Keyword relevancy is the importance of the words or phrases on each page of your website. Keywords are the words you type into search engines. Based on your relevant keywords, search engines are able to determine what your website is about.
In order to determine what keywords you would like to use, do keyword research. Ask yourself who is your ideal customer and what would they search for when researching your services? Once you figure out the keywords that your potentional customers would search for, it is important to add these keywords to the page title, URL, body, headers and image alt-text of your content and website. Doing this can help you receive a higher relevancy score, which means your website will appear higher up on search engine results. It is best to target only a few words for each page, or the search engine will have trouble trying to identify what your page is about.
Search engines thrive when the web user has an excellent experience searching for XYZ product / service. An excellent experience is generally understood as receiving the most relevant content.
When a keyword is too broad, it is much harder to rank for because of competition. Therefore, your keywords should be longer, known as a long-tail keyword.
For example, if you are a women's shoe company, you might think "shoes" is a good keyword. But the keyword “shoes” is much harder to rank since there are many shoe companies out there. When you are more specific, it is easier to rank since there is less competition for very specific requests. In other words, the keyword "shoes" is too broad. What kind of shoes do you sell? Are they specialty? Who are you trying to target specfically? Instead of just "shoes," your keyword can be “orange running shoes for women.” “Orange running shoes for women” is a long-tail keyword that is more specific and easier to rank in search engines.