One tactic to improve the relevance of your website is to write useful articles on your site’s topic. The implicit goal with this exercise is to garner high-quality inbound links from related websites. However, pursuing those links, depending on your tactics, can skirt search engines’ terms of use. The better approach is to follow search engines’ guidelines to build up on-page, relevant keywords for your business, and bolster them with appropriate meta data.
Key areas to pay attention to:
- Appropriate use of headings and subheadings, taking advantage of the relative importance of H1 vs. H2 vs. H3 etc. tags
- Text geared toward quickly answering your visitors’ questions
- On-page indicators for location-based relevance, if necessary
- Meta data regarding topics and keywords that align with the on-page text
As with most standards, those relating to SEO are fluid with each iteration of a search engine’s updates, so it’s important to pay attention to the basics. If you’re in a competitive industry, asking for help from an SEO professional will help hone your targets and goals.