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Relevancy explained

November 19, 2003

Most of the major search engines referred to by this web site work by sending an automated crawler, known as a spider or bot, around the Web to find new pages and existing, updated pages. Examples of such search engines are Google Bot, Fresh Bot (Google), AltaVista, Excite and Fast etc.

The crawler in question makes a copy of each page found and so builds a copy of the Web in its index.

When a human actually uses a search engine to find a specific product or service read it, the search engine looks at its index of the Web and displays a list of results. That list of results is in order of direct relevancy, with the most relevant results first.

A properly optimized web site with relevant keywords and keyphrases will receive highly targeted traffic from serious prospective buyers, which in the end, will better help those visiting prospects convert into buying customers.

Content relevancy is the search engine�s measure of how well a particular website or web page accurately matches a searching question. For example, a query for car insurance would list pages that were on the topic of car insurance above pages that were just about insurance, generally, because the pages about car insurance would be much more relevant.

Some search engines quote relevancy as a percentage but many don�t quote it at all. Each search engine uses a different algorithm to calculate relevancy. Most use a combination of on-the-page and off-the-page factors. Examples of on-the-page factors are whether the keywords (the words searched for) appear in the page title or meta tags, and how early and often the keywords appear in the body copy of the page.

Examples of off-the-page factors are the number and quality of other Web pages that link to the page, otherwise known as inbound links, or whether somebody has paid to have the page included in the search engine's index (PTBL or Pay to be Listed) or in PFI (Pay-for-Inclusion) search engines and directories.

For any website to produce consistent and relevant search results, there are two important factors that need to be implemented:

      It needs to be optimized on the right keywords and key phrases
      It needs the right amount of keyword density or keyword occurrence

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Let�s use one good practical example of content relevancy here. Let�s assume that we have a website offering quality home furnishings and decoration accessories. If a visitor is searching for quality bathroom accessories, he or she would type in the search box of any of the major search engine the words: �quality bathroom accessories� and would normally expect to get this relevant information from the search engines.

Usually, the first five to ten results are the most relevant in most of the search engines results pages (SERP�s).

For any website to be listed among those first ten results requires that the site be optimized with the relevant information in mind, in other words: �quality bathroom accessories�. If that site had those important and relevant keywords and key phrases � on one of its pages and was optimized using them, ideally, it should normally be appearing within those first ten results.

But we also need another important ingredient to be really effective and that is called keyword density or keyword occurrence. How can a company or individual improve keyword density to achieve better rankings in the major search engines?

There are a few techniques you can choose that were carefully researched by experts in the SEO business. Here are two very popular techniques in effectively using keyword density:

* Try to write sentences that use your important keywords and key phrases. If you or somebody else in your organization is a good writer, you may have to modify or abandon some of the old habits you previously used in writing documents! For example, we have seen many good writers having an actual aversion to repeating a particular word more than twice, choosing instead to use alternative terms that mean the same thing.

Although this makes for a more pleasant reading, it will not help you get your site listed with a relevant, top ranking in search engine results for that particular keyword.

* When creating a new page or editing an existing page, always utilize the right keywords and key phrases for your industry with the results from WordTracker's huge database of keywords and key phrases. Serious SEO begins with serious tools. Optimizing a web site for the wrong keywords will only bring you off-topic traffic visitors that have no need for your products or services. This would be �irrelevant� traffic.

For example, a web searcher looking for car accessories might type "auto parts" or "car equipment" or "after-sales automobile equipment", etc. Make certain that your web site would cover similar search terms to maximize your visibility in the search engines for your particular products and services, especially if you happen to sell these products.

Content relevancy can literally �make or break� the ROI of any website, large or small. Always remember that search engine optimization and positioning is an art as well as a science. If you go about doing all of what I explain in my articles published on this website, you will do very well.

Make certain you are always using the best and most relevant techniques I have shown you in this article, along with the right techniques in keyword density or keyword occurrence and I can guarantee your website�s rankings will improve by a large factor and so will your ROI.

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Article written by Serge Thibodeau,
President & CEO,
Rank for $ales
Copyright (c) Serge Thibodeau 2003

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Rank for $ales strongly recommends the use of WordTracker to effectively identify all your right industry keywords. Accurate identification of the right keywords and key phrases used in your industry is the first basic step in any serious search engine optimization program. The keywords you think are the best may be totally different than the ones recommended by WordTracker. Click here to start your keyword and key phrase research.

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