The key to a keyword’s high quality score in PPC? Relevancy.
The key to a landing page’s high conversion rate? Relevancy.
The key to an ad’s high click through rate? Relevancy
The key to a listing’s high position in the search results? Relevancy.

Relevancy is the key to ALL online marketing –– but particularly so to SEO.

Let’s take a look at how relevancy plays an influential part in SEO:
End-users want to find relevant content when they type a search query into the search engine. In turn, the search engine wants to provide relevant results to that search. If you want your website to be found in those search results, your website must be relevant.

Most people think solely of keywords when they think of relevancy but relevancy is so much more than just matching keywords.

An example of what relevancy is:
•    Page titles that clearly describes a page’s fundamental content in a readable manner.
•    Logical and organized structure themes:

•   Easy and clear navigation that follows the structured theme.
•    Descriptive anchor text in links.
•    Images with alternative descriptive text.
•    Indicators of authority and trust:

• Easy to find contact information.
• Toll-free number.
• Privacy policy.
• References, associations and affiliations (you are known by the company you keep).

An example of what relevancy is NOT:

•    Keyword stuffing.
•    Cloaking.
•    Duplicate page titles.
•    Duplicate content.
•    Overly general content.
•    Thin content with little text and heavy use of graphics.
•    Overly optimized content.
•    Long URLs of database-generated query string parameters.
•    Poor grammar and spelling.

To succeed in search, you must be relevant. To be relevant, your site must be designed with the user in mind first, because doing what’s right for the user is a large part of doing what’s right for the search engine.

Robert offered some expert insights into prospects’ search behavior, campaign structure, and lead gen:

“There are so many things you can do with search as a lead-gen tool, and a thousand ways to approach it,” Coats said. “The key is, it’s not so much how you want to be found as how your prospects are searching. It’s understanding psychology, and human nature and how people begin their searches around issues they’re trying to resolve.”

Read the full article here: Search as Lead Gen

Great work, Robert.