How to Boost Your Website’s Relevance

In an increasingly competitive digital landscape, boosting your website’s relevance isn’t just about showing up in search engines. It’s about staying valuable to your audience, evolving with algorithms and establishing credibility in your niche. Whether you’re running a business site, blog or e-commerce platform, staying relevant means more visibility, better engagement and, ultimately, higher conversions. Here’s how you can boost your website’s relevance in 2025:

Understand your audience

Relevance starts with understanding. Your website content, design and user experience must align with the expectations, needs and behaviour of your target audience. You can do this in a number of ways, including:

• Creating buyer personas – define your ideal visitors by demographics, goals and challenges
• Using analytics tools – leverage Google Analytics, Hotjar or Microsoft Clarity to understand user behaviour
• Monitoring social trends – tools like Exploding Topics or Google Trends can help identify what your audience cares about right here and now

Optimise for search intent

Modern SEO isn’t just about keywords. It’s about intent. Search engines will favour pages that satisfy what the user really wants to find. Here are some action steps to take if you’re wanting to optimise for search intent:

• Categorise content by intent – informational, navigational, transactional or commercial investigation
• Match content format – if users are searching for “how to”, create a clear tutorial or guide. For product comparisons, build in-depth vs-style pages
• Answer questions – use tools like AnswerThePublic or SEMrush to identify user questions and answer them directly on your pages

Keep content fresh & up to date

Outdated content can harm your credibility and rankings. Regularly refreshing your website keeps it aligned with current trends and algorithm expectations. Here’s a simple content strategy you could use to keep your content as up to date as possible:

• Audit old blog posts/website pages – check for outdated stats, broken links or irrelevant references 
• Revise annually – for evergreen content, update these topics and content types at least once a year
• Re-promote updated content – share the revised content on social media, in email newsletters or republish it with a brand new date and time

Improve technical SEO & site performance

Search engines prioritise fast, secure and accessible websites. A slow or poorly structured site will lose traffic and relevance, regardless of content quality. When it comes to improving technical SEO and site performance, here are some hints and tips to get the job done effectively:

• Mobile optimisation – use a responsive design to ensure your site works on all devices
• Site speed – compress images, use caching and consider CDN (content delivery network)
• Structured data – implement schema markup to enhance how your content appears in search results
• Core web vitals – prioritising metrics like Largest Contentful Paint (LCP), First Input Delay (FID) and Cumulative Layout Shifts (CLS)

Build topical authority

Google and users trust websites that are recognised authorities on specific subjects. This requires depth over breadth. Here are a few tips and hints that will help you build website authority:

• Cluster your content – use topic clusters with pillar pages and supporting articles to create a knowledge hub
• Get quality backlinks – reach out to authoritative websites for guest posts, partnerships or content sharing
• Publish original research – case studies, surveys and reports can earn backlinks and brand trust

Engage website visitors with strong UX & CTAs

A relevant website isn’t just visited. It’s interacted with. Your design and calls to action should guide visitors smoothly towards certain goals. Here are some user experience (UX) improvements you can make now:

• Clear navigation – make it easy for visitors to find what they’re looking for
• Readable design – use appropriate font sizes, spacing and contrast
• Effective CTAs – use clear, compelling language that aligns with user intent (e.g. “download our guide” vs. “click here”)

Leverage AI & personalisation

AI-driven personalisation is becoming a game-changer. Tailoring the user experience based on behaviour or preferences boosts engagement and relevance as a result. Here are some tools and tactics you can use to leverage AI and prioritise personalisation:

• AI chatbots – help visitors find what they need quickly
• Dynamic content – adjust headlines, offers or recommendations based on visitor data
• Email personalisation – segment users and personalise follow-ups to match their browsing history or actions

Stay active on the right channels

Promoting your content where your audience hangs out keeps your website top of mind and drives recurring traffic. Here are some hints and tips for promoting your website and its content online:

• Use omnichannel marketing – mail, social media, search and even podcasts or video platforms
• Repurpose content – turn a blog post into a video, infographic or social post
• Engage with community – answer questions on Reddit, Quora or niche forums to build brand visibility

At Kumo, we provide comprehensive digital marketing solutions to businesses throughout the UK. Located in the centre of Nottingham, our skilled team focuses on SEO, PPC, content development and website design – each service crafted to enhance your brand and set it apart. Want to learn more? Get in touch with our friendly, professional team – we’re here to help.