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On the importance of content relevance to a request
To put it simply, relevance shows how much the site's content matches the query the user makes in the search bar. Let's show you with an example. Let's say a person typed "brand archetypes" in the search bar, and you have an article on this topic on your site, or even better, 12 articles on each archetype - Google will consider the site relevant to the query.
A simple and linear relationship works: the more relevant and expert content a site has, the higher the site ranks in search results.
There are a couple more advantages:
The external link mass to the site is growing: good content is often shared and linked to.
Brand awareness grows and, as a result, traffic for branded queries grows.
