The days of universal ranking factors are now over in the age of constantly evolving machine learning search algorithms. There are very few consistent ranking factors in this new fluid world, but content will remain always on top. And if this content is relevant to user’s intent, it will work as a catalyst to boost SEO ranking. A recent Emarketer Report shows 72% of marketers cited relevant content creation as the most effective SEO tactic today. Another study revealed that 74% of visitors get frustrated when content appears on a website that has nothing to do with what brought them there in the first place.
What Does Relevant Content Experiences Mean To Users
A relevant content experience works as the best SEO optimization technique, like creating “one landing page” for “one keyword”. This makes sense not only for a user, but should also make sense for Google’s quality score and gauging page relevance to boost SERP rankings.
The following are four key things users expect as part of a ‘best content experience’ on any website :
- Provide direct, actionable information relevant to the search query
- Content should be easy to understand, navigate, and use
- Professionally structured and easy to accessible to modern browsers
- Deliver high quality, legitimate, credible content on the page
How Relevant Content Boosts SEO Ranking
The fundamental signal of search engine ranking is that the more relevant website content is to the search query of the user, the more chances of a page getting indexed on top of search engine results. And if content is relevant to users needs, they will remain on that website longer, bounce less, download more (content, offers etc), and ultimately spend more money.
Here are key SEO benefits of delivering relevant content experiences to users on websites:
1. High User Engagement & Experiences
If a user is looking for a solution to a particular problem & getting appropriate results for that search query, they will spend more time on the website. Search engine algorithms keep track of how a user interacts with a page. The more time that user spends on a page indicates that page is solving the user’s problem & counts as a quality page. Learn more about the benefits of user experience here.
2. Machine Learning Algorithms
In 2011, Google introduced its Panda Algorithm update, which uses machine learning to evaluate content quality on any page. This algorithm tracks the quality of content & how it is relevant to search queries, to give more appropriate results on SERPs. This changes the SEO industry traditional approach of targeting similar content to all users intent.
3. Lower Bounce Rate
The bounce rate is directly related to time spent on the page too. If a web page is delivering 1-to-1 personalized content based on a user’s needs, the bounce rate automatically decreases. The lower the bounce rate, the more authoritative the page, which is a key ranking signal for search engines.
4. Internal Navigation and Linking Pattern
Relevant content could be anything like text, image, video, HTML content etc. This way one relevant content link to other more relevant content on the website creates an internal navigation & passes link juice to other more authoritative pages. So it’s not only helpful to boost ranking for a single search term but helps to improve overall performance.
Knexus is a real time decision making engine using AI & proprietary algorithms to match social, marketing & product content with dynamic customer profiles. The platform delivers personalized customer journeys in real time that improve SEO, engagement and conversion (across ecommerce, websites, apps, and email).