By Deepak Gupta
Recently, Google took it upon itself to be the bastion of quality in the world of internet marketing. Every website promotion company is well aware of the recent search algorithm updates. However, itâ€™s not only organic search that is being assessed by Google in terms of quality. Pay per click advertising or paid searches are subjected to quality checkpoints as well and in the end, a Quality Score is assigned to every keyword of your ad campaign.
ï¿¼According to the definition provided by Google itself: Quality Score is an estimate of how relevant your ads, keywords, and landing page are to a person seeing your ad. Having a high Quality Score means that our systems think your ad, keyword, and landing page are all relevant and useful to someone looking at your ad.
This definition may appear to be crystal clear, but very few marketers know how to deal with Quality Score. Here is a straightforward and simple guide that you can use in understanding Quality Score.
Understanding (not set) and (not provided) Keywords
Google Analytics (GA) is a tool that provides rich insights to a website promotion company as to how its paid search campaigns are doing. However, there are times that you cannot assess the quality of your campaigns because Google Analytics return (not set) or (not provided) keyword data when you extract a GA report. For a rookie website promotion company, this may be confusing and may even be used interchangeably although they are two very different concepts.
A (not set) keyword data occurs when something is missing between the GA tracking and the AdWords click. Typically, this happens with auto-tagging or when repetitive codes are found on pages or there are multiple GA accounts connected to your AdWords campaign.
Length of Display URL and CTR
An experienced website promotion company would know that a URL is not just a web address. In terms of PPC Quality Score, display URLs play a significant role, since one of the criteria used by Google to calculate for your Quality Score is the click through rates of your display URLs. Length and presentation of display URLs are critical factors as to whether searchers will click on your ad or not.
For one, Google will automatically add www to display URLs with fewer than 35 characters. Historical data will show that URLs without the www prefix get more clicks than those with the www prefix. Another not so known fact is that if you exceed the 35-character limit by two (37 characters) it is perfectly fine. Last, if you really canâ€™t contain your URL within 35 characters, insert a few keywords so that when Google shortens it, your keywords are highlighted in the display URL. However, exercise extreme care as Google will decide how to shorten your URL. Basically, the rule of thumb is to target 35 characters without www.
The Surprise Perfect 10 and Pre-assigned Quality Scores
Getting a score of perfect 10 is every web promotion companyâ€™s dream. The excitement is equal to going viral in social media marketing services. But before you jump up and down, check for which keywords those perfect scores were given and most likely, youâ€™ll find out that these keywords have zero impressions and zero clicks. Experts are now toying with and testing whether including â€œemptyâ€ keywords gets a perfect score of 10. Your ads wonâ€™t show up for these keywords. The goal is to increase the overall score for the entire campaign and raise an ad groupâ€™s eligibility for auctions.
Another crucial concept worth pointing out is that your ad groups and keywords have pre-assigned scores before you even launch your campaign and many experts have observed that most of these starting scores would be the end scores by the time a campaign is done. This particular information led PPC marketers to believe that you can actually modify your campaignâ€™s architecture to boost your Google Quality Score even before you launch your ad campaign.
Multiple Groups for Keyword Match Type and Delaying the Use of Bid Management
Along with the campaignâ€™s architecture, matching keyword types within ad groups can increase quality scores. To get the most impressions, it is encouraged that you use a number ad groups for all keyword match types that you want to target.
Finally, if your ad campaign is fresh and new, donâ€™t use the automated bid management yet. Statistics will show that campaigns that were manually optimized during their early stages were more successful versus those that were introduced with the automated bid management system.
Googleâ€™s Definition of Quality Evolved
The Quality Score that every web promotion company is using today may not be the same a couple of years down the road. In fact, what Google considers as quality ad campaigns may not stand true in the near future. Who knows? Maybe social media marketing services will be closely tied into the PPC Quality Score. A lot of things can happen and the key is to always be on the lookout and satisfy whatever quality indicators there are.
By Carol Wales
When it comes to search engine optimization, people all around the world prefer Google; It is one of the most popular and efficient search engines. Google used to favor websites that had more links to high page rank websites. In other words, a website could have a better ranking if it had more high PR links. This was considered as a vote of confidence in terms of the content of the website. Over time, there have been changes in the ranking criteria of Google; however, the prime focus is still the same â€“ providing the best information to people. The new Google algorithm is based on quality signals and social media presence. Having informative and valuable SEO content is the key for developing a successful website or an online store. This is a tried, tested and a sure way of generating traffic and thereby driving sales.
How to create good content? Just keep these points in mind while you are creating.
When you are creating content on any topic that is already present on many other websites, you must be creative with it and try to find a way of presenting this information in a unique way. Even if you see content on the same topic, research the other websites and check which points they have missed. You can incorporate new information, images and videos to enhance readability. You can also consider presenting the information in some other forum, for instance you can use an eBook instead of posting it in article directories or blogging websites. If you are operating a website, make sure it provides the most relevant information. The content can be added in the internal blog or in article directory or any other blogging website. Make sure that there is something different in the content published by you.
Right Keywords At The Right Time
Research and finalize the keywords you will be using. For creating good SEO content, it is essential to use the relevant keywords. Research commonly used keywords pertaining to your industry. You will come across many online software tools for finding new keywords. Google keyword tool is one of the most efficient tools that provides information on the global and local monthly searches of the keywords along with a wide range of keyword variations. Once you finalize the keywords, start using them in the content; however, make sure that it looks natural.
Web users normally have a short attention span. You must come up with short, precise and informative content that will hold the attention of the reader.
Headline With Keywords
Your headline is one of the strongest attributes of your content that creates the first impression in the minds of the readers. The title provides the users with an idea about what can be expected from the post. It also appears in the email newsletters, social media shares, RSS feeds and ofcourse in the search engines.
Highlight The Important Aspects
If you have written a long, in-depth article, there is no doubt that it will provide value to the users. However remember that brevity is most important. At times readers only scan pages for some important and interesting information. Highlight the crucial aspects through the use of a table of contents, headline and sub headings along with the right keywords. Preferably make use of short paragraphs so that it is easier to read.
Use Simple Language
When you are setting up a website for a global audience, using simple English is advisable so that it is easier to read and understand the information given. Also try to put yourself in the shoes of the reader so that you will know which information must be presented to them.
Make sure that whatever information you are providing is accurate and is up to date. If you are taking the information from somewhere, ensure that it is an authoritative resource.
Once you are done writing the article, make sure to proof read and edit it properly. If you have completed the post, do not publish it right away. Read it and give yourself time to edit it. By doing this you will be able to improve on the content further.
Including Images And Videos
An article with images and videos surely has an edge over just a plain article. When it comes to videos, add them only if you think they can provide value to the users. Images can perfectly synchronize with your post; whatever topic you are writing on, you can always find relevant images. Make sure you use high quality images that can also be viewed on mobile devices.
The content creation tips mentioned above are simple and can be implemented right away. You can count on these points in terms of creating the most impressive, efficient and readable content.
When it comes to the world of search engine optimization, we tend to use a lot of lingo, jargon and parlance that just doesnâ€™t exist anywhere else. In fact, most of us donâ€™t like these peskily arbitrary words. But without them, we would have no common language with which to ensure our sites are fully optimized, fully performing, and fully earning their weight in Web gold.
That being said, breaking into this messy world of confusing phrases can be rather difficult. In order to help you gain an initiation, weâ€™ve compiled below a set of some of the more common search engine ranking factors, as well as what they mean for you and for semantics.
Letâ€™s get started!
Search Engine Ranking Factors: Understanding the Lingo
On-the-Page Factors: These are those factors that are contained within the body of your content, no matter what that content may be, and are fully within your control to operate. These can be things like HTML tags, keyword densities, or even just the raw content of your site. All of this counts, and if you get the hang of it, the term on-the-page factors really does make a lot of self-explanatory sense.
Off-the-Page Factors: In comparison, these are those factors that are not controlled by you or your content. Theyâ€™re typically the product of a third-party source, like a social networking site, a collection of backlinks, or even just your brand and the way that itâ€™s perceived.
Violations: This is a very important word to understand, as it can very drastically affect the way in which your page and its content ranks. Any violations are bad violations, and if theyâ€™re left unchecked, they will seriously compromise your siteâ€™s performance. To give a definition to this word, a violations is essentially anything that a search engine sees within your content or third-party extensions that it doesnâ€™t like. This could be something like a too-dense keyword set, or perhaps graphic content. No matter what the root, if Google or other search engines find a violation, they may black-list your site and all of its content.
Weighting: This is a more abstract sort of concept, but itâ€™s one thatâ€™s very important in todayâ€™s SEO terms. Essentially, weighting is the practice of giving certain optimization tricks and tactics more importance than others. This is usually due to a change in the way that Google crawls websites. In essence, itâ€™s like changing the lineup of your team before a big match. If you pick the right players for the job, theyâ€™re likely to perform wellâ€”and theyâ€™ll take the whole team up with them. Itâ€™s a complex and ever-changing idea, but itâ€™s one thatâ€™s really quite simple at its core.
Thank you, Richard. Agreeing on the vocabulary is always the best start.
–ME “Liz” Strauss