Google To Focus On Landing Page Relevancy With Their Latest Algorithm Change

In typical Google fashion, the Internet search engine giant has clandestinely been working on improvements to their algorithm yet again. 

How Will This Impact You?

There are two factors: the copy contained in your AdWords ads and the quality of content on your landing pages. 

In an effort to further enhance the user-experience, Google has revamped their algorithm so that relevant landing pages, by Google standards, with AdWords ads will start to increase in the SERPs (search engine results pages) for lower CPC (cost-per-click) bids.

While Google’s current algorithm is clearly effective, their director of product management, Jonathan Alferness, has stated that they’ve found “that there are ads available in the auction that are as good a quality as the top ads. But the landing pages – the merchant sites, the advertiser landing pages – are of much higher quality than the ads that we see at the top of our auction”  (http://searchengineland.com/google-tweaks-adwords-to-give-landing-page-quality-more-weight-95488).

Ultimately, the reason for the shift in the algorithm is to enhance the user experience.  The goal is to ensure that the ad created, the keyword(s) targeted and the landing page that the aforementioned factors are directed to result in a relevant solution for the end-user.

What Can You Do?

Although we may not be able to control Google’s algorithm, there are certain elements that we can tweak and modify to ensure that we’re aligned with Google’s ever-updating best practices.  In this case, the copy in your AdWords ads and the landing page(s) that the ad is directing to are factors that you can optimize.

Here are some quick tips for improving your landing page quality:

·         Make sure that your ad copy is concise, clear and effectively targets the primary keyword harbored on the respective landing page.

·         Optimize your landing page for the keyword targeted in your ad.

·         Ensure that the content on your landing page is effectively organized so that your users can easily access and locate what they need.

·         Provide fresh content on your landing page to ensure that it is always as updated and relevant as possible.

·         Create several versions of your landing pages for testing purposes to ensure that you’re presenting the most valuable version to your target audience. Use ECOPYWRITERS’ crowd-sourcing service to receive multiple versions of 1 page in a quick and efficient manner.

 In the end, if your ad copy and landing page content align, then your user retention and conversion rates will likely increase. 

What Does This Mean For You? 

In short, more business, more repeat customers and a better ROI on your ad campaigns.