Is Your Landing Page Good Enough?
There was a rather important announcement on Google’s Adwords Blogspot on Monday that, considering how much it could affect some campaigns going forward, has slipped relatively under the radar. The announcement by Google was that as a result of successful testing in South America, Spain and Portugal over the past two months, they have decided to apply an increased weight in determining quality score to landing page quality and relevance worldwide.
Now I’m sure some of you out there will be thinking what’s the big deal as you already have great quality landing pages and high quality scores and you’d be right, to you it’s not a big deal. However what about those who don’t have great landing pages or send all your traffic to the home page? Are you willing to sit back and watch all your hard work in structuring your ad groups and keyword lists suffer because you send the traffic to a below par landing page? I thought as much, so as a special treat please find below a few tips to help improve your landing page in the eyes of Google:
1. How relevant is your landing page?
Google likes relevance and the trick is to send your traffic to a page as closely related to the search query as possible. This means if you have a site selling garage doors and the search query is ‘garage door repair’ don’t send the traffic to the home page, send it to the garage door repair page. This way the content of the page is more relevant to the search query and therefore offers more value to the searcher which is going to result in a higher chance of a conversion.
2. Ensure the content on your landing page is original.
This one is a no brainer, but all content on your landing page should be your own and unique to the landing page. Don’t copy text from other pages of your site or other sites you think are good as duplicate content will be spotted by Google and you’ll be penalised.
3. Transparency of the page.
I don’t mean is it see through, rather can users easily learn more about your business and there are no unethical practices going on such as downloading malware or collecting users information without their permission.
4. Navigation & Structure.
Ensure your landing page is well structured and a user can find their way around to what information they need within a click or two.
If you feel your landing page is irrelevant, badly structured or simply unlikely to convert, I would honestly advice rather than trying to tweak and make the best of bad situation you’d be better off starting again from scratch. This way you can build new landing pages specific to the needs of your PPC campaign and mark my words, your conversions will increase, never mind your quality score!