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Two Things You Can’t Ignore: Landing Pages and Quality Score

Ads - Pay-Per-Click, Google, Search, SEO / By /

I am sure our clients, and others who take advantage of advertising using Google AdWords, wonder why I frequently talk about landing pages and quality score. Well, they are simply two things you can’t ignore!

The people of Google write about understanding landing page experience, and it is important to know what they say about it. It is also important for anyone wanting to maximize their investment in Google AdWords to use the advice they offer.

Here is how they start their article about landing pages, “Landing page experience refers to how good we think someone’s experience will be when they get to your landing page (the web page they end up on after clicking your ad). You can improve your landing page experience and Quality Score by focusing on three things: relevant and original content, transparency, and ease of navigation.”

How do your landing pages stack up?

Don’t forget the ever important quality score. Here are a few considerations that Google says can come into play when calculating “Quality Score.”

  • The keyword’s past click through rate (CTR): How often that keyword led to clicks on the ad
  • The display URL’s past CTR: How often the display URL received clicks
  • The account history: The overall CTR of all the ads and keywords in the account
  • The quality of the landing page: How relevant, transparent, and easy-to-navigate your page is
  • The keyword/ad relevance: How relevant the keyword is to the ads.
  • The keyword/search relevance: How relevant the keyword is to what a customer searches for
  • Geographic performance: How successful the account has been in the regions targeted.
  • If targeting the Display Network – The ad’s performance on a site: How well the ad has been doing on this and similar sites.

It is important to note the number of times in the above list that Google looks at account performance. It is easy to not worry about a particular keyword or a handful of keywords that are not performing well, but it is a costly mistake to ignore the impact poor performing keywords can have on your ad display placement.

Here is more from Google on Quality Score.

Don’t forget. When it comes to Google AdWords campaigns,  there are “Two Things You Can’t Ignore: Landing Pages and Quality Score.”

Five Reasons You Should Claim Your Google Places Listing, Today!

Google Maps, Local, Search, SEO / By /

If you have not, and many of you have not, claimed your Google Places listing, here are five reasons you should claim your Google Places listing today!

Google Search for Insurance Lancaster WI

1. This Google quote, “97% of consumers search for local businesses online.”

2. Google’s Universal Search results

In today world of Google’s Universal Search results, nearly every time a potential customer does a Google search that contains your community’s name (or the region where your business  is located) and the type of product or service you offer, they will see a Google map with pins on it, and a list of businesses represented on that map. Is there a pin for your business there? There is no easier nor quicker way to improve visibility in Google SERPs, than claiming, and using your Google Places listing.

3. Make sure your listing is accurate and thorough. Did I say thorough?

You may add photos and videos; custom categories like your  service area, brands you sell and how to find parking; and coupons to encourage customers to make a first-time or repeat purchase.

4. Customer Reviews

Google and prospective customers both love customer reviews. You don’t have to do many test searches using Google to see that websites of companies who have several reviews on their Google Places pages, do very well in Google SERPs.

5. It is easy, and takes a very few minutes.

You may verify your phone number, address, and add business hours.  After you have claimed and verified your Google Places listing, you may go back and take advantage of the features.

To make sure the basic information you submit is accurate, Google will ask you to verify it first by entering a PIN that will be sent to either your business address or phone number. (We recommend using the phone number. It automated and is nearly instantaneous as opposed to weeks.)

Now, go claim your Google Places listing!

Here is some help from Google:

Getting started with a local business listing on Google Places

Google Places quality guidelines

Websites Aren’t a “Build It And They Will Come” Proposition.

Google, Search, SEO / By /

So, you just launched a new website? Is it a month or more later and you are wondering where all the traffic is? Google, Bing, Yahoo, and other search engines don’t just “magically” know your website exists. After they do find you, if you and your web developer both have not done your jobs, you won’t be ranked very highly (or at all) for some time. Here is roughly how it should work.

Before you launch:

Some of you have heard me repeat this mantra many times. This applies for Google AdWords and for organic search results, here is what matters, “Landing pages, landing pages, landing pages.” On those landing pages, you need well-written “Titles,” Meta Descriptions,” “Headlines” and a first paragraph that contains the keywords for which you would like to be found. If you did not provide (or have your web developer edit and provide) well-written, keyword-rich content for your pages, those pages won’t rank well, if at all. If you want your website to be found for specific keywords, those words have to be well-placed on your landing pages. That, is a simple fact.

At and after launch:
  1. If your web developer does as he/she should,  he/she will create a sitemap.xml file that includes a list, of all, or at least the file names of the primary pages of your website. The sitemap.xml file should be submitted to Google and other major search engines. With Google, the correct way to submit it is using a Google Webmaster Tools Account. Google, Bing, Yahoo, Ask.com and utilize sitemap.xml files. The search engine robots will follow the page links in the sitemap.xml file, index the content on the pages, and depending on your content, will include some or all of your pages in their search index.
  2. From there, your pages have to “earn” their way toward the high ranking in SERPS that everyone hopes to have. Notice I said “hopes.” There are no guarantees for organic search listing results. Good content and a good web developer can influence how you are are ranked, but if someone promises you a number one position or any specific position, put your hand on your wallet and run.
  3. If an existing website (preferably, one that ranks well in Google search page results, aka SERPS) has a link to your website, Google and some of the other search engines, will at some stage find that link, follow it, and as above, index the content on the pages, and depending on your content, will include some or all of your pages in their search index.
  4. Claim your Google Places page! I cannot emphasize this enough. Claim your Google Places page!
  5. You should ask to get your website listed in any local community directory. The Chamber of Commerce in most communities will have a business directory. Ask for links from vendors, and from associations to which you belong.
  6. Review and choose the Social Media that best suits you, and engage your prospects and customers.

Those are the basics. Most of the time, it takes weeks to months before a new website will rank well. If you do what I outlined above you will likely be pleased with your ranking  much sooner than later.

If you have done all of the above, and are still not ranking well, don’t despair. Just take another look at your content. Rewrite it making sure you have your keywords placed properly, and they are written according to Google’s guidelines. Review the websites that are getting found better than you. You will likely find some clues that will help with your website. Keep at it. You can get to the top!

Here are two effective ways to jump start a new website, or a newly revised website.

Are You Making Changes to Your Website for the Right Reasons?

Marketing, Web Design / By /

Target AudienceSo, who are you trying to benefit from those changes you just made, or are contemplating making, to your website? What, or who, is driving those website updates? Are they being made because of any of the following?

  • You, your boss, relative, or friend,  saw or read about, what they feel, is a cool feature on another website.
  • Your  ___________ (fill in the blank) took a class on web design, and the instructor said  __________(fill in the blank).
  • Several businesses similar to yours have large photos at the very top of the page, and rank well in Google Search results.
  • Several businesses similar to yours have small photos at the very top of the page, and rank well in Google Search results.
  • Several businesses similar to yours have no photos at the very top of the page, and rank well in Google Search results.
  • Several businesses similar to yours have videos at the very top of the page, and rank well in Google Search results.
  • You read on Facebook that you should __________(fill in the blank).
  • You read on a blog with SEO tips that you should __________(fill in the blank).
  • You saw a Tweet that said you should __________(fill in the blank).
  • @@@@@@@ (Celebrity name withheld) had a guy on her TV show talking about having a YouTube video on all your main pages helping in Google rankings.

What often is forgotten is your target audience. Ask yourself, will the changes make your site more attractive and/or more user-friendly for your target audience? Is your website better because of the changes? Do those changes better describe the benefits of your services, or the quality of your products? How will your audience perceive you, your company, or what you offer?

When reviewing our client’s websites and prospective changes, we sometimes have to remind them, they are not the users, nor are we. We are changing their website for their target audience, not us, or the boss, relative, friend, or someone on TV. It is the website visitor we should be considering.

Are you making changes to your website for yourself, or for your target audience? There is only one correct answer.