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How Do You Build Discovery and Relevance for Search Engines?

Julia McCoy
Wednesday, 8th May 2024
how do you build discovery and relevance for search engines

You’ve slaved over your website, meticulously crafting each sentence to engage and delight your audience. But despite your best efforts, your traffic remains as stagnant as a forgotten cup of coffee. And when it comes to search engine rankings, well, let’s just say you’re not exactly topping the charts.

Sound familiar? Don’t worry, you’re not alone. Building discovery and relevance for search engines can feel like trying to navigate a maze blindfolded. But here’s the good news: it doesn’t have to be that way.

Ready to ramp up your digital marketing and get your content the attention it deserves? With a bit of strategy and effort, you can improve your search engine visibility and reach your target audience.

So how do you build discovery and relevance for search engines? Let’s explore.

Table Of Contents:

How Do You Build Discovery and Relevance for Search Engines?

Before we go into specific strategies on how to build discovery and relevance, let’s review how search engines work.

When you enter a search query, the first thing that a search engine will do is crawl the internet for fresh, relevant content. These search engine crawlers follow links from one page to another, indexing the content they find along the way.

So, how do search engines decide which pages to show at the top of the search results? They use a complex algorithm that takes into account hundreds of different ranking factors.

Some of the most important ones include:

  • Relevance: Does the content on the page match the user’s search query?
  • Quality: Is the content well-written, informative, and engaging?
  • Authority: Does the website have a good reputation and a lot of high-quality backlinks?
  • User Experience: Is the website easy to navigate and does it load quickly?

Another important factor that search engines consider is user intent. What is the user looking for? Are they trying to find information, make a purchase, or navigate to a specific website?

Search engines also look at user behavior — how people interact with the search results — to determine which pages are the most relevant and useful.

For example, if a lot of people click on the first result and then quickly bounce back to the search page, that’s a sign that the result wasn’t very helpful. On the other hand, if people click on a result and spend a lot of time on that page, that’s a good indication that it’s a high-quality, relevant result.

Know more about how search engines work in our comprehensive guide on how search engines rank your content.

how do you build discovery and relevance for search engines

So how do you build discovery and relevance for search engines to get your website to the top of SERPs?

Search engine optimization.

Boost your SERP visibility and drive targeted website traffic with these five essential SEO tactics.

1. Create High-Quality, Relevant Content

Now that you understand how search engines work, let’s talk about how you can create content that will rank well in the search results. The key is to focus on creating high-quality, relevant content that provides value to your target audience.

Find Relevant Keywords

Keyword research is a crucial first step before creating content. It’s the key to unlocking what your target audience is after and crafting content that hits the bullseye.

Ready to uncover the best keywords for your content? Try out popular tools like Google’s Keyword Planner or Ahrefs’ Keywords Explorer. You’ll get instant access to search volume data, competition levels, and even related keyword ideas to help you optimize your content strategy.

Make Your Content Readable (both by humans and search engines)

Once you have your target keywords, it’s time to start creating your content. One of the most important things to remember is your content structure. You want to ensure your content is well-organized and easy to read, with clear headings and subheadings that break up the text.

You should also use your target keywords throughout your content but don’t overdo it. Keyword stuffing (i.e., repeating the same keyword over and over) is a big no-no and can hurt your search rankings.

Instead, use your keywords naturally in places like your page title, headings, and meta description.

Learn how to write SEO content in this tutorial.

Inform and Engage

Of course, keywords are just one piece of the puzzle. To rank well in the search results, you need to create content that is engaging, informative, and valuable to your target audience.

To create content that resonates, put yourself in your readers’ shoes. What burning questions do they have and how do you solve their problems?

Bring your points to life with vivid examples, intriguing case studies, and relatable stories from the real world.

Infuse your writing with a dose of personality. Authentic, human-like content resonates with readers far more than generic, robotic text ever could.

Regularly Update Your Content

Finally, it’s important to keep your content fresh and up-to-date. Search engines love websites that regularly publish new, high-quality content. Plus, updating your old content with new information and insights can help it rank even better over time.

I recommend setting a regular content creation schedule and sticking to it as much as possible. Whether that’s once a week, once a month, or even once a quarter, consistency is key.

2. Optimize Your Website Structure

Imagine your website as a well-oiled machine, humming along and catching the attention of search engines. With a few strategic tweaks to your website structure, you can make sure those search engines are seeing your site in the best possible light.

URL Structure

Your URL structure should be clean, concise, and easy to read. Use hyphens to separate words (instead of underscores or spaces) and keep your URLs as short as possible.

For example, a URL like “” is much better than “”.

Meta Tags and Descriptions

Meta tags and descriptions are the unsung heroes of your website’s code. The title tag is like the headline of your page, while the meta description is the enticing blurb that convinces search engines your content is worth clicking on.

Your title tag should be a concise, accurate description of your page’s content, and should include your target keyword if possible. Your meta description should be a brief summary of your page (around 150-160 characters) that entices people to click through to your site.

Header Tags

Header tags (H1, H2, H3, etc.) are used to structure your content and signal to search engines what your page is about. Your H1 tag should be the main title of your page, while H2 and H3 tags can be used for subheadings and sub-subheadings.

Use your header tags strategically to break up your content and make it easier to read. And don’t forget to include your target keywords in your header tags where appropriate.

Mobile-Friendly Design

With more and more people using their smartphones to browse the web, having a mobile-friendly website is essential. Google has even started using mobile responsiveness as a ranking factor in its search results.

Make sure your website is responsive (i.e. it adjusts automatically to fit different screen sizes) and that it loads quickly on mobile devices. You can use Google’s Mobile-Friendly Test to see how your site stacks up.

Internal Linking

Internal linking is the practice of linking to other pages on your own website. This helps search engines understand the structure and hierarchy of your site, and can also help spread link equity (i.e. ranking power) throughout your pages.

When creating internal links, use descriptive, keyword-rich anchor text that gives context about the page you’re linking to. And don’t go overboard – a few strategic internal links are better than a ton of spammy ones.

By optimizing these website elements through technical SEO, you can make it easier for search engines to crawl and index your content, which can lead to better search rankings and more organic traffic over time.

Key Takeaway: Understanding how search engines work is key to boosting your site’s visibility. Focus on creating high-quality, relevant content and use smart SEO strategies like keyword research, structured content, and technical optimizations. Stay consistent with updates for the best results.

3. Build Authority Through Link Building

Let’s talk about one of the most important aspects of SEO: link building.

Search engines use backlinks (links from other websites to your site) as a signal of authority and trustworthiness.

To build authority, you need to create high-quality content that other websites will want to link to.

Quality Over Quantity

When it comes to link building, quality trumps quantity every time. It’s better to have a handful of high-quality backlinks from reputable websites than a bunch of spammy links from low-quality sites.

Focus on creating valuable, informative content that other websites in your niche will want to link to naturally.

Relevant Websites

Another key factor in link-building is relevance. You want to get backlinks from websites that are relevant to your industry or niche.

For example, if you run a fitness blog, a link from a health magazine or a popular fitness influencer’s website will carry more weight than a link from a random blog about cars.

Guest Posting

One effective way to build high-quality backlinks is through guest posting. This involves writing articles for other websites in your industry and including a link back to your own site in the author bio or within the content itself.

When guest blogging, make sure to choose reputable websites that have good domain authority and a relevant audience.

Broken Link Building

Another tactic you can use is broken link building. This involves finding broken links on other websites in your niche and reaching out to the website owner to suggest replacing the broken link with a link to your own relevant content.

This not only helps you build backlinks, but it also provides value to other websites by fixing their broken links.

4. Implement Local SEO Tactics

If you’re a local business, you can’t afford to ignore local SEO. By optimizing your website and online presence for local search, you can attract more customers in your area and stand out from your competitors.

Google My Business Listing

One of the most important things you can do for local SEO is to claim and optimize your Google My Business listing. This is the free listing that appears in Google’s local search results and on Google Maps.

Make sure to fill out all the information completely and accurately, including your business name, address, phone number, website, hours of operation, and product categories.

Local Keywords

To boost your local search rankings, weave in location-specific keywords throughout your website. By including your city, state, or region alongside your primary keywords, you’ll catch the attention of potential customers in your area.

For example, instead of just using “plumber,” you might use “plumber in Scottsdale” or “best plumber in Arizona.”

how do you build discovery and relevance for search engines

NAP Consistency

Another important factor in local SEO is NAP consistency.

NAP stands for Name, Address, and Phone Number.

Picture this: a potential customer searches for your business online, but they find conflicting information about your name, address, or phone number.

Frustrating, right?

Save them the trouble by keeping your NAP details consistent throughout your website, Google My Business listing, social media profiles, and any other online listings or citations.

Local Content

Creating local content is another great way to boost your local SEO. This could include blog posts about local events, news, or attractions, or pages on your website that are specific to your location.

By creating valuable, relevant content for your local audience, you can attract more local traffic and show search engines that your website is a valuable resource for people in your area.

Online Reviews

Finally, don’t underestimate the power of online reviews for local SEO. Encourage your satisfied customers to leave reviews on your Google My Business listing, Yelp, and other relevant review sites.

Glowing reviews from happy customers can skyrocket your local search rankings, bringing more foot traffic through your doors.

5. Monitor and Analyze Your SEO Performance

Seeing is believing when it comes to SEO. You can’t just set it and forget it – you need to keep a close eye on your SEO metrics, continuously tweaking and refining your approach to stay ahead of the game.

Set Up Google Search Console

Google Search Console is a game-changer when it comes to keeping tabs on your SEO performance. This complimentary tool from Google lets you peek behind the curtain and see exactly how your website is faring in search results.

You’ll get the scoop on which keywords you’re crushing, how much traffic is flowing your way, and any pesky issues that might be holding your rankings back.

To set up Google Search Console, you’ll need to verify your website ownership and submit your sitemap. Once you’re set, you can start tracking your performance and identifying areas for improvement.

Track Key Metrics

Among the key metrics you should be tracking to measure your SEO performance are:

  • Organic traffic: The number of visitors coming to your website from organic search results.
  • Keyword rankings: Where your website ranks in search results for your target keywords.
  • Backlinks: The number and quality of websites linking back to your site.
  • Bounce rate: The percentage of visitors who leave your website after only viewing one page.
  • Conversion rate: The percentage of visitors who take a desired action on your website, such as making a purchase or filling out a contact form.

By tracking these metrics over time, you can see how your SEO efforts are paying off and identify areas where you need to improve.

how do you build discovery and relevance for search engines

Identify Areas for Improvement

As you keep an eye on your SEO metrics over time, you’ll begin to spot growth opportunities. Perhaps you need to target different keywords, build more high-quality backlinks, or improve your mobile user experience.

Look out for:

  • Keywords that you’re not ranking well for
  • Pages on your website that have a high bounce rate or low conversion rate
  • Backlinks from low-quality or irrelevant websites
  • Technical issues with your website, such as slow loading times or broken links

By identifying these areas for improvement, you can focus your SEO efforts where they’ll have the biggest impact.

Adapt Your Strategy

Finally, it’s important to be willing to adapt your SEO strategy based on your performance data and changes in the search landscape.

Experiment with fresh tactics, hone in on new keywords, or revamp your content game plan. Keep an open mind and continuously fine-tune your strategy according to what’s hitting the mark and what’s falling flat.

Keep an eye on your SEO performance and be ready to switch things up as needed. That’s how you’ll stay one step ahead and crush your SEO goals for the long haul.

Key Takeaway: Boost your site’s authority and local SEO by creating killer content, snagging relevant backlinks, and optimizing for local searches. Keep an eye on key metrics like traffic and rankings through tools like Google Search Console to tweak your strategy for the win.

FAQs: How Do You Build Discovery and Relevance for Search Engines

How to build discovery and relevance?

To boost discovery, nail SEO basics and sprinkle in keywords. For relevance, match content with user searches. Simple yet effective.

How do search engines determine relevance?

Search engines use algorithms to analyze keywords, site usability, and backlinks to gauge if your content answers the search query.

How do search engines discover your content?

Crawlers scan the web for new or updated pages. Make sure your site’s crawlable by optimizing its structure and links.


Building discovery and relevance for search engines is no small feat, but it’s absolutely essential if you want your content to be seen and appreciated by your target audience.

By focusing on creating high-quality, relevant content, optimizing your website structure, building authority through link building, leveraging local SEO tactics, and monitoring your performance, you’ll be well on your way to search engine success.

Written by Julia McCoy

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