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There is a fine line in the difference between site relevance and popularity and many webmasters are on a never-ending quest in discovering and implementing that perfect balance, but what many of them fail to realize is that by the continual addition of fresh relevant content into their website, they can build popularity with every incoming link to that content.

Without doubt content is king, but in the drive for both popularity and relevance, achieving that fine balance can sometimes be a catch 22 affair!

The science of the search engines can be traced back to the middle of the 20^th century when the programming methods of data storage and retrieval on computers systems in use by the government and universities were continually being improved to allow researchers the ability to quickly gather the data that was needed for their specific requests. From this system the term “information retrieval” (IR) was coined. Scientists soon discovered that data could be returned based on 2 factors: relevance and popularity.

Relevance is given to the quality or the degree of content in the document that matches a users request. The calculation of relevance rises as the users query shows up multiple times within the document or as a title, heading or subheading.

Popularity is given to a particular document that is used as a supporting reference in one of more documents that would match a search query.

This basic element of IR was used as the common stepping-stone on the Internet for the retrieval of websites and information that is indexed and included in search engine databases, and over time each of the major search engines have developed their own algorithms to further refined the quality of data that is returned for a search query.

Google co-founders Larry Page and Sergey Brin revolutionized the power of search engine with the development of their algorithm that created what is known to day as Page Rank. Page Rank is a measure of a websites popularity that includes a number of other factors that in and of its self are the makings of another catch 22 scenario. In a nutshell when a site of authority and trust links to another sites pages, that linking site is in Google’s eyes casting a vote for the relevance and popularity of the content that is linked to, and as more sites link to the same sites page or pages this causes the sites PR (Page Rank) to rise.

This powerful tie between relevant and popular content can be the difference in achieving prominent ranking and no ranking at all, and still many Webmasters overlook the actual importance of using this method their advantage by creating internal links to documents and pages within their own sites. They place their focus on getting incoming links to their websites limited amount of content in hopes of raising their PR (Page Rank), when the continual addition of fresh relevant content will almost always achieve the same results while offering more useful information to their sites visitors. I am by no means saying that building quality incoming links is not important, I am only pointing out that what the science of IR actually proves is that by creating a continual stream of fresh relevant content on your website and getting the content indexed by the search engines, other websites will link to your pages and build both your PR and popularity at the same time!

Tags: seo tips and tricks, building site relevancy and popularity, website promotion, how to get high page rank, building in bound links, incoming links

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