10 Ways to create a relevant website that ranks well: Part 2

how is this relevantCreating a website that ranks well in search results is dependent on a number of things.  First and foremost your content should answer the questions most commonly asked by your ideal client or customer persona.  You want to be sure that what you are offering and positioning in your content is relevant to your user’s intention. Do they want to know something? Go somewhere? Or do something?  Once you are sure that you’re answering these questions you need to be clever about how you structure your content so that your answers are more easily found than your competitors. You can do that through the use of keywords and phrases  throughout the content, and in the construction of the page i.e. in the page title, meta description and in the headings. This is called ‘on-page SEO.’

These things are described in more detail in Part 1 of 10 Ways to create a relevant website that ranks well.

Part 2 is about adding fuel to your fire of relevance so that you can be sure you are doing everything possible to create a relevant website for your business.

  1. Write sexy meta descriptions

Not only should your meta descriptions contain a keyword or phrase or variations thereof, but they should be written with flair and solid thought.

Remember that your meta description shows up in the search results and needs to make sense when viewed quickly. It should succinctly answer the question of the reader, peak their interest and describe what is on the content page.   Don’t try and trick the search engine robots either – just invite the reader to visit your website.


  1. Create a compelling page statement

When a user clicks through from the search results page they need to feel immediately that the page they have landed on is relevant to their query.  A strong short headline or a couple of lines of summary text will suffice if crafted carefully with the inclusion of keywords.  This summary text should bring the whole idea of the page together and be enough to reassure the reader that they have landed in the right spot.

Regardless of whether the page is static site content or a blog, you can accomplish relevance quickly by creating a summary headline.

  1. Solve a problem


Each of your pages should solve a problem for your reader. Understand and assess your customer’s problem then provide a solution for it in the body of the content. If you do that successfully your page becomes ‘relevant.’

Your user’s problems are the basis of your keyword list and therefore your content marketing strategy. As you solve problems, and create content that is laser-focused on your ideal client, you’ll become good not just at ranking in the search results but also in dominating your niche.

  1. Be timely

Your content should match current trends and events occurring in your niche. How ‘relevant’ you are can be proportional to how timely you are.

Here are two different angles to establishing relevancy with timely content:

  • Write about current events on your blog and social media, put your own spin on them and make them relevant to your niche
  • Write evergreen content for your website. Truly timeless content is just as important if it answers the right questions.
  1. There is no ‘right’ length for your content

Your solutions can be as comprehensive and lengthy as they need to be to successfully solve the problem of your ideal client.  Different platforms demand different levels of detail. So, regardless of whether it’s a 140 character Tweet or a 10,000 word eBook, your content goal should be to remain as relevant as possible to your audience whist answering their questions.



Creating a relevant website, or any other piece of content for that matter, is not just about the subject matter it’s about the mechanics as well.  Sometimes the most awesome writers are not creating the most relevant content. The best results come from a combination of skill, experience, technique and most importantly, the ability to truly understand your ideal clients’ problems.


Recent Posts

Connect socially