How Does Google Determine Relevance? (And How Do I Improve It)

Whenever you need accurate information, going directly to the source is often the best strategy. That's why when it comes to understanding how Google determines relevance for local business profiles, it's crucial to consider what Google itself has to say. According to Google, "Relevance refers to how well a local Business Profile matches what someone is searching for. Add complete and detailed business information to help Google better understand your business and match your profile to relevant searches." In other words, for a search engine, relevance refers to the crucial factor that determines the significance of a map pack or webpage in relation to a user's search query.

You might wonder why local relevance is so important. Well, local search results are primarily based on three factors: relevance, distance, and prominence. A combination of these elements determines the best match for a user's search. In certain cases, Google's algorithms might decide that a business located farther from a user's location is more likely to have what they're looking for compared to a business that's closer. As a result, the former might be ranked higher in local search results.

So, what factors influence local relevance? Again Google says, "businesses with complete and accurate information are easier to match with the right searches." This directly improves your business's relevance score. The key is to provide clear information about what your business does, its location, and its hours of operation to visitors and, more importantly, to Google.

To ensure that your business is viewed as relevant by search engines like Google, it's important to target keywords or topics that potential customers are likely to search for. For instance, if you run a kitchen remodeling company in Richmond VA, you'll want to ensure that your business is associated with keywords such as "kitchen contractor Richmond VA."

Let's list the factors that impact your local relevance:

• Local Category Selection
• Business Description
• On-Page Signals:
• Content
• Title Tag, Meta Description
• Body Tags (H1, H2, etc.)
• Alt Text
• Internal Linking
• Outbound Links
• Schema
• Relevant Reviews
• URL Structure
• Off-Page Signals
  
• Guest Posting
• Creating 10x Content Pieces
  

Improving Your Search Relevance for Local Rankings on Google

So, how can you boost your relevance and improve your local ranking on Google?

Local Category Selection

One of the most important factors in ranking locally is selecting relevant categories for your listing. These categories are essentially tags that you associate with your business. You want to ensure that you only select categories that define your business — the more relevant or specific the better.

Examples:

1. HVAC Repair Service: If your business specializes in fixing heating, ventilation, and air conditioning systems, you should use the category "HVAC Contractor" instead of a broader category like "Contractor."
2. Carpet Cleaning Company: If your company focuses on cleaning carpets, the category "Carpet Cleaning Service" would be more appropriate than a generic "Cleaning Service."
3. Law Firm - Personal Injury: If your law firm specializes in personal injury cases, you should use the category "Personal Injury Attorney" rather than the more general "Law Firm."
4. Tax Preparation Service: If your business offers tax preparation services, the category "Tax Preparation Service" would be more relevant than a general "Financial Consultant."

Dealing with seasonality

Seasonal shifts can have a significant impact on the services a business provides. For instance, an HVAC contractor might find themselves focusing more on air conditioning repairs in the hot summer months and shifting gears to furnace repairs when winter rolls in.

Adapting your primary category to align with these seasonal shifts is a savvy business practice. For instance, if a potential customer is on the hunt for a heating contractor, you certainly don't want them to encounter your business listing showcasing "air conditioning repair" as your primary category. This could happen if you neglect to update your category selection to reflect your current focus.

Moreover, by failing to update your category, you risk diminishing your business's relevance for a significant portion of the year when your service focus changes. So, it's essential to keep your category selection in sync with the seasonal changes in your business offerings.

Add a Business Description

By adding a description of your business to your GBP, you allow users to know exactly what you do (as well as search engines). This shouldn’t be salesy, or an attempt to market your business. Instead, it should give users (and search engines) the info they require to determine if your business matches their needs or intent.

Tips for Writing Your Google Business Profile Description

• Tell the visitor what differentiates your business from your competitors
• Include a brief history of your business if that’s appropriate (for example if you have recently reached a notable milestone such as X years in business)
• Don’t add URLs/Links
• No keyword stuffing
• Include a call to action such as ‘Visit us today’
• Don’t refer to sales or special offers (use Posts to communicate that kind of information)
• DO NOT USE ALL CAPS
• Include your business name, keyword, and location (naturally) in the first couple of lines. Google’s Vicinity update means keyword stuffing is no longer effective so don’t force multiple keywords into your description.
• Write for your audience. Business description gives you a chance to allow your business’ personality to shine. The information you convey, and how you convey it should resonate with your target audience. 
• Add social proof where possible.

On-Page Relevance Signals

Optimizing your web pages for specific keywords is crucial to enhancing your relevance and increasing the likelihood of being favored by Google's local algorithm. Through competitor research and result analysis, you can pinpoint exactly what search engines are looking for in relation to a specific search query or keyword.

We've compiled a list of on-page attributes below that are essential to consider when striving to boost relevance for a specific keyword or topic.

Content

Crafting your content effectively plays a pivotal role in determining whether it deserves to rank. A core algorithm update rolled out by Google in 2018 emphasized the importance of relevance in content. It's not about the length or quality of your content, but rather whether it is relevant to a user's search query. Pages with strong relevance to a keyword or topic experienced a boost in rankings.

Search engines are looking to see if your content aligns with the intent of the user's initial search query. Does it provide the answer they're searching for? Here are two strategies to enhance relevance while crafting your content:

1. LSI Keywords: Including keywords that are semantically related to each other can enhance the relevance of your content for your target keyword or query. Search engines are adept at establishing connections between keywords and reward pages that do this effectively. Tip: Leverage Google's search predictor to assist you.
2. Long Tail Keywords: Although these keywords are lengthier, they typically convert at a higher rate because they are more specific and descriptive. They add context to your content, which helps search engines determine if your page matches the user's search query context.

Title Tag

The title tag is your page's first impression, and it plays a crucial role in both search engine optimization and user experience. It's an excellent place to incorporate your target keyword and entice users to click through to your page. The title tag not only signals to search engines what your page is about but also communicates to users the topic of your content.

Meta Description

The meta description is your opportunity to expand upon your title tag and provide additional context about your page's content. Remember to include your target keyword to reinforce relevance. This snippet of text under the title tag in search results helps users decide whether your content is what they're looking for.

Body Tags (H1, H2, etc.)

Your content can be organized with headings, which not only help capture user attention but also enhance readability. Using descriptive headings that explain the content that follows is a best practice. The H1 tag is particularly important as it stands out most on a webpage. Search engines place significant weight on the text within these tags, making it a strategic place to include your keywords.

Alt Text

Visual content is crucial for user engagement, and images are a key part of that. When you add images, you can use alt text to describe what the image is. This not only helps search engines understand the content of your images, but it's also essential for accessibility. If you can, include keywords in the alt text that are relevant to the service or product the image represents.

Internal Linking

By creating internal links, you can guide users to other relevant pages on your site. This not only enhances user experience but also helps spread link equity and establish a hierarchy within your site. Use internal linking to bolster the relevance of a page by directing users to related content or pages that strengthen your main topic or keyword.

Outbound Links

Outbound links, or links to external websites, can be beneficial for your SEO strategy. They provide additional resources for your users, which can help with engagement and time on page. By linking to relevant and authoritative websites in your niche, you can help Google's local algorithm understand your chosen area of expertise.

Schema Markup

Schema is a type of structured data that you can add to your web pages. It helps search engines understand the context of your content, leading to more informative and rich search results. Implementing schema for relevant elements on your page can boost the relevance of your content for specific topics or keywords. Search engines can easily interpret schema, improving your chances of ranking higher in search results.

Relevant Reviews

The significance of relevant reviews can't be overstated. Not only do reviews influence rankings, but they also add contextual relevance to your page. If a page is about a specific product or service, the reviews on that page should be specific to that offering. By aligning reviews with the content of the page, you add another layer of relevance, which can help boost your standing in search results. It's also wise to display location-specific reviews on the corresponding sections of your website to boost local relevance.

URL Structure

How you structure your URLs speaks volumes to search engines about the content of your page. Your URL should succinctly reflect the topic of the page. A clean, well-structured URL can significantly improve the relevance of a page to a specific keyword or topic, making it easier for search engines to understand the context of your content.

Off-Page Relevance Signals

When it comes to ranking your website, trust and credibility are paramount. That's where off-page signals come into play, primarily in the form of backlinks. These are links from other websites that point to your site. The more quality backlinks you have, the more authority your website or webpage gains, signaling to search engines that your content is both trustworthy and credible. And when I say 'quality', I mean links from reputable sites that are relevant to the content they're linking to.

Take, for instance, a page about "car insurance". You'd want backlinks from pages related to insurance, and even better, from pages specifically about car insurance. A link from a "home insurance" page wouldn't be as beneficial because the topics don't quite align. Let me lay out a couple of stellar strategies for off-page link building.

Guest Posting

Guest posting is a fantastic way to build backlinks. It involves using specific Google search strings to find relevant guest posting opportunities, where you can share your knowledge and expertise. These opportunities are golden because they not only increase your website's authority but also its relevance.

Remember, standing out is key when reaching out to potential guest posting sites because you're not the only one knocking on their door. Make sure your initial message is compelling, showcasing what you or your business brings to the table, and provide multiple topic ideas to give them options.

Creating 10x Content Pieces

If you're aiming to be a link-building pro, leveraging your high-quality content is the way to go. Creating "10x content" (content that is ten times better than what's currently out there) requires a lot of effort and research, but trust me, the results are worth it.

Your content must be so good that it blows readers away. When your content is top-notch, promoting it becomes a breeze. Industry experts and site owners love linking to content that's valuable and relevant. The better your content, the more likely you are to earn backlinks.

Wrap up

In summary, understanding and optimizing your business's relevance in Google's local search is essential for attracting more customers. By providing complete and accurate business information, targeting relevant keywords, and following Google's guidelines, you can significantly improve your local ranking and increase your visibility to potential customers in your area.