The progressive conversation on relevancy:
With the onset of Quality Score, relevancy is much more scientific than most SEO packageswill let you believe… if you want to approach it properly. The conversation has been going on for quite a while. I am going to focus specifically on the landing page and the collaboration that needs to occur to get this right.
Relevancy: what it used to mean, you had this bucket of keywords that you’d created during your search engine optimization training. You had the same titles and descriptions for everything on your list. Maybe you categorised them in Excel, started to map keywords, either way it used to be extremely manual. Then, the tools started to get better, standards started to raise, and relevancy became increasingly part of the conversation when it came to do quality search marketing.
We got more aggressive on bidding strategy, handling text ad methods, titles and descriptions, keyword landing page, and getting more serious about what we wanted the consumer to do.
Landing page: we have always been delivering this to deliver on consumer demand. Where you land on the page is one thing but now there are many more things to look at. You want to look at the account history, content and layout, usability and navigation and load time.
If Quality Score is well handled, it will force the tightening of relevancy to occur earlier on. We want to deliver on relevancy.
Guidance: When it comes to content, content rich strategies in search have always been wise. Use tags when necessary and be descriptive.
Usability: It should be useful, relevant, and deliver.
Navigation: Direct connection to what is sought. Make it clear how to get there. Ease of passage.
Transparency: Make sure the nature of your business is crystal clear.
Load time: this can be smooth with the right kind of collaboration. Minimize the number of redirects and come up with creative workarounds of slow servers.
Conclusion: If you are serious about relevancy, you need to take Quality Score seriously. It does I believe represent an opportunity to hang your interests on. As you go about making site modifications and dealing with all the other factors, understand what the threshold is and what your efforts should be. Know that your efforts are going to be re-evaluated by the engines over time, and will get better and better.
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