Why Relevance Matters More Than Volume

More websites, links, articles and online profiles do not automatically make a business more visible or authoritative. Their value depends on whether they have a genuine connection to the business, its services, location and intended audience.

In Episode 6 of the Local Business Visibility Podcast, Emily asks Barrie Evans why relevance matters more than volume when building an online authority network.

Looking beyond impressive numbers

It is easy to report how many links were built or how many articles were published. Those numbers do not reveal whether the work answers customer questions, strengthens an important business subject or creates a useful connection.

A suitable local or specialist reference may provide more meaningful context than numerous links from unrelated websites. The same principle applies to supporting websites, business directories, videos, podcasts and automated content feeds.

Topics covered in this episode

• Why marketers and businesses become focused on volume
• What makes a website link relevant
• Why relevance should be considered alongside website authority
• Subject, industry and local relevance
• Keeping supporting websites focused
• Choosing appropriate sources for content feeds
• Why the same feed wall should not appear everywhere
• Maintaining a recognisable subject across videos and podcasts
• Selecting useful business directories and publications
• Warning signs that volume has replaced genuine progress
• Five questions for assessing a new link or publishing opportunity

Barrie also explains how businesses can review one important subject at a time, identify the resources connected to it and remove confusion from the network.

The objective is not to create the largest possible online presence. It is to create the clearest and most useful network the business can realistically maintain.