6. Website Relevance

We need to distinguish search engine ranking relevance from the function websites perform for specific audiences.

Websites educate, entertain, sell and perform customer service.

For example, UPS website may not be your first choice of bedtime reading, but if you are expecting an important package, you can track its delivery status online. This website is relevant to you, the customer, and the satisfaction experience solidifies relationship-marketing value to UPS, the company.

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