How Can Irrelevant Website Content Damage Your SEO Results?

Irrelevant content doesn’t sit well in the Google algorithm. Not only will it push you further down in the results page, but it might even mark your content as spam, which is even worse. If you want to make sure your website and/or your blog or news page is seen by as many targeted people as possible, then you must produce relevant content, but how can you do that effectively?

How to create relevant content for your website

Relevant content is imperative for ensuring excellent SEO results. Not only does it show your customers that you know what you’re doing, but it also means more and more people will stumble across your site if they’re looking for something you sell. So how can you create relevant content across your site, whether it be articles or web page copy?

Monitor the competition

Something you’ll need to do is keep an eye out for what your competitors are doing. This helps you to stay ahead of the game as well as setting yourself apart from the competition. If you find that they’re struggling to give their customers the answers they’re looking for (do this via social media, which we’ve touched on below), then you could be the one to fill in the gaps, therefore making your company look more knowledgeable and experienced. This alone could give you the edge.

Find out the questions searchers are asking

Social media and even Google itself can help you answer this one. You could start by typing a question into the search bar and seeing what’s suggested. It might be that other people are searching for something similar, if not the same. If you find that it’s a question that’s asked often, then you could create content around that.

For example, if you owned a tyre fitting business and started typing into Google “how are tyres fitted?” then you might discover that it’s a question a lot of people are asking. As such, you could create a blog post with exactly that title and answer the question. This way, you’ll also have a chance to appear in the Google Answer Box – the best place for your content to be when it comes to exposing your business online.

If you answer this popular question in an article, not only are you giving everyone the information they’re after, but it’s also highly-relevant to your business and what it is you do. As such, you could create similar content around the same question, if the first one performed well enough.

You should think about who, what, when, where, how and why when it comes to thinking about the questions your prospective customers are asking. For example, the first question is “how are tyres fitted?”, but there are some variations to that question that still touches on the same topic, such as:

  • “When should I have new tyres fitted?”
  • “Who will fit my tyres?”
  • “What should I do if I need new tyres fitted?”
  • “Why do I need to have new tyres fitted?”
  • “Where can I have new tyres fitted?”

Regardless of the industry you work in, this method of finding out the questions your customers are asking is the most ideal one, especially if you don’t have copious amounts of time to throw at keyword research or content creation.

If you don’t have the time, but still wish to reap the same results, then you should look to a digital marketing specialist for help with generating relevant, informative, professionally-written content. Andy Morley and his committed team are on hand to take care of that for you, giving you more time to focus on what it is you do best.

Use social media sites for inspiration

Social media sites give businesses the perfect opportunity to gather content ideas and to answer as many of your customers’ questions as possible. When it comes to using social media for inspiration, you should ask yourself a few questions:
  • What are people engaging with? – photographs, posts, articles etc
  • How are they engaging with it? – commenting, liking, sharing etc
  • If they commented, what did they say? – they might have asked a question or made a suggestion to make a business run more efficiently
If you find the answers to the aforementioned questions, then it’ll help you to better gear your content, your websites and maybe even the way you operate in general, towards your customer base. This then will lead to a more targeted audience and so your client base will consist of people who are specifically interested in what it is you have to offer them.

Understand the user’s intent

This is something you have to understand before doing your keyword research. You should take the user intent and use that as a basis for coming up with your keywords. User intent is essentially knowing your customer or client base. There are three main that a user will do:
  1. Act on a ‘call to action’ – “shop online with us today”
  2. Gather knowledge – looking up reviews online
  3. See through a purchase – buy the product or pursue the service you’re advertising
When coming up with keywords, you must try to understand what your customers’ or clients’ intents are when they search for what it is you’re offering. When you understand what it is your users want, then you’ll be able to create relevant content just for them. In turn, this keeps them coming back for more, leading to a retention in your customer base.

Make a list of keywords & phrases

Gathering a list of keywords and phrases is far more complicated than it might first seem. You’ll need the help of Google Analytics, Google Search Console, Google Keyword Planner and other programmes in order to gather the information you need.

It can be overwhelming and be extremely time-consuming to compile a specific list of targeted keywords, which is why a lot of business owners leave this part to the experts in the industry.

However, if you wish to do keyword research yourself, then there are a few other ways in which you can make a keyword list. You should start by asking yourself a couple of questions before delving further into your research:

  • What am I selling?
  • What solution are my customers searching for?
The keywords that will generate the most traffic are long-tail, specific keywords as opposed to broad keywords which are often called ‘head terms’. If in doubt, use long-tailed keywords. Long-tailed keywords are usually made up of key phrases as opposed to individual words.

Work on SEO & optimisation

SEO is a key factor when it comes to getting your website noticed and having it displayed as high up as possible on the search engine results pages (SERPs). Part of SEO is ensuring that your website is littered with keywords and phrases.

However, you must be careful not to “stuff” your copy with keywords. This could have a negative impact on your website’s performance as Google will think it’s, essentially, spam. If it thinks it’s spam then your site will end up being pushed extremely far down in the SERPs, which you don’t want.

Each page on your website should target specific keywords, especially if you offer a variety of services. For example, you could own a florist in Derby and your website could have multiple service or product pages. Therefore, you only want one general keyword and all the rest to be as specific as possible for each page.

You could have one page for wedding flowers, another for funeral flowers and another for other occasions. The ‘other occasions’ page could have subpages below that, such as Mother’s Day flowers, birthday flowers, Valentine’s Day bouquets and so on. For each one of those pages you’ll need to include unique keywords.

Some of the keywords you could use for each page are as follows:

  • Wedding flowers in Derby
  • Funeral flowers in Derby
  • Occasion flowers in Derby
  • Valentine’s Day flowers in Derby
  • Birthday flowers in Derby
  • Mother’s Day flowers in Derby
After you’ve gathered your keywords together, you should decide where to put them across the page. Here’s how you should use the keywords you’ve found for each of your product and/or services pages:
  • Put a keyword in the title of the page
  • Put a keyword in the header (H1)
  • Put a keyword or two in the copy itself
  • Put a keyword in the subheading (H2)
  • Put a keyword in the meta description
  • Put a keyword in any image alt tags
If you aren’t sure how to carry out SEO on your website, if you’re having trouble optimising text and images to draw in more traffic or if you don’t know how to implement keywords into your copy, then you should look to hire a professional to take care of it all for you.
Andy Morley has over two decades of experience in the digital marketing industry, so you’ll always be able to rely on him to catapult your business into the spotlight with his meticulous, dedicated SEO services. Regardless of the industry you work in, Andy will be able to help.

Add keywords to your meta description

A meta description refers to the code that sits in the header of your website page. The meta description essentially tells both the search engine and those searching for it what the page is all about. Where meta descriptions won’t boost SEO directly, it certainly helps with generating organic traffic.

Including keywords in the meta description ensures that your website will be displayed in the SERPs and as high up the page as possible. The higher your website ranks, the more likely it is that someone will come across your site.

For example, let’s say you own a cleaning business based in Nottingham and you want to target local people in the area, then you should look to include “cleaners in Nottingham” in your meta description.

Not only will this generate relevant traffic, but it will also draw in specific people who are looking for cleaning services in Nottingham. If you include this keyword/phrase in the meta description then it’s highly-likely your site will be displayed further up in the SERPs and will subsequently be clicked on.

Andy Morley is a dedicated digital marketing specialist with over two decades of knowledge and expertise to draw upon. If you find that you’re too busy to focus on SEO or if you’re not sure exactly how to go about it, then get in touch with Andy today. As well as exceptional SEO services, Andy can also provide PPC services, website design services and graphic design services.

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