Keyword Relevance – The Ultimate Guide To Relevant Keywords

Keyword relevance is key to how search engines rank content. When users search for something, search engines check the relevance of your content to see if it matches the query. If your keywords are relevant, you get more visibility, more traffic, and more conversions by matching user intent.

A higher keyword relevance score makes keywords more effective and search engines can match content to queries more easily.

Keyword relevance is NOT about high volume keywords. It’s about the keywords that resonate with your audience and match their search intent. Optimising for relevance means delivering the content your users are actively looking for and that leads to better SEO and more engagement.

The Basics of Keyword Relevance

Relevance refers to how well a specific keyword or phrase matches the content on a page and the search query it’s meant to answer.

When a user types in a query into a search engine, the algorithm looks at millions of pages to find content that matches both the keyword and the intent behind the search. If your content has a relevant keyword, it’s more likely to show up in the search results.

For example, if a user searches for “best running shoes for flat feet”, a page that has that exact phrase and answers the question thoroughly is highly relevant. Search engines will likely rank that page higher in the search results because it answers the user’s question directly.

So making sure your keywords are relevant to your content not only increases your visibility but also the user experience by giving the user exactly what they’re looking for.

Why Is Keyword Relevance Important for SEO?

• Ranks better: Content that matches the user query will rank higher on Google.
• Drives organic traffic: Using the right keywords means your content reaches the right people, organic traffic.
• Improves user experience: Content that meets the user’s needs by being relevant to their query keeps them engaged, on-page metrics.
• Converts: When users find content that matches their intent they will take action, buy or sign up.
• Prioritises user intent: Modern search engines don’t just look at keyword frequency but how well the content satisfies user intent, relevance over keyword usage.
• Avoids keyword stuffing penalties: Overusing irrelevant keywords will hurt your SEO, and your Google ranking may drop dramatically. Focusing on relevance means content is optimised for value and avoids penalties.
• Long term SEO success: Consistently optimising for relevance will help you sustain your rankings and stay competitive in a constantly changing SEO landscape.

The Role of Search Intent in Keyword Relevance

Search intent is what drives keyword relevance. It’s the reason the user is searching, whether they’re looking for information, to buy or to compare.

Knowing search intent means you can match your content to what the user is looking for, not just the words they type, but the purpose behind their search.

Analyse your competitors keywords to inform your SEO strategy.

There are three types of search intent:

• Informational intent: Users are looking for answers or information. Content that answers questions or is in-depth knowledge aligns with these queries.
• Transactional intent: Users are ready to buy or take an action. Keywords on product pages, services or shopping guides are relevant here.
• Navigational intent: Users are looking for a specific website or resource. Optimise for branded keywords or specific navigational terms.

Align with that intent and you’ll get more relevant keywords, happier users and better rankings.

Keyword Relevance and Search Algorithms

Google’s algorithms look at a lot of complex stuff to determine how relevant your content is to a searchers query.

They look at keywords, context of those keywords and how well the content matches the searchers intent.

The goal is to give the user the most useful and relevant results.

So understanding how the algorithms determine keyword relevance is key to SEO success.

Using a keyword tool can help you with relevant keywords and topics and help with content strategy by giving you more specific keyword suggestions.

Google’s RankBrain for example uses machine learning to understand the meaning behind the search rather than just exact keyword matches. It looks at:

• Content context: Does the content answer the users query in full or is it keyword stuffed with no value?
• User engagement: How users interact with the content, bounce rate or time on page can impact rankings.
• Semantic relevance: Search engines look at the relationship between keywords and related concepts so using LSI (Latent Semantic Indexing) keywords can help with relevance.

By optimizing your content to fit both user intent and search engine algorithms, you ensure your page is considered more relevant, improving its chances of ranking higher in search results.

How to Determine Keyword Relevance

Keyword relevance is key to a good SEO strategy. To make sure your keywords match user intent and search engine algorithms you can follow these simple steps:

• Use keyword tools: Tools like Google Keyword Planner, Ahrefs and SEMrush will show you what your target audience is searching for. These tools will give you keyword search volume, competition and trends.
• Analyse search intent: Before you choose a keyword ask yourself what the user is looking for when they type in the query and does your content satisfy that need. Is the intent informational, transactional or navigational?
• Check competitor rankings: Look at the content that’s ranking for your target keyword. By looking at top ranking pages you can see how those keywords are used, what type of content is created and does it meet user intent.
• Examine user behaviour: Use analytics tools like Google Analytics to track user engagement metrics like bounce rate, time on page and pages per session. This will show you if users find your content relevant after searching for your target keywords.
• Use semantic and related keywords: Add LSI (Latent Semantic Indexing) and NLP (Natural Language Processing) keywords to your content to cover a broad scope of related topics and increase your overall keyword relevance.

By consistently reviewing and optimizing your keywords based on these factors, you ensure that your content remains relevant to both search engines and your target audience.

How Search Engines Measure Keyword Relevancy

While the exact formula Google uses to measure keyword relevancy is a closely guarded secret, we do know that depth of expertise and content quality play crucial roles.

Search engines, especially Google, analyze various signals across your website to determine how well your content matches a user’s search intent.

One of the most significant factors they consider is topical authority—the extent to which your content covers a subject comprehensively and accurately.

Google doesn’t just look at isolated keywords. It measures how well your blog or website as a whole addresses relevant topics. The more thoroughly you cover a subject, touching on various subtopics and related queries, the more search engines recognize your site as an authority in that niche.

This means content that provides depth, expertise, and value is more likely to be deemed relevant and thus rank higher.

Achieving topical authority means going beyond basic keyword optimization. Search engines evaluate whether your content fully covers all aspects of a topic, providing answers to questions users might have.

Comprehensive, all-encompassing content that stays relevant to the subject at hand boosts your chances of ranking well for multiple related queries. The more in-depth and broad your coverage, the higher the likelihood that your content will be seen as authoritative and relevant, improving your SEO performance in the long run.

Steps to Improve Keyword Relevance

Improving keyword relevance requires a strategic approach to both selecting and optimizing keywords. The following step-by-step guide outlines the process to ensure your keywords align with user intent and maximize your content’s visibility in search engine results.

Step 1: Conduct Thorough Keyword Research

Start with broad keyword research to find terms that are relevant to your content and valuable to your audience. Use Google Keyword Planner, Ahrefs or SEMrush to find keywords with the right balance of search volume and competition. Focus on keywords that match exactly what your target audience is searching for and what’s behind their search query.

Step 2: Understand Search Intent

Once you have your list of keywords, the next step is to look at the search intent behind each keyword. Is the user informational (learning something new), transactional (buying or subscribing) or navigational (finding a specific website or page)? Matching your content to the right search intent means you’re answering the user’s question and therefore increasing the relevance of your content.

Step 3: Use Long-Tail Keywords

Long-tail keywords are more specific phrases that have lower search volumes but higher relevance. These keywords are often more aligned with user intent because they target very specific queries. For example instead of using the broad keyword “running shoes” a more relevant long-tail keyword would be “best running shoes for flat feet”. Long-tail keywords also have less competition so it’s easier to rank for them.

Step 4: Optimize On-Page SEO

Once you have your keywords, incorporate them naturally into your content. Make sure your primary keywords are in the title tag, meta description, headers and within the first 100 words of your content. But don’t keyword stuff; search engines value relevance and context over frequency. Use related terms and synonyms to make your content more comprehensive and contextually relevant.

Step 5: Continuously Monitor and Adjust

Keyword relevance is not a one time task. Monitor how your keywords are performing using Google Search Console or Analytics. Track metrics like ranking positions, click through rates and user engagement to see if your content is resonating with your audience. Adjust your keywords or optimise your content as needed to maintain or improve relevance over time.

By doing this you’ll have content that’s relevant to your audience and optimised for search. Keyword research is the foundation of this.

Matching Keywords to User Intent

One of the best ways to improve keyword relevance is to match your keywords to user intent. User intent is the purpose or goal behind a search query.

Knowing what users are looking for when they type in specific terms helps you create content that meets their needs and makes your content more likely to rank and engage.

Types of Search Intent:

• Informational Intent: Users with informational intent are looking for answers to a specific question or to learn more about a topic. For example, queries like “how to improve SEO” or “what is keyword relevance” are informational. To match this intent, your content should provide detailed, clear and helpful information that answers the user’s question fully.
• Transactional Intent: When users are ready to buy or take an action, their intent is transactional. Keywords associated with transactional intent often include words like “buy”, “best price” or “discount”. For example “buy running shoes online” or “best SEO tools for 2024” are transactional. To target this intent your content should include calls to action (CTAs), product comparisons and purchase options.
• Navigational Intent: Users with navigational intent are looking for a specific website or page. For example, someone searching for “Google Analytics login” or “Moz search engine optimization guide” is looking to go directly to a particular site. Content targeting navigational intent should be clear and make it easy for users to find what they’re looking for, often linking to the relevant web pages.

Matching Keywords to Content

When doing keyword research you should categorize your keywords by search intent.

This will help you create content that matches what users are looking for.

For example if a keyword is informational your content should provide insights, guides or answers to common questions. If the intent is transactional your content should provide product recommendations, purchasing guides or direct links to services.

Using Tools to Analyse User Intent

Ahrefs, SEMrush and Google Search Console have features that allow you to analyze user intent. These tools will show you what users are searching for and how your content can match those needs.

By knowing the intent behind the search terms you can choose more relevant keywords and create content that meets your audience’s expectations.

Matching keywords to user intent not only improves content relevance but also overall user experience. When you match your content to what users really want it increases engagement, conversions and your chances of ranking higher in search results.

Optimizing On-Page SEO for Keyword Relevance

Optimizing on-page SEO is critical to ensuring your keyword relevance. On-page SEO refers to the practice of optimizing individual web pages to rank higher in search engines and attract more relevant traffic.

This process involves strategically placing keywords in important elements of your webpage while maintaining a focus on user experience and content quality.

Proper on-page SEO not only improves the relevance of your content but also makes it easier for search engines to understand and index your pages.

Key On-Page SEO Elements for Keyword Relevance:

• Title Tag Optimization: The title tag is one of the most important ranking factors for SEO. To maximize keyword relevance, include your primary keyword in the title, preferably near the beginning. The title should be compelling and accurately reflect the content, enticing users to click while staying relevant to the search query.
• Meta Description: Although not a direct ranking factor, the meta description influences click-through rates. Craft a concise, informative meta description that includes the target keyword. A well-written meta description that matches user intent encourages users to click on your content in search results, signaling relevance to search engines.
• Headings (H1, H2, H3): Use keywords strategically within your headings to guide both users and search engines through your content. The H1 tag should contain your primary keyword, as this helps search engines understand the main topic of your page. Subheadings (H2, H3) should incorporate related terms and LSI (Latent Semantic Indexing) keywords to provide context and relevance across the entire page.
• First 100 Words: The first paragraph of your content is crucial for keyword relevance. Place your primary keyword within the first 100 words to signal to search engines that your content is closely related to the search query. This also helps users quickly understand the focus of the page, improving user experience.
• Keyword Placement and Density: Distribute your keywords naturally throughout the content without overstuffing. While there’s no exact keyword density that guarantees rankings, search engines favor content that uses keywords in a natural and meaningful way. Supplement your main keyword with related terms and synonyms to broaden the relevance of your content.
• Internal and External Links: Linking to relevant internal pages on your website helps search engines understand the structure of your site and how different pieces of content are related. Include internal links to other relevant content that supports your page’s topic. Additionally, adding a few authoritative external links helps boost credibility and contextual relevance.
• Image Optimization: Use keywords in the file names and alt text of your images to ensure search engines can understand the context of your visual elements. This further improves the overall relevance of the page. Using relevant keywords in alt tags can enhance visibility in Google image search and improve the overall content relevance.

Go in-depth. Read our exclusive list of 33  on-page SEO factors.

Using NLP and LSI Keywords for Better Relevance

Using NLP and LSI keywords in your content can boost keyword relevance.

Search engines are no longer just looking for exact keyword matches. They use NLP and LSI to understand the bigger picture of your content, synonyms, related phrases and the overall meaning of the text. Using these will make your content more comprehensive and relevant to more search queries.

NLP (Natural Language Processing)

NLP is a technology used by search engines like Google to understand human language as we speak and write. Instead of focusing on individual keywords, NLP allows search engines to understand the intent and context of a search query and provide results that meet the user’s needs more accurately. Here’s how NLP impacts keyword relevance:

• Context: Google uses NLP to understand the relationships between words and phrases in the content. So using a variety of related terms and structuring your content naturally is better than focusing on one keyword repeatedly.
• Query Matching: NLP helps search engines to interpret user queries better by understanding the intent behind them. For example a query like “how to fix a leaky faucet” could match content that doesn’t use the exact phrase but covers topics like “plumbing tips” or “fixing household leaks”. So using natural language and including related terms can increase the relevance of your content.
• Voice Search: With the rise of voice search, optimizing for NLP is even more important. Voice queries are longer and more conversational so content optimized for natural language (with question-answer structure) will rank better.

LSI (Latent Semantic Indexing) Keywords

LSI keywords are phrases and terms related to your main keyword. Search engines use LSI to identify these terms and determine how relevant your content is to a topic.

Unlike keyword stuffing which can harm your SEO, using LSI keywords will make your content look more natural and comprehensive. Here’s how to use LSI keywords to boost keyword relevance:

Content Depth: By using LSI keywords you create content that covers a topic more holistically. For example if your main keyword is “digital marketing” LSI keywords like “content strategy”, “SEO tactics” and “social media marketing” can make your content more relevant to multiple related searches.

Avoid Redundancy: Instead of repeating the same keyword throughout your content, LSI keywords allow you to introduce variation while still being relevant. This will prevent your content from looking spammy and avoid keyword stuffing penalties.

Semantic Relevance: Search engines value content that fully covers the topic and LSI keywords contribute to this by making sure you cover multiple angles of a topic. The more related terms and phrases you use the more search engines will consider your content relevant to more queries.

Tools to Find NLP and LSI Keywords

You can use several SEO tools to find NLP and LSI keywords that will increase the relevance of your content. Tools like Google’s Keyword Planner, Ahrefs, SEMrush and LSIGraph will help you discover related keywords and phrases that are semantically related to your main keyword. By using these in your content search engines will consider your page as authoritative and comprehensive.

By using NLP and LSI keywords you will cover the topic more and match more search queries and increase keyword relevance and overall SEO.

Demonstrating Keyword Relevance

Showing keyword relevance is key to ranking a page in search engine results pages. Here are some ways to do it:

Internal Links and Backlinks

Internal links and backlinks are two of the most important ways to show keyword relevance. Internal links help search engines understand the structure and hierarchy of a website, backlinks from other websites tell search engines that a page is authoritative for a particular topic.

Internal Links: These are links that connect different pages within the same website. They help search engines crawl and index your content faster.

For example if you have a blog post about “SEO tips” you can link it to other relevant pages on your site like “SEO tools” or “SEO techniques”. This not only helps search engines understand the relationship between your content but also keeps users engaged by providing them with more resources.

Backlinks: These are links from other websites that point to your page. Backlinks are a big indicator of a page’s authority and relevance. To get backlinks create high quality, valuable content that other websites will link to.

For example if you publish a comprehensive guide on “SEO best practices” other websites will link to it as a resource and thus boost your page’s authority and relevance in search engines.

By using internal links strategically and getting backlinks you can increase keyword relevance of your pages and make them more likely to rank higher in search results.

Avoiding Keyword Stuffing

Keyword stuffing is an outdated and ineffective SEO technique that involves overloading a web page with keywords in an attempt to manipulate search engine rankings. However, this practice can actually harm your website’s ranking and user experience.

By avoiding keyword stuffing and focusing on natural keyword usage, you help search engines understand the context and meaning of your web page, improving its ranking in search engine results pages. This approach not only enhances your SEO but also provides a better user experience, as the content reads more naturally and is more engaging.

Monitoring and Adjusting Keyword Relevance Over Time

Keyword relevance is a continuous process. Search trends, user behavior and search engine algorithms are always changing so your content must adapt to stay relevant and keep ranking. Monitoring your keywords and adjusting based on data is key to long term SEO success.

Tracking Keyword Performance

Use tools like Google Search Console, Ahrefs and SEMrush to track your target keywords in search results. These tools allow you to monitor:

• Ranking position: Check how your content is ranking for specific keywords over time. If your rankings are dropping it may mean your content needs to be updated or optimized further.
• Click-through rate (CTR): This shows how often users are clicking on your page after seeing it in search results. A low CTR means your title or meta description isn’t compelling or relevant to the keyword.
• Bounce rate and dwell time: High bounce rates or short dwell times mean users aren’t finding what they were expecting on your page which can harm your relevance. This could mean your content isn’t fully answering the query or it doesn’t match the search intent.

Read our in-depth guide on keyword performance.

Regular Content Updates

To maintain keyword relevance you need to revisit and update your content periodically. Search engines love fresh updated content that reflects the latest trends and answers the current user needs. Here are a few ways to do that:

• Add new information: If there are updates or new developments in your niche add them to your content. This keeps your content relevant and signals to search engines that it’s up to date.
• Revise outdated sections: Remove or update any outdated statistics, examples or references that no longer match the current trends. This keeps your content relevant to both users and search engines.
• Optimize for new keywords: As search trends change new keywords may become relevant. Use tools to find emerging keywords and add them to your content to stay competitive.

Adapting to Algorithm Changes

Search engine algorithms are always changing and these updates can impact how keyword relevance is measured.

For example Google’s recent emphasis on E-E-A-T (Expertise, Authoritativeness, Trustworthiness) means search engines are placing more importance on high quality authoritative content. As these changes happen you need to adjust your SEO strategy:

• Monitor algorithm updates: Keep up to date with major algorithm changes and how they impact keyword rankings and relevance. Regularly check SEO industry blogs or follow experts to understand the latest search engine marketing priorities.
• Reassess keyword targeting: Algorithm changes can impact how search engines interpret and rank keywords. If you see a big drop in rankings after an update reassess your keyword strategy to make sure your content matches the latest guidelines.

Conducting Regular Audits

Conducting a content audit will help you find areas where keyword relevance is slipping. Review all your existing content and see how well it matches current search trends, user intent and your SEO goals. Tools like Screaming Frog or Sitebulb can help you crawl your site and find pages that need optimization.

By monitoring your keywords and adjusting your content as needed you’ll keep your pages relevant to both users and search engines. This continuous optimization is key to long term SEO success.

FAQs About Keyword Relevance

1. How do search engines decide on keyword relevance?

Search engines like Google decide on keyword relevance by how well your content matches the searchers intent. They look at things like keyword placement, overall content, how deep the topic is covered and how well your page answers the searchers needs. They also use advanced algorithms including Natural Language Processing (NLP) to understand the broader meaning of your content beyond exact keyword matches.

2. How often should I update keywords?

You should update your keywords regularly to maintain keyword relevance especially as search trends and user behavior changes. A good practice is to audit your content every 6-12 months to make sure your keywords are current with search trends. Monitoring your keyword performance with tools like Google Search Console or SEMrush will also alert you when specific keywords drop in rankings and it’s time to update.

3. Is keyword relevance more important than keyword volume?

Yes keyword relevance is more important than keyword volume. High volume keywords can bring more traffic but if they’re not relevant to your content or user intent they can lead to high bounce rate and low engagement. Relevant keywords even with lower search volume will attract users who are genuinely interested in your content and will lead to better engagement and higher conversion rates.

Conclusion

Keyword relevance is key to successful SEO. By understanding user intent, aligning your content to it, optimising for the right keywords and staying on top of the latest search engine updates you can get your site more visible and ranking.

It’s not just about choosing high traffic keywords but about creating valuable content that serves your audience. The more relevant your content is to the search query the better it will rank, and not just get more traffic but more engagement and conversions.

As SEO changes, you need to monitor, refine and adapt your keyword strategy for long term. Focus on relevance, authority and user experience and you will see better results.