Relevancy
with Landing Pages
The
product, if you will, of any search engine is the
resulting landing pages. The page's relevance to the
search terms determines whether the page will show up in a
search and at what position. Google's algorithm scores
each page and/or sponsored ad's relationship to the
keywords or phrase and uses this information to assist in
determining the order in which the landing pages and
AdWords ads are placed. The algorithm also monitors the
amount of time a visitor spends on a page and includes
this in the score.
Search
engine optimization (SEO) techniques such as placing
keywords in the page's title and throughout the body of
the page can sometimes affect the position of a page in
the search results. But of greater importance to Google's
algorithm is whether or not the keywords are located on
the landing page and whether they are randomly included
simply to íncrease the density of the keyword on the
page.
A
common scenario is for Web developers to design a number
of landing pages for the same product specific to certain
keywords. Using this method you can end up with 10 or more
landing pages for each of your products. This can be
expensive, time consuming and difficult to maintain as
regular updates are required on each page.
This
can be much more efficiently accomplished by using a
product entitled Search
Chameleon. This product uses scripting on a landing
page and a related sponsored ad to adjust the text in the
landing page in REAL TIME according to the keywords
entered in the search bar. The scripting can be used in
the page's title or anywhere in the body. This not only
saves development time but makes page updates much simpler
since you're only working with one page.
It
also assures your page will be relevant to the search
regardless of the search term entered. This can be a
compelling factor in a visitor's decision to spend more
time on a landing page. An advertiser is then able to
maximize on the relevancy of their landing pages by
automating previously manual processes.
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Relevancy
with AdWords and Sponsored Advertisement
The
"Triangle of Relevancy" would not be complete
without the search terms being included in the title
and/or body of your sponsored ad. Google and most search
engines will highlight the search terms in the sponsored
ad anywhere it shows up. This allows your ad to stand out
and draws attention to the visitor that your ad is
relevant to their search.
So,
instead of loading your Adwords campaigns with numerous
non-relevant keywords, your best bet is to use a single
keyword or phrase that's relevant to your ad allowing it
show up in both the title and the body of the ad. This
means you should write several ads specific to a keyword
or phrase for your Adwords campaigns. This not only makes
your ad more relevant but it pre-qualifies your prospect
as the ad contains the specific key terms they're
searching for.
Another
way to really boost your sponsored ad's visibility is to
have the keyword or phrase in the destination URL at the
bottom of the ad. If you're using an affilíate link, you
may not get as good a clíck through rate as with a non-affilíate
domain, because people will respond more favorably to your
ad if they think you're the product owner.
The
best way to show you're a professional is to use your own
domain name as a redirect to your affilíate site. You can
use the keyword or phrase in a successful ad as the domain
name and your keyword will be highlighted in the title,
the body of the ad AND in the destination URL!
The
second best way to show you're a professional is to use a
keyword as a sub-domain for a domain you already own,
i.e., http://keyword.MyDomain.com.
Notice the keyword is in front catching the eye of the
prospect first. An alternative would be to add the keyword
as a landing page name, i.e., http://MyDomain.com/keyword.htm.
Using these two methods works best when you have a generic
domain name like http://123.com
which will work with any product and does not conflict
with the keywords.
