Keyword Relevance — 4 Essentials to Know

Keyword relevance is exactly what it sounds like. It refers to how relevant keyword research and selection is to the content on your website. 

Keyword relevance is a key metric used by Google and other search engines to determine if content matches user intent. Typically, sites with more relevant content gain higher authority and offer more value to readers, ranking them higher in search engine results.

Learn more about this essential content marketing metric and strategies to create content that incorporates keyword relevance.

What Is Keyword Relevance?

Keyword relevance prioritizes matching keywords with content — when you select the keywords you intend to optimize your site for, they should strongly align with the overall content. 

When your keywords have high relevancy, your content is more likely to be relevant and comprehensive. 

Relevant, comprehensive content tends to satisfy search intent — and search engines respond to that, which can also result in an increase in search engine rankings.

Does Keyword Relevance Impact Google Rankings?

Keyword relevance impacts Google rankings because Google prioritizes relevant, thorough, helpful, and people-first content. 

The more in-depth, reliable, and relevant your content is, the higher the likelihood it will be recognized by Google as useful to users. 

Ahrefs suggests thinking of keyword relevance as your content’s ‘bedrock.’ It’s foundational because it lays the groundwork for satisfying user intent, giving someone the answer they are looking for when they type in one or more of your keywords.

Further, Ahrefs also describes signals or indicators of keyword relevance that Google uses such as search intent, keyword choice, engagement, linking practices, and the timeliness of content, that can help the search engine determine how relevant your content is. 

Let’s take a closer look at some of the relevance indications that Ahrefs highlights: 

• Search intent: The intent of content should align with what users are looking for in that particular search. This is also an overall best practice for creating high-quality content.

• Exact, similar, or related keywords: If a user is searching and the same keyword or related keywords that they are researching, appear in the content, it’s one indication to search engines that it could be a good result and relevant, as confirmed by Google in their guide on How Search Works. 

• Engagement: People tend to actively engage with content that matches their search intent and is helpful or relevant. So, content with more engagement suggests to search engines that it could be relevant (this is also why it’s important to monitor bounce rate and average time on page).

• External and internal links: Links provide context to the content that’s being published and how it’s related to other pieces on a blog, website, or even to the sources and citations referenced during research. Google also highlights proper linking with descriptive anchor text as an essential aspect of applying link best practices for relevancy.

• Timely, updated content: Google is looking for the most helpful, informational and, up-to-date content that offers new insights. Plus, optimizing content for recency is beneficial for AI-powered search engines like ChatGPT Search as well.

So, you can see that keyword relevance is multifaceted and reaches far beyond just matching words. 

4 Tips for Creating Content That Incorporates Keyword Relevance

Keyword relevance is more than matching words. The road to incorporating keyword relevance isn’t packing content with as many keywords and related words as possible. That is keyword stuffing, which can weaken site authority and negatively impact rankings. 

The use of keywords should be mindful and strategic, here are four best practices. 

1. Consider search intent when choosing keywords

Search intent is a user’s motivation for searching for something online. 

For instance, if someone spills coffee on a white fabric couch, the search intent is something like “removing coffee stains.” 

When you choose the keywords you want to optimize your site for, don’t lose sight of search intent. Pick words that are valuable and informational to an audience that is in the researching phase. 

2. Choose people-first keywords

Google prioritizes people-first content. Rather than select keywords that you think will improve rankings; research, and incorporate keywords relevant to the topic that benefit the reader. 

Keyword research tools use data and metrics to help you understand which terms your audience is searching for. 

You can also search your primary keywords and see what other terms and questions come up in Google's “People also ask” section to find other keywords related to the search intent. 

However, you choose to do your keyword research, learn what your audience needs, and incorporate that into your keyword choice.

3. Incorporate keywords naturally 

Once you have identified your relevant keywords, it’s critical to incorporate them naturally into strong, well-researched content (this is also a great way to avoid keyword stuffing). 

Keywords and related keywords will naturally flow into the writing when your content is thorough, insightful, and well-researched. As you create content and naturally incorporate keywords, keep checking in with yourself to ensure you maintain relevance to search intent. 

The Originality.ai Content Optimizer is also a great way to review keyword density to make sure keywords flow naturally while comparing your content and keyword choice with up to 10 URLs.

4. Incorporate keywords strategically, too

Natural keyword usage throughout the content is essential. 

In addition, some strategic use of relevant keywords in titles, headings, subheadings, meta description, and intro copy is good practice. 

Used thoughtfully, relevant keywords in these areas serve as signposts to the reader. Think of it that way, and you may also draw positive attention from Google. 

Use Keyword Relevance to Plan Your Content

Incorporating keyword relevance throughout your content can only help strengthen it. 

When used naturally and as part of well-researched and comprehensive content, relevant keywords tie directly to search intent written to help humans rather than please search engines. 

Google likes people-search content because it helps people. If your content is relevant, reliable and helps people, it’s got a good chance of ranking higher on the search engine results page. 

Learn more content marketing tips and strategies!

• 13 Essentials to Include in Content Briefs
• What Is SEO Data Science?
• What Is Predictive SEO?