A few weeks ago, we discussed what SEO, or search engine optimization is. Today, we are going to discuss how you can improve your SEO and attract more visitors to your website using one of the main components of SEO, relevance. Because, as we all know, a pretty website does no good if no one can find it!

If you remember, there are three main components that search engines use when someone types a query in the search bar. They are relevance, usability and authority. The first aspect of SEO that we will cover is relevance.

What is relevance? The answer is simple. It is finding a web page with the right words. Relevance is why you don’t get information about penquins when you ask Google what the best restaurant is in your neighborhood. Penguins are irrelevant to your question. In order to ensure that your potential visitors are finding your site, you want to make sure that you are using the correct keywords. Your keywords need to be relevant to what your website is all about.

There are some amazing tools available to help you find keywords that fit your organization. For instance, say we wanted to open an online shoe store. One keyword would be shoes. But, if someone typed in shoes as a query, he or she would not get your particular website. Instead, we can use a tool, like Keyword Explorer, from Moz, to help us determine additional and more specific keywords.

Using Moz’s tool, here is a list of addional keywords:

  • shoe stores near me
  • online shoe store
  • shoe stores in the mall
  • men’s shoe stores
  • women’s shoe stores
  • shoe stores near my location
  • shoe shop

These are just a few examples of different keywords that can be incorporated into our fictional website to better guide potential customers to our site. The more specific you are with keywords, the better. Taking the example above, selling shoes online is a pretty broad category, which is fine. But, let’s say you sell not just any shoes, but men’s blue suede shoes. Your keywords should be “men’s blue suede shoes”.

Please note, you do NOT, want to stuff your website with keywords. Placing keywords throughout your website, does not help SEO, it actually hurts it by penalizing your website when it comes to search queries. Keyword stuffed websites become irrelevant, not relevant. Placing the word “shoes” too many times on your site will make Google (or other search engines) read your site as spammy. Quality content (or authority) is so important that it is another component of SEO that we will cover in the future. For the time being, know that your content needs to be authentic, not stuffed with spammy keywords in an attempt to gain more traffic.

There are a few places which you will want to place your keywords for best results:

  • Site Title (aka Title Tag). Your site title can be found under settings and then general. In this area, you can enter not only the name of your website, but a keyword or two to describe your website. Take a look at the blue field in the New York Times site title. Instead of just stating New York Times, there is a dash with a site description behind it. This is your title tag.

New York Times Title Tag

  • Page Description (aka Meta Description): Below the New York Times title is a brief description of the site. This one is a bit tricky. Although having keywords in the description doesn’t affect rankings, it can influence clicks.
  • Post Names. By default, WordPress gives your posts weird names like www.nashcreative.co/1294949. Instead, you want to change this (once again, this can be found in settings and then permalink). Instead of the default setting, chose Post Name. Google is better able to tell what your post is about.
  • Headings. Your keyword(s) should be used in headings of your website. Headings aren’t just for formatting and making your website pretty. They actually have a purpose when it comes to SEO. We will discuss headings more later this week, but for now, just know that search engines use headings to understand what your site or post is about.
  • Images. Yep, that’s right, images also lend to SEO. Giving your image the right file name is crucial. Instead of 124345.jpg, you should give your image a name the describes it. For instance, bluesuedeshoes.jpg lets search engines know that the picture is one of blue suede shoes. WordPress users can also easily at alt text and title text when using images. This is dual purpose as not only does this help with SEO, but it allows users with visual disabilities to employ the use of screen readers and know what the image is all about.


These are just a few basic SEO principals that will help your website’s rankings. When it comes to relevance, making sure that you have used the right keywords in the right places will not only help you better organize your thoughts and information, but also ensure that your website’s content is relevant to potential search queries.

The hole of SEO is deep, but do not worry. Taking just a few simple steps, like those listed above, can help even the most novice blogger gain a bigger following.

As always, if you have any questions or if you would like further help with SEO, we’d love to help! Contact us to schedule an appointment!