Dimensionalize Your Relevance
Relevance has three dimensions
To understand the details of “what someone seems to be looking for” (as stated in Google’s definition of relevance – above), let’s break each search into three parts (or dimensions): where, what, and how.
Let’s call those three dimensions: Geography, Products/Services, and Features. Or GPF.
- Geography This could be as big as which country (because of shipping and taxes) or as small as which zip code, in the case of pizza delivery zones. “Near me” is a bit of geographic relevance customers type in.
- Products/Services This could be as generic as any roll of paper towels or as specific as one brand of high-capacity industrial crane made specifically for lifting windows. It can also be any combination of goods and services together.
- Features This could cover anything else. Such as price, discount, delivery time, contracting terms, color, insurance coverage, options, customization, warranty, disposal, etc. “When”, as in now or soon or 24 hour, are good things to consider here.
In order to play the relevance game, we’re going to have to become very good at combining the G,P, and the F in our campaigns. Your goal in your campaign is to be as specific as you can in identifying these and grabbing customers when you match up on them.
But first, we’re going to have to understand how the real buyers (of what we are selling) use GPF terms to go about searching for it.