Measuring relevance
Knowing when your brand is relevant helps make better marketing decisions. Your website is an Internet container for your brand. Let’s see how to measure the relevance of your website using SEO.
Search engines connect different topics on the Internet. They show results that are relevant to a given search topic. What search engines also do is give back those search queries when THEY thought your website was relevant and when it appeared.
Map your marketing position
We can use the relevance of search queries to establish a topical map of your website Internet relevance. The map lists those topics Google has connected to your website.
You can see how this website's relevance changes over time by comparing the past two months.
When people search on topics that are on the map, your website is most likely to appear in the result. This information can be helpful when you are evaluating your marketing positioning. The map shows which topics best describe your Internet relevance.
Uses for relevance maps
How your website is positioned on the Internet is the basis for reaching new customers. Knowing the relevance of your website can be used for making decisions to move forward.
Verify your marketing positioning
It’s a good idea to understand when search engines think your website is relevant. This is a great place to start incrementally improving the performance of your outreach and engagement.
Caution: If you have never checked the relevance of your website, initial results can be surprising. If the content of the relevance map does not make sense, or you can not find your marketing positioning on it, then there is work to be done. Your customers are looking to find you. It's your job to be found. Don't worry. We can help you.
If your name or brand dominates the relevance map then you have too few connections. Brand domination is a trigger to expand how you can explain what you do. Try adding content that answers the question: “call me when…”. Like this:
Call SearchBox when:
- You need to measure the relevance of your website
- You are sure half of your marketing is wasted - you just don’t know which half.
- You need to expand your business overseas.
Changes in your marketing positioning
Business events can change your marketing positioning. You might be entering a new market, expanding your market, or launching a new brand. It is a good idea to check the relevance map when you are making changes to your marketing positioning.
How to make changes to the relevance map is by updating the content on your website. Tools like blogs, events and web stories can change the relevance of your website.
Targeting specific audiences
People searching for your relevant topics have intent. At SearchBox, we target specific intent audiences with advertising.
Changes over time
Your relevance changes all the time. Google can update your relevance several times a day. Use relevance maps to track those changes - specifically improvements in your relevance to help move your business forward.
More results
