
2. Keyword research and analysis
It is the most important step in the process of developing relevant content. Keywords and search queries have direct relations with each other. Keyword research is the process of analyzing and researching the terms that people type in search engines to find a particular piece of information or thing and then use that keyword to create SEO-friendly content for ranking higher in SERP. There are two types of keywords present:
- Long-tail Keywords like “Organic Tea shop in Kolkata” and “Buy PS5 games near me”, and so on.
- Short-tail keywords like “Potatoes” include in a search term “how to make mashed potatoes at home”.
While conducting keyword research, relevance, authority, and volume are the three primary elements that you need to consider to arrive at a solution.
Keyword stuffing must be avoided at any cost. Use of excessive and unnecessary keywords in the content will be penalized.
3. Try to cover everything from pin to plane.
To secure rank on the first page of SERP, your content must cover everything the search intends to know and in a well-structured form. You can refer to top-ranking pages or narrow down to the first 4 organically ranked pages to analyze and find out what you should be covering. The following points are worth noting in this regard:
- Look out for common headings and subheadings, which generally catch the eyes of searchers while they are looking for any particular thing or information. For example, if you are looking at any top-ranking pages for “Digital Marketing”, there are high chances you will find topics such as:
- What is Digital Marketing?
- Significance of Digital Marketing in the Present Business ERA
- Career opportunities in Digital Marketing
- Look for subtopics amid keywords ranking- A page can rank in SERP for different keywords. Though there are different ways and patterns for searching for the same topic, there will be some common subtopics that you need to cover.
- Google has introduced the People Also Ask (PAA) box to provide insights about most of the queries. These are basic questions that searchers might want to know about a particular search.
- Last but not least, you can also search for top-ranking pages manually to check whether you have missed out on anything or not.
4. Finally, write the content.
After analyzing search intent, doing extensive keyword research, and planning the things to cover, you can start writing your blog. The content has to be free from grammatical mistakes and zero plagiarism. It should be well constructed, and a fixed tone has to be maintained throughout the content.
5. Bonus tip
You can consider making a content hub. Similar topics are interlinked in a content hub. It has 3 parts:
- Pillar Page- It is a master page about a broad topic.
- Subpages- These pages provide in-depth content about the master topic.
- Internal Links- It is a linking page between the Pillar Page and Subpages.
The relevance of the content is established by Google, which looks at the links and their anchor texts to decode a page’s content.
Conclusion
SEO is the King! Content is SEO. High-quality keywords friendly, relevant content always stands a chance to rank and convert in SERP. Creating well-structured, grammatically correct content is a challenging job but not unattainable. This guide will help you to plan and develop specially crafted content effectively.
