Author: Jussi Yli-Korhonen

Google has gotten extremely good at recognizing the search intent, or what the user is really looking for even if they didn’t type a perfect keyword in the search bar.

For example, if I type a long-winded question like “Is there a tool that writes all my content for me with a single click?” in Google search, it understands that I’m probably interested in AI content generators.

That’s why irrelevant keywords were a bigger problem in the past and not much of a worry anymore today – as long as you match the user’s search intent in the content.

What are irrelevant keywords and why should you even care about them?

Irrelevant keywords are keywords that do not align with the search intent behind a user’s query and therefore have little to no chance of ranking if included in the article. Irrelevant keywords can also mean keywords that do not serve your business and therefore are irrelevant for you to try to rank for.

For example, if your content focuses on “best fishing poles for beginners,” but you try to rank for “best type of bait to catch salmon,” in the same article you’re mismatching the intent.

Despite your content being about fishing, the specific intent differs vastly, making the latter keyword irrelevant to your page. Understanding this distinction is crucial.

Examples of irrelevant keywords

Taking the example further, if your page is designed to guide beginners in selecting fishing poles, including information or keywords about fishing techniques, types of fish, or bait recommendations might not align with the visitor’s needs.

Such content won’t rank well for search queries about fishing poles because it doesn’t meet the specific intent of helping a beginner choose the right pole.

Focusing on closely related keywords, such as “beginner fishing pole recommendations” or “what fishing pole should I buy” makes sure your content is relevant and valuable to your target audience.

The 6 types of irrelevant keywords that won’t help your business

Irrelevant keywords can also mean keywords that you should not even try to rank for because they are not relevant to your business.

Irrelevant keywords I recommend to stay away from:

#1 – Navigational keywords for different brands:

If you are writing a review article about a company like “Robinhood review”, there is no point targeting navigational keywords like “Robinhood login” or “Robinhood account” within your article even though they have huge search volume.

The search intent for those keywords is to navigate to their Robinood account, making them irrelevant keywords to target within your review article.

#2 – Trying to get traffic that’s not relevant to your business

If you have a website for your local bakery, keywords like “croissant calories” or “best low-calorie cookie recipe” are not going to bring you paying customers even though the keywords are related to baking.

Many SEO agencies will simply try to maximize the traffic to your business even if that traffic has very low chances of converting to paying customers, so this is something to be aware of.

#3 – Geographically irrelevant keywords

If your service or content is targeted at a specific geographic location, using keywords relevant to other locations are irrelevant. A blog post titled “Best coffee shops in New York” won’t benefit from keywords like “Coffee shops in Los Angeles,” as it doesn’t match the geographic search intent.

#4 – Seasonally irrelevant keywords

Content that’s highly relevant at certain times of the year may not benefit from off-season keywords. For example, a guide on “summer hiking trails” won’t align well with keywords related to “winter skiing locations,” even though both involve outdoor activities.

#5 – Product-specific keywords for unrelated products

If your content is about a specific product or category, using keywords for unrelated products, even within the same industry, can be irrelevant.

An article on “best smartphones under $500” shouldn’t target keywords related to “iPhone 15 price” because the price of the iPhone is obviously beyond what the article promises.

#6 – Keywords outside of your niche

If you don’t have enough topical authority to have a chance to rank for certain keywords or are writing outside of your expertise or niche, then those keywords are irrelevant for your business.

You will have hard time trying to rank for such keywords because you need certain level of topical authority (meaning your site covers an entire topic in length in multiple articles) and expertise to show Google that you should rank for the keyword.

I’m happy to audit your website to make sure your content strategy working for your target audience. Check out what I can offer.

Understanding keyword relevance

Keyword relevance directly impacts how well your content matches search queries.

This match is crucial for SEO because it helps search engines connect users with the most appropriate content. When your content closely aligns with the intent behind a search, it’s more likely to rank higher, attracting more targeted traffic to your site.

Understanding the search intent is sometimes tricky, especially if the intent is fractured.

Here’s a great video guide from Ahrefs about fractured search intent.

Common misconceptions about keyword targeting

Many people think that using more keywords will automatically improve their SEO.

However, the truth is that keyword stuffing can harm your rankings. Search engines prioritize content that naturally incorporates keywords, focusing on user intent rather than the sheer volume of keywords.

It’s about quality (keyword relevance), not quantity (keyword stuffing).

The 9 risks of using irrelevant keywords

1. The impact on SEO

Using irrelevant keywords can mess with your rankings. In worse cases, I’ve seen poor keyword targeting impacting the entire domain because Google checks the quality of your entire domain.

Search engines aim to provide users with the most relevant results. If your content doesn’t match what users are searching for due to irrelevant keywords, it’s less likely to appear in top search results. Focus on relevance to boost visibility.

2. Conversion killer

Irrelevant keywords can lead to poor conversion rates.

When visitors find your content doesn’t match their search intent, they’re less likely to engage or make a purchase. Aligning your keywords with user intent leads to higher engagement and conversion rates.

3. Worse user experience

Misleading users with irrelevant keywords harms the user experience. Visitors expect content that matches their search queries.

If your content fails to meet these expectations, users are likely to leave, increasing pogo-sticking and negatively affecting your SEO.

The last thing you want visitors to do is to hit that “back” button go back to Google and then click on your competitor’s result next.

4. Keyword stuffing

Keyword stuffing, the practice of overusing keywords, can penalize your site.

Search engines prefer natural, useful content. Overloading your content with keywords makes it difficult to read and can trigger search engines to lower your rankings.

5. Crafting a negative keyword strategy

Using negative keywords helps refine your traffic, ensuring visitors find what they’re looking for.

Excluding irrelevant keywords can improve campaign performance and increase relevance.

6. Losing trust

Trust is key in retaining visitors. Relevant, accurate content builds confidence in your brand.

When users consistently find helpful information on your site, they’re more likely to return. If you serve them garbage, they are not going to visit again.

7. Protecting your brand

Irrelevant keywords can damage your brand image.

Presenting content that provides value for your ideal customers will boost your brand’s credibility. It shows you understand and meet your audience’s needs.

8. Your content shareability depends on keyword relevance

Shareable content is often relevant content.

Visitors will only share info that’s useful so make sure your keywords reflect the content’s value to have a chance to earn those shares!

9. Avoid clickbait

Choosing keywords ethically is important. Don’t use clickbait. Just don’t…

Why is my site ranking for irrelevant keywords?

To understand why irrelevant keywords drive traffic to your site, start by checking what keywords are driving traffic to your site using Google Search Console or a keyword rank tracker like Ahrefs.

Look for patterns in search queries that don’t match your content’s intent. This can highlight areas where your content or SEO strategies might be misaligned with user searches.

Search engine algorithms change frequently, which can shift what’s deemed relevant. Stay informed about updates to understand how they might affect your site. Adjust your content and keyword strategies to keep on top of your rankings.

Basics of creating a relevant content strategy that avoids irrelevant keywords

Know who your audience is and what they’re searching for online and start crafting your content strategy. Your ideal customers’ needs and questions should guide the keywords you choose. This step is vital for connecting with your target audience effectively.

1. Setting your SEO goals: Decide what you want from your SEO efforts, like more website visits, leads, or sales. Your goals influence which keywords you pick to focus on.
2. Matching user intent: Pick keywords based on what users are trying to find, whether it’s information, products, or services. Your keywords should clearly align with their search intent.
3. Checking out the competition: Look at the keywords your competitors use. This can give you insight into what might work for you too.
4. Focus on topical authority: Topical authority is a key to boosting your traffic. This means that you should focus on one specific aspect of your niche at a time, cover it completely, and establish yourself as an authority in the topic. Read my topical authority case study.

If you want me to create a comprehensive content strategy for you, send me a message and let’s discuss the details.

Recovering from irrelevant keyword issues

If you’ve been hit by irrelevant keyword traffic, update your content to better match your desired keywords. Review and tweak your approach based on what the data shows.