Search Engine Marketing Maximizing The Triangle Of Relevancy With Google

Search Engine Marketing Maximizing The Triangle Of Relevancy With Google



The “Triangle of​ Relevancy” is​ used to​ describe the​ relationship between the​ text in​ a​ landing page,​ a​ sponsored advertisement and the​ keyword or​ phrase that’s entered into a​ search engine. Google places a​ premium on​ relevancy as​ it​ endeavors to​ ensure visitors have a​ positive experience by getting search results relevant to​ their search terms. I will outline specific steps an​ advertiser can take to​ maximize their landing pages and sponsored advertisement’s effectiveness in​ their search engine marketing endeavors.

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​ increase 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.

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,​ in​ stead 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​ affiliate link,​ you​ may not get as​ good a​ click through rate as​ with a​ non-affiliate 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 affiliate 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.

In Summary

The "Triangle of​ Relevancy” is​ the​ most important aspect of​ a​ successful search engine marketing strategy. Google is​ very careful to​ ensure their visitors have a​ positive experience with their search engine so they reward the​ more relevant advertisers with a​ higher position in​ the​ search results and their AdWords ad placing. Both the​ landing pages and the​ AdWords ads should focus on​ specific keywords or​ phrases for maximum relevancy.

As previously highlighted,​ Search Chameleon will allow you​ to​ customize a​ single landing page,​ which will update the​ page title and body text with the​ specific keywords or​ phrase a​ visitor enters into the​ search engine. Search Chameleon is​ a​ proprietary application included in​ a​ suite of​ B2B productivity software called PromoBlackBox. Also included are Google AdWords training CDs developed by a​ top Internet marketing company. There are a​ number of​ additional proprietary applications and software included that will assist advertisers in​ maximizing on​ the​ triangle of​ relevancy.

The search engine marketing landscape is​ continually evolving as​ new technology is​ introduced. Search engines are continually updating their processes as​ developers learn how to​ counteract them. One thing that probably won’t change is​ the​ triangle of​ relevancy with the​ search term,​ the​ sponsored ad and the​ landing page. People will always want specific answers to​ specific questions.




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