Relevant content. Or how to build content aligned with SEO and user intent?

Google aims to rank results that are most relevant to searchers. So if your content is not relevant, it will not rank.

Relevance does not just mean using keywords a few times. In fact, that is not what it is about at all.

Below you can find information on how to create relevant content that will be ranked by Google.

How does Google determine content relevance?

Google does this in many ways.

1. 01Direct phrase matchingKeywords from the query in the text and headings.
2. 02Related keywordsThe presence of other thematically related terms.
3. 03Advanced context analysisUnderstanding the meaning (e.g. company, not fruit).

Google uses many signals, from simple phrases to a deep understanding of the topic.

1. Does your page include the query?

According to information from Google, the most basic signal of relevance is that your content contains the same keywords as the query. For example, if the key phrases appear on the page or in headings or text, the information may be considered more relevant.

2. Does it mention related issues?

Relevance goes beyond simple keyword matching. Google also checks whether the page contains other relevant keywords.

For example, if a page is about the Apple brand, it should also contain related things such as iPhone, iPad, App Store, iOS, MacBook, etc.

1. 01Content hubsTopic clusters. Connected sets.
2. 02Internal linkingAnchor optimisation. Strengthens the structure.
3. 03Technical optimisationOn-page SEO. Key elements.

Key SEO actions that support your content and show its value to Google and users.

3. Is the page useful for searchers?

Google uses advanced analysis that can, for example, determine that a page with the core topic “Apple” is about the technology company, not the fruit (apple – jabłko). Based on data about interactions, Google knows that most searchers typing Apple are looking for the iPhone manufacturer.

This is also one of the reasons why the timeliness and freshness of content matter. For time-sensitive queries – for example player transfers, election results, etc. – searchers want to see the latest information. Google therefore gives them priority over the rest.

Relevance does not apply to local queries. It is still important in local SEO (in terms of distance and proximity), but generally it means something else.

According to information from Google, relevance (in terms of local rankings) refers to how well a local business profile matches what someone is looking for.

How to create relevant content?

Relevance depends on the specific query. So before you create “relevant” content, you need to make sure you have the keywords you want to rank for.

1. Determine search intent

We have already established that a key aspect of relevance is whether searchers consider the search results useful. That means Google is constantly considering why searchers use a given query and what their intent is. It then delivers results that match that intent.

This means that if you want to rank highly in Google, you need to determine the search intent for your target keyword. Google is constantly working to deliver the most relevant results. So you can review the pages that rank highest in the search results to determine three elements of search intent:

• content type – Is there a dominant content type on the search results page, such as blog posts, product pages, videos or landing pages?
• content format – Is there a dominant content format on the search results page (SERP), such as guides, lists, news, reviews or ratings?
• perspective – Is there a dominant perspective on the SERP, such as freshly updated content or content aimed at beginners?

For example, let’s assume we want to rank for “best frying pans”. Let’s analyse this keyword:

• content type – mainly blog posts,
• content format – all are lists,
• perspective – it is 2024, which means freshness and timeliness are important. 

To rank for this keyword, you will probably need to create a “best pans” list for the current year.

2. Include everything the searcher wants to know

To earn a place on the first page of Google search, you need to include everything the searcher expects.

How do you do that?

Again, you need to look at the top-ranking pages to find out what should be included.

Look for popular subheadings

Subheadings offer a quick insight into what users are looking for, especially if such subheadings are similar or identical across different top pages.

For example, if we look at the top-ranking pages on “guest blogging”, the following topics will probably be covered:

• what guest blogging is,
• the benefits of guest blogging,
• how to find guest post opportunities on blogs, etc.

Look for subtopics in keyword rankings

A page can rank for hundreds of different keywords. Most of them are different ways of searching for the same topic. However, some are important supporting topics within the subject you want to cover.

Using various tools, and taking the example above, you can find the following subtopics:

• what guest posts are,
• what guest posting is,
• why guest posting is worth doing,
• guest posting opportunities,
• guest posts and SEO,
• guest blogging strategy, etc. 

Check the “related questions” box

Google has recently introduced the “Related questions” box (People Also Ask – PAA) for most queries. It is worth paying attention to.

Look for the top-ranking pages yourself

However, there is nothing better than manually reviewing each page yourself to check whether you have missed anything.

Once the research is complete, focus on creating your content.

Other ways to demonstrate content relevance

Beyond creating content, there are several other ways to show Google that the content is relevant.

Here is how you can do it.

1. Take care of the basic on-page SEO elements

You have done the hardest task – creating accurate, relevant content that users and search engines will want to see. It is time to take care of the remaining elements and show Google and searchers that your page is relevant.

You will do this by optimising the “technical” aspects, i.e. through on-page SEO activities. Here are the basic things to do:

• include the keyword in the title – Google confirmed the importance of headings and titles in 2020. If that is not possible, do not force the keyword in. Instead, use a variation or another combination,
• use short, descriptive URLs. Compared with addresses such as, for example, twojastrona.com/blog/36438, the URL twojastrona.com/blog/seo-copywriting helps searchers understand what the page is about before they click, 
• create an interesting meta description – it is not a ranking factor, but Google pays attention to phrases and words closely related to the query. It also helps encourage searchers to click on your results, 
• optimise your images – file names and alt text help Google better understand images. So make sure you name your images appropriately and create descriptive alt text,
• link to relevant internal and external sources – linking to relevant sources helps visitors navigate the site to find additional information.

2. Consider creating a content hub

Content hubs (also known as topic clusters) are connected sets of content on a similar subject. They consist of three parts:

• pillar page – a high-level page covering a broad topic,
• subpages – more in-depth guides covering parts of the main topic,
• internal links – these connect the core (pillar) page and the subpages in both directions.

Google pays attention to links and their anchor text to understand the content of a page and its relevance.

For example, if a page about coffee links to your page about coffee, this serves as confirmation to Google that your page is about coffee. That makes perfect sense.

It works in exactly the same way with internal links. In other words, by linking your pages using relevant internal links in a content hub, you can build semantic connections between your content.

In addition, because of the perceived value of clusters – people usually prefer to link to the best, most useful sources on a given topic – content hubs attract quite a lot of backlinks. This has a positive effect on relevance and rankings (after all, links are an important Google ranking factor).

3. Building links

If links help establish relevance, the logical next step is to acquire more of them. There are many methods of link building, but that is a topic for a separate guide.

Summary

As you can see, creating relevant content involves following certain rules. However, it is worth doing not only for SEO. This way, you can also build a positive brand image as an expert in a given field.