What relevant keywords actually are
A search engine has one job: pick, from a huge pool of pages, the one that best answers the person's question. Years ago that mostly meant checking whether the query words appeared on the page. Today the engine tries to understand meaning: what the page is about, which question it answers, and whether it suits the person searching.
This is why a page that repeats "air conditioner repair Tashkent" in its heading but is really about selling split systems will not rank for repair queries. And the reverse works too: a page that covers a topic thoroughly can show up for a phrase it never uses word for word.
Three checks to run on every phrase
Before a phrase goes on your list, ask it three questions. If any answer is no, the phrase belongs on a different page or should be dropped.
- Meaning: does the query relate directly to your product or service, and can the page really answer it?
- Intent: does the person want to buy, learn, find an address, or reach a specific site, and does your page type fit that?
- Context: do the city and language fit? A clinic in Tashkent gains little from queries tied to another region, and part of your audience searches in Uzbek, part in Russian, and some mix scripts.
Reading search intent from the results page
The most reliable method is to type the query into the search bar and look at page one. The engine has already chosen the kind of result that tends to satisfy people.
If the top results are all articles and guides, people want information, and a service page will struggle to get there. If they are all shops and catalogs, an article will not deliver what the searcher needs. Map cards point to local intent, and brand sites point to people trying to reach a particular website. When your page type differs from what ranks, consider changing the page format rather than just the wording.
Related terms and topic coverage
A relevant page covers the topic the way a reader expects. A page about dental implants naturally includes treatment stages, contraindications, types of implants, and aftercare. If it offers vague talk about "modern technology" instead, the engine can see that key subtopics are missing.
To find these terms, read the pages that lead the results, check search suggestions and the related questions block, and, most valuable of all, collect the questions customers send to your managers, in Telegram, and in Instagram direct. Use the customer's words, not the words from your internal price list. A buyer asks "how much is delivery to Samarkand", not "logistics services".
Relevant keywords on Instagram
The logic is similar on Instagram, though the mechanics differ. People search for accounts and content by words, and your profile name, username, bio, captions, and text on covers all help explain what the account is about. How the platform ranks results is its own decision and changes over time, so test conclusions on your own account.
In practice: put your line of business and city in the profile name alongside the brand, for example "Brand | bakery, Tashkent". Use the bio to say what you do, who it is for, and how to order, whether by direct message, a Telegram bot, or payment through Click or Payme. Write captions in the everyday language customers use when they message you. If a message appears only inside an image, repeat it in the caption so it is not missed.
Avoid stuffing posts with hashtags unrelated to the content. A fabric shop that adds trending fashion tags for reach attracts viewers who do not need fabric, and that rarely turns into orders.
How to audit and improve relevance
Start by writing down which query and which intent each page is meant to serve. Then work through these steps:
- compare your page type with the leaders in the results;
- open Search Console and see which queries the page already gets impressions for; if they differ from your plan, the engine reads the page differently;
- check that no second page on your site targets the same query, or the two will compete;
- sharpen the title and H1 around the main query, and add missing subtopics with concrete examples, specifications, and steps;
- write internal links with text that describes the target page rather than "read more".
A common mistake and the next step
The most frequent problem is a single "Services" page that lumps everything together: apartment renovation, roofing, facades, plumbing. It is weakly relevant to every one of those queries. Split the work into separate pages with a detailed description of each, and each page gets a real chance for its own query.
If it is unclear why your site or Instagram does not appear for the phrases that matter, the markdev team can review your keywords against the live results and suggest what to change on the site and in account management. Tell us about your goal, and we will discuss where to begin.
FAQ
Are relevant keywords the same as popular keywords?
No. A popular phrase may not fit your page or your offer. A relevant phrase is one your page can answer and whose intent matches the page type.
How many keywords should one page target?
There is no fixed number. Build the page around one main query and close variants of it. If you have to combine unrelated topics, split them into separate pages.
Do keywords matter on Instagram?
They help both the platform and people understand what your account is about, through the profile name, bio, and captions. Use natural customer language and avoid overloading posts with off-topic hashtags.
How can I tell if a search engine finds my page irrelevant?
Compare the queries your page actually gets impressions for in Search Console with the ones you planned. A large gap means the page should be reviewed.
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