Enter Comprehend, our new AI-powered suite of NLP (Natural Language Processing) tools that has been scientifically proven to help improve rankings.
The importance of relevance
Google tells us that its systems “analyse content to assess whether it contains information that might be relevant to what you are looking for.”
Pages it deems relevant to the target query are more likely to appear near the top of the search results, and with more than two-thirds of all clicks going to sites in positions 1-3, visibility is crucial for commercial success.
But how can you guarantee that your page is as relevant to the query as possible? Rather than relying on traditional keyword cramming, pages winning those top positions offer targeted, well-rounded content that directly satisfies the user's need.
Introducing the Relevance Score
Comprehend is a new proprietary tool designed by Jaywing to assess and measure content relevance.
It goes beyond basic keyword matching, using the power of NLP to understand the context and intent behind user searches, and ultimately producing a Relevance Score - a metric that measures and quantifies how relevant your content is to specific search query.
This transforms an assessment of relevance from a matter of opinion and judgement into a score which can be used to produce content that is consistent with the way Google interprets pages.
Higher Relevance Score = better rankings
In a recent whitepaper (found below), Jaywing analysed over 50,000 search queries and found a clear correlation between Comprehend's Relevance Score and Google rankings.
This means that, all else being equal, content with a better relevance score will rank higher on a SERP (Search Engine Results Page), the list of web pages displayed by search engines in response to a user's query.
Putting Comprehend to the test
We tested the power of Comprehend using two of our existing Organic Media clients – Mobiles.co.uk and Space Station.
We reactivated existing pages (both editorial content and commercial category pages) to increase their Relevance Score to monitor the impact on rankings.
By using Relevance Score to improve the relevance of Space Station’s Birmingham location page against its target keywords – ‘storage units Birmingham’, ‘self storage Birmingham’ and ‘Birmingham storage’ – the content now ranks on page one (position six) for these key queries, having previously been found on page two. The page now also ranks for 72 new terms, and consequently, now receives more than four times as many clicks and impressions YOY.
Similarly, having improved its Relevance Score, the ‘How to mirror or cast an Android phone to your TV’ blog post for Mobiles.co.uk now ranks for an additional 202 keywords, which have a combined search volume of over 41,000 a month. It also improved existing rankings for 22 queries, and now generates four times the number of clicks YOY.
What does this mean for marketers?
The implications are clear – by using Comprehend to measure the Relevance Score of your content, you can:
1) Improve search engine rankings
By editing content to improve its Relevance Score for target keywords, you have a better chance of it ranking highly on Google.
2) Identify growth opportunities
Scoring your existing content for relevancy against your core business offerings can reveal topics where you need to better evidence your expertise to Google.
3) Gain an unfair advantage
Comprehend helps you understand how a search engine is likely to view your content before you publish it, so you have a better chance of success.
So, want to improve your rankings?
Comprehend's Relevance Score is a game-changer for marketers looking to improve their search engine rankings. By incorporating this powerful metric into the content creation process, you can improve your site visibility and engagement in search engine results.
But don't just take our word for it. Comprehend can be used in a wide variety of ways across the digital marketing spectrum, from upgrading PR reporting, to crafting hyper-relevant ad copy, so whatever you’re looking for, we can help.
Find out what Comprehend can do for you and unlock the benefits of being quantifiably more relevant.