How Can You Increase Your Relevance?

Here  we’re going to talk about Relevance.

In the previous video we talked about the 3 pillars: Relevance, Proximity and Prominence.  These are the 3 pillars that will get you to rank high on Google and you more leads to your website etc..  So let’s just talk about Relevance in this video.

What do they mean by Relevance?

There are the three pillars, what is Relevance?  How can you make sure that your website and listing on the ABC listing etc. is relevant?  Let’s just go through what they are mention here.

They talk about local listing signals and they talk about Google My Business is absolutely massive for 2019, they talk about Bing places and they talk about Yahoo.  Here in the UK, over 90% of searches are carried out on Google.

Some people use Bing because new computers are automatically supplied with Explorer and Explorer is automatically set up to have Bing as its home page.  So there are some people who will use Bing but 90% of people use Google when they are searching.

You have to be sure you do everything right for what Google is looking for. Obviously Google My Business is a Google platform so you need to complete this correctly.   In this element here they talk about the NAP listing and what they mean is Name, Address and Phone Number.

So on your website, and let’s go and have a quick look at a website here. This is website for DG Heath and what do they mean by NAP here? They mean this bit at the bottom where you have DG Heath (Timber Products), and you have their address etc…

NAP (Name Address, Phone) Consistency

Now what’s important to understand is that the address needs to be the same everywhere. So when you put it on your website, when you put it onto your Google My Business Listing, when you put it onto, when you put it onto and all these different platforms that are out there, different directories etc. the address needs to be the same.

Now Google’s very clever and can work things out but we’re even saying where you have the word ‘Street’ or you can put ‘St’, when you have the word ‘Road’ or you can put ‘Rd’ what you need to do is to make it consistent across all of them.

So you need make sure you put the same business name everywhere, e.g. don’t put it as DG Heath on one platform and DG Heath (Timber Products) in another. This is because Google is a computer and that might indicate two different businesses.  So it’s important you put your NAP (Name, Address, Phone Number) exactly the same on every platform: on Facebook, on Twitter… everywhere.

Everywhere that Google can find you make sure it’s the same so that Google knows it is all related to the same business. So that’s your NAP and you need to make sure you’ve done that properly.

Google My Business Categories

Now when you’re filling in Google My Business you have categories.  It’s important that you only choose the categories that are applicable to you.  Let’s go back where we used the example of a plumber in Swansea.

If you’re not a Gas Safe plumber, if you don’t have that certificate so you can’t deal with gas, don’t put that down as one of your categories.  Because what will happen is that people will find your listing, try to make contact with you via your website or however they get to your business and then find out you can’t actually deliver that service.

It’s a negative feedback into Google. So whatever you do, make sure you only choose the categories that are genuinely relevant to your business.

Google My Business Description

If  you’re a solicitor and there are different categories of solicitor, make it clear to everyone exactly what it is that you do.  So if you put solicitor down as your category, when you come to the business description, if you’re a specialist in divorce, make sure that stands out in your description.

And in your description make sure you are putting down the actual things that you cover.  And remember it’s not a sales description, this description is so that when people land on your Google My Business they can actually see at a glance (and remember these days people swipe, they don’t even scan any more, they swipe on their mobile phones and on their i-pads etc..

It has to be very quick. So you want the business description to be short and concise and exactly what you do so they know they’re in the right place to take the next step i.e. go to your website, make a phone call, etc.

So it’s important that you add your business description in there and that your category is exact.

We’re still talking about Relevance.  Google is trying to build up this picture of your business.   We’ve talked about getting your name, address and phone number exact i.e. getting those details exactly the same everywhere and we’ve talked about Google My Business.

In separate video we’ll talk about how we can optimise your Google My Business but for the moment focus on getting the right category and the right business description.

But what else does Google use to work out how relevant you are? 

Well it’s your website. What happens is on your website, you need to make you have relevant key words related to your business.  What do I mean by relevant key words?  If we go through this particular report, I will explain in depth what they mean.

Firstly, let’s talk about ‘on page signals’. Don’t forget Google is a computer (i.e. a bit of software) which crawls across your page and it tries to understand what your business is about and what everything on that page is about (the images, the videos, etc.. that you may have on your website).

So when they talk about content,  the software crawls across your content looking for key words, LSI keywords and long tail key words.  So let explain what I mean by those.

Related KeywordsLet’s go back to this Swansea plumber listing that we had before.  I’ve typed in plumber Swansea.  That’s a key word as I am searching for a plumber that’s in Swansea.

But if I scroll to the bottom of the page and come down to all the results, where Google is saying here related, these are the other words that Google thinks are associated with Swansea Plumber. It’s looking at emergency plumbers, plumbers in Gorseinon (an area of Swansea), Swansea plumbing supplies.

This is because at the moment it’s not 100% certain that it’s giving me the right results. So in case these results are wrong, and I wasn’t actually looking for a plumber but looking for something to do with plumbing, it’s put supplies down here.

Google also understands that bathroom fitters  (a popular term) is also plumbing and people also look for a plumber near me.  I’m looking for a taxi firm near me, an Italian restaurant near me.

The near me as a search is now dying a bit as with modern phones and technology and as the generations come through, people know that if you just type in plumber, Google will pick up where you are stood with your phone and pick up the details of plumbers near you.

So the results are tailored to you and where you are actually located at any moment in time. These are LSI – related key words that they refer to in this article where they say put LSI key words in.

So when you’re writing your description, you don’t have to keep stuffing your page with the word plumber in Swansea or Swansea plumber.  Google can work that out itself so you need to start talking about the other things you do – i.e. key word related information like bathroom fitting, fitting showers, outside taps etc.

All of these point to the fact that you are a plumber or a plumbing firm and Google can then work out for itself what you do.

Then you have Long tail key words.

Let’s go back again to the search. In the past, people might have been searching for Golf in the Algarve in Portugal.  They might have just put in the words ‘a golfing holiday in Portugal’ whereas now the sort of things people might type in would be ‘all inclusive golfing holiday in Algarve’.

You can see that Google is already coming up with the answers to this search as it can identify the key words and comes back with a list of results of all inclusive holidays.  That’s what they mean by a long tail key word.

Going back to the Swansea plumber search.  Maybe someone would put in ‘emergency plumber Swansea call out’.  They’re looking for someone to come and solve a problem straight away. That’s what they mean by long tail key words.

Website Optimisation – Title Tags

Next we come onto Title Tags.  These are what you put onto your search engine optimisation platforms.  It depends on how your website is built but let me show you where the title tag and the meta description actually shows up.   Let’s just type in here ‘engineered wood flooring Swansea’.

You have your adverts at the top and these are the titles and the meta descriptions.  For an adverts it’s a bit different but an advert is made up of a title and a description.

So when you come down, you get your map and your ABC listing.  When we get down to the websites, you’ll find you have a title, and this here is the meta Description.

So it’s important when you’re building your website or having it built for you that you are actually putting your key words in the title (i.e. what you want to be shown for).

Here we typed in engineered wood flooring Swansea. (DG Heath has been a client of ours for a number of years so we can show you these examples).  As you can see the key word is in the title and LSI key words in the meta description (engineered wood floors).

So Google knows all of this is to do with engineered wood flooring for a Swansea company.  And even though here the title tag says Cardiff, it knows the company is based in Swansea as it has the word Swansea in the description.

So it’s important when building your website out that it contains a title, a description as well as key words and LSI key words to show Google what it’s all about.

Content Optimisation – H1, H2 Tags etc.

That also applies to body tags.  What they mean by body tags is when you come onto your website (DG Heath example).  This is a H1 tag, this is your normal description and writing down here, all of these under the pictures will be H2 or H3 tags,  giving links across to the rest of the pages.

Google sees all this and what’s important is that this is ranking number one on a Google search but there’s only a title and short description. All the rest of it is optimised images and title tags all leading to other pages.

That’s the sort of information that Google needs to understand how relevant you are for a page to rank.  That’s why DG Heath was ranking numbers one and two because the pages had been optimised.

So it’s the content on your website and the way you set it up will help you to rank.

Website Optimisation – Image Alt Text

Alt text – this means that when you add an image to your website, you’re always given options before you upload the images to a page are a title and an alt text (alternative text).

And again, you can put a different key word (an LSI keyword) in there and all of this information is helping Google to understand what all of the information on that is page is about.

Website Optimisation – Internal Linking

You also have internal linking.  We’ve just seen an example of internal linking when we clicked onto the DG Heath website and clicked on the link under the image, or on the images these are all clickable and linked to different pages.

On this example, the key word quick step engineering is the link.  So Google understands that that page is about quick step engineered flooring as well as having a link going to it.  These are all internal links and an important part of telling Google what your website is all about to help you rank.

Website Optimisation – Outbound Links

Outbound links are also important.  For example, if you are a Gas Safe plumber you may have the Gas Safe logo on your website. You should have a link from the logo to the Gas Safe website so any one who wants to understand means or the builders trade when they all the different accreditations to see how well the builder is qualified.

All those logos on the website should be clickable with a link to the relevant website explaining what the website is all about.  That’s what they mean by outbound links.


I’m going to do a separate video on Schema as it’s so important for 2019.  This is code which is added to your website and written in such a way that Google, Yahoo, Bing and Yandex (the big Russian Search engine) all understand 100% what Schema is all about because the code is written in a certain way.

So when the bots, Google etc., land on your website, they see the Schema code and can tell Google exactly what your website is about and what you want to show for.  Within the Schema code you can also share all your other online assets e.g. where you Facebook, Twitter and Instagram accounts are or where you have a listing on Yell or on a specialist trade directory.

You can put all that within the Schema code. And if you have more than one shop, one depot, one office, you can put all that within the Schema code to show Google exactly what you are, what you’re about, how big you are.


This area is very important – relevant reviews. Reviews are very important when it comes to ranking but most importantly when it comes to getting the click.

So if we come back to the search we did before for engineered wood flooring and look at the adverts.  Would you click on the  first one when these seem to have a rating?

If you come down to the local business, all three have a rating. If you come down to the website, DG Heath has a rating.  Then you have these companies which could be massive companies but people are influenced by ratings (ie reviews).

Google is very critical of the way it collects reviews  i.e. it only trusts its own platform as it can monitor the IP addresses and so knows where the reviews come from. The main aim is to get Google reviews first but you can also get reviews from other platforms like Yell as these all go to influence people to give the click.

You will have gone to lots of work to get ranked, now what you need to do is to set the right image and tone so someone will click  on your website where you can start to do your proper marketing to them.

That’s why reviews are so massively critical as Google likes to see reviews on its own and other platforms and likes to monitor those reviews.  We use totally separate software for all of this (that will be a separate video).

Website Optimisation – URL Structure

URL structure (a bit technical) but all this means is are you putting the structure into silos.  On the DG Heath example they do stuff outside the home, they have timber and accessories,  which are all grouped into different silos and grouped together.

So the structure of your website is very important so when Google lands on your website, it understands what your business is about and what your specialist sections are.

Again if you’re a plumber this could be general plumbing, central heating, bathrooms etc. Then under bathrooms you could have fitting bathroom suites, fitting showers, wet rooms … all the different services available.

Off Page Signals

Off Page Signals are also very important. For example, if you’re a sport supplier and Sky Sports had an article about your business and a link back to your business, that’s such a powerful off-page signal.

The way we do things for our customers is through things like an on-line press release which we know we can get onto page 1 of Google. For example if we did an incognito search for flooring company Swansea again, go onto news and there’s DG Heath again.

This is a news article that Google has picked up on and put it onto its news, it’s listed on page 1 of the results.  When we click onto the article we can see it’s on a very important website Digital Journal which has a very high authority for online use.

Within this article are key words pointing back to the website, another link is going to Facebook. So Google has found this article, read the content, which is all about DG Heath and what it provides. These are the sort of external indicators you want when you talk about off page signals.

So if you take all those factors together: we’ve mentioned getting your Google My Business Listing set up correctly with the right categories and description; then we looked at your on-page information making sure everything is structured correctly on your website with silos set up correctly, key words and LSI key words… put all of that together.

Get your outbound links out to specialist organisations or if you’ve won any awards you’re putting links out to external sites.  Get your Schema on there so you can really write the code to explain what your business is all about.

If you can put all of these things together, when it comes to results, that’s why DG Heath was ranking in the ABC listing, was first and second on the web page itself, it’s because they are giving Google all the information they need to rank.

A final key point is once you’re at the top (and we talk about King of the Mountain), it’s hard to knock you off the top once you’re there, especially if you’ve been there for quite a while.  So the quicker you can get there before your competitors, the more likely you will stay there.

And today there are people who are quite happy to phone you from a Google advert, from the ABC listing as they are perceived as being local companies, then you’ll have people who will scroll down and look at the rest of the results which show your website and directories etc.

This is what we mean by Relevance; how relevant your business is in relation to the key word that person typed into the search engine looking for your type of business, getting them to go to your listing or website and making that phone call.

We previously talked about the 3 Pillars and here we’ve talked about Relevance. In the next video we’ll talk about Proximity and how you can influence the results when someone searches for you.