In the life of any PPC account, you come to a point where returns are diminishing and your results … Read More
Everyone knows that marketing is both art and science. Search engine marketing is especially heavy on the art because of the mysterious search engine algorithms. However, pay-per-click (PPC) advertising provides relief from the mystery because you can circumvent the algorithms and work with dollars and cents. Or at least that’s how it used to be until Google announced their quality score. They weren’t about to let it be easy for you.
What is the Chain of Relevancy?
The chain of relevancy has three links. The first link is the keyword you are bidding on. For this example we’ll say you’re bidding on the term “iPhone accessories.”
The second link in our chain is the ad copy you write. Placing the keyword phrase in your ad title or ad copy is proven to deliver higher CTR (partly because search engines highlight the words and draw attention to your ad), but this practice also connects the first and second links in our chain of relevancy. For best results I would place my keyword in a small ad group and use the title “iPhone Accessories” or “Buy iPhone Accessories.”
The third link is the content of the landing page designated by the destination URL. The search engine will spider the page looking at the title tag, meta tags, H1 tags, page content, etc. to ascertain what the page is about. If the search engine determines that our page is about iPhone accessories we’ve established a strong chain of relevancy that will improve our quality score.
A successful search engine optimization effort begins with the code on your website and encompasses everything down to the anchor text of every link pointing to your site. The best part of on-page optimization is that you are entirely in control. To help you accomplish this task, I’ve found this very educational video by SEO Rapper. Check it out!
So I’m browsing some stories on Digg and I see a headline about how Google made 450 changes to their algorithm in 2007. Of course you have to check the validity of these sorts of claims. A lot is said about the search engine algorithms, especially in the realm of SEO, but this one checked out. In an interview with Udi Manber, vice president of search quality at Google, published in Popular Mechanics, he disclosed that in 2007 they made over 450 improvements to the algorithm. Do the math and you realize that Google made more than 1 change every single day of the year. Being involved in the SEO industry as I am, this presents quite the problem. How do you try to hit a goal when Google keeps changing the target? This just reinforces the need for solid SEO techniques because you can’t count on Google.