Relevancy Is Key In 2007

What Google's New Relevancy Patents Means to You

Now that we're in 2007, it's time to ask what we need to target more directly this year. Probably the best answer can be found in 1 word - "relevancy".

Google is the leader in many aspects of ranking sites for search results. They have more manpower and brainpower involved in doing this than anyone else.

The research teams at Google filed some new patents that indicate the direction Google is planning to move. Google's new patents describe how relevancy can be used to determine whether a site is worthy of including in the search engine result pages (serp). Relevancy, in Google's mind, is about how the words on your page compare to others site's pages that are on the same topic.

So, let's say your site is about politics. Specifically, Republican politics. Google will compare pages on your site to pages on other sites that are about Republican politics. So, suppose you have a number of pages discussing President Bush. Your pages probably should also mention subjects such as the White House and possibly the Vice President, Congress, current affairs, etc. Because other sites relate George Bush to these key phrases, you ought to include content about the same topics.

How do you know what Google thinks is relevant to a subject?

Do a search on Google for any term. But, precede the term with the tilda (~) character. So to do a relevancy search for politics, enter "~politics" in the search box.

You'll find relevant words are displayed in bold type in the search results. The first pages of words relevant to "politics" include political, elections, government, politicians, as well as politics itself.

Using Relevancy words and phrases to your advantage will help your site to be viewed as a possible authority site. Authority sites have a distinct advantage when it comes to higher placement in the search engine results. Often times, education and government pages are viewed as authority (still a debatable practice) because of their domain. It is very tough to beat these pages but it can be done if you provide better content.

Your goal is to have the search engines consider your site an authority by providing content that is not only original but also viewed as relevant when compared against the web as a whole. No longer will keyword stuffing a web page get you a high placement. The search engines are working towards a learning machine with the ability to recognize patterns and use those patterns to manipulate their output.

Even though Google was the first to file patent, you better believe that Yahoo! and MSN are not far behind. It will be interesting to see if all of Google's patents will be accepted due to the wide ranging impact of the relevancy concept. It could be that the technique passes but the overall concept is rejected. Only time will tell on that subject, which could be a couple of years.

But, right now, you should be concentrating on locating and using words that are relevant to you main topic.

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