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High Landing Page Quality and PPC
Chris: Yeah. They are saying ads with high landing page quality would get a strong and that’s in quote “boost” upward in the auction according to Alferness. Who is I’m assuming with Google. It’s interesting they actually were doing this test in Brazil and Spanish speaking Latin American countries before they brought it here. Yeah.
So and Jonathan Alferness is the Director of Product Management at Google Ad Quality Team. So and frankly is pretty exciting for us. What it really means is that the skillset that we have as an SEO company are even more valuable to Pay Per Click. So you knew they are valuable before because you had these relevancy issues these low quality warnings and now they are just saying, you know, flat out you’ve got to have a high quality page in down linking to this – is going to matter. I mean frankly…
Chuck: Frankly you have to optimize their landing page. No more can you just put up a page using the example of plumbing repair. You can’t just put up a plumbing repair page with no ticks and then be graphics and target all these plumbing repair phrases to that page and pay for it because let say your phrases is water heater repair and you send in to a plumbing repair page then you lose relevancy.
Chris: First, it’s going to cost more.
Chuck: It’s going to cost more.
Chris: If it works at all. It will cost more.
Chuck: Yeah, because the low quality scores always equal to higher cost per click. Its kind a how it works. And so instead if your phrase is water heater repair your landing page, URL should be water heater repair. You should have water heater repair content on this page you should have water heater repair images on this page.
Chris: H1 tag.
Chuck: Yeah. I mean this page has to be optimized to water heater repair and since your landing page from a CEBO prospective it should be designed in a fashion to make a convert and so, they’re looking at that. And if you do all those things which is basically optimizing your landing page and then your quality score get better, your cost per click would go down and according to the article Google will rank you higher.
Chris: Your CTR would go up.
Chuck: Would go up.
Chris: Reminds me of a rap you did. CTR diving, campaign barely surviving that was awesome.
Chuck: It says nothing here. These aren’t cross their line.
Chris: All right. So, by the way if you don’t know Charles is also the SEO rapper and has a number of raps. You got your new site up, right?
Chuck: Yeah, new site is up let’s check that out dseorapper.com, designed by my boy Javier man. So check it out. Hit me up Facebook, Twitter tell me what you think about it.
Chris: Cool. All right. Do we – maybe we have time for that or…
Chuck: Yeah, [0:25:21][Inaudible]
Chris: I have no idea when you started.
Chuck: Yeah, we’re almost there. Okay. So we’re talking about PPC and SEO. I came across this article here from Search Engine Journal which is pretty cool six actionable ways to use PPC and SEO to improve your results.
And so I thought this was key because we do a lot of Pay Per Click and SEO here and we always looking at data from both sides to figure out how we could improve.
Chris: You missed one word, so it’s PPC and SEO Data
Chris: So that’s important too.
Chuck: Yeah, that data reporting.
Chuck: And so number one was refining your match types. Says use your SEO data and match by key word to your page search data. Identify which paid search key words on broad match and review SEO performance. And so I thought that was awesome which is something that I kind a do indirectly.
Chuck: But they’re basically saying, you know, if you’re doing Pay Per Click for certain phrases and you have them on broad match see how many impressions you’re getting, how many clicks at all. If you’re doing some sort of real converging tracking, which one of all those broad match phrases that are actually generating clicks and turning into dollars. And if so optimize with it. In that way you can, you know, stop bidding on them and get your placement up or even the number two says… one was skipped to number three because it’s kind of talks in to that say’s, cannibalization.
Chuck: Yeah. And so basically talking about, you know, it’s a big debate. We had the debate between the people who top bid on key phrases even though you’re already ranking on the first page, what I was saying phrases organically and so my kind a logic is if I’m ranking for the first page organically and I have the budget to bid on it were my bid amount…
Chris: Two spots is better that one. Yeah.
Chuck: Yeah. Or I will load a bid amount and come on the second page
Chuck: You know, if you’re clicking on the first page and you happened to go to the second page I will be there sponsored.
Chuck: So, I think they kind a ties in to the to the re-find match types.
Chuck: You know, if you’re ranking well for it and its working. It’s worth keeping it in the sponsored SEO.
Chris: Yeah. It’s true. If you’re trying to stretch out that budget and you think there’re terms that you’re not organically placing well for and you are organically placing well for some other terms, you know, stir that budget to the terms you’re not placing well until you’re placing well for them. That’s…
Chuck: Another thing which I’m going to do on our new e-com client uncovered new key words. So lots of e-commerce sites have a site seach. Right?
Chuck: Looking at that. Instead of only using the web tools, you know, Google key word tools and we’re attracting all these other key words tools. If you have an e-com site or you’re in the regular site with a site search on it query that from the back end.
Chris: Stay on the site search.
Chuck: Stay on the site search so you can see what people who actually…
Chris: Are searching for you.
Chuck: Land on you site are searching for, then optimized with those. I thought that was great, you know, I definitely did on those.
Chris: It’s created by some of the e-mails from our last Podcast were… remember where he had the search like he didn’t… how he did keep searching for the craziest things and so, yeah.
Chuck: Yes. He called it stupid stuff, buy yeah. Another one he said on number four was a content gap analysis. Your PPC data sort — match by keyword against your targeted SEO keywords. This will help you focus resources on the keywords phrases that either rank poorly in organic search or don’t rank at all. And so I think what he was really in layman’s term was analyzing which phrases show organically that you’re bidding on.
Chuck: Let say you’re bidding on phrases and then not generating a return, you know, maybe as a low impression, low CTR, you’re not spending money on them, but you’re ranking well for them. Then, you know, you should probably definitely stop bidding on them because it’s not working anyway.
Chuck: And the page that are ranking for them figure out what those pages are and kind a go in and then tweak up the optimizization maybe you can make the same page rank for more qualified key phrase.
Chuck: Last one on here, rule number five was estimate demands for keyword targets. Search volume estimate tools are good. But they are not always accurate. Use page search data to get an idea of what a potential top ranking phrases base on impressions. It makes perfect sense.
Chris: We loved it when a client comes and they have been doing Pay Per Click for a while.
Right? And in fact a poorly managed Pay Per Click that comes to us has value, because it’s going to have broader terms. So there, you know, typically it’s like put it up there and bid anything related to plumbing and we can actually see of course the first thing that we do with that Pay Per Click account is weed out negative words and all of those things, but it allows us because we may have weeded out something that had value.
If we have managed it from the beginning we cannot do and what we believe we don’t, but if it’s wide open then we’ve got access to all data related to plumbing for at least for them and so we could see, you know, hey maybe there’s a couple phrases that we didn’t think of that we need to incorporate into our SEO after all efforts.
Chuck: And basically it just covers the inaccuracy, but if you use the Google keyword tool for example and you’re not signed in it will tell you, you know, 30,000 searches local searches for this key phrase over the past month. But if you have been bidding on that phrase in AdWords for let say for a few months, your AdWords that may say it may show, you know, 4,000 impressions. And so 4,000 impressions is a better number to go within your decision making over the 30,000 search.
Chris: That seems to be available.
Chuck: Yeah. And so the last one was number six identifying…identify tough converting paid keywords with low or no SEO visibility. That’s rule number one. That’s something we’d always done. If you’re bidding on a phrase and it’s working, and it’s converting into, you know, paid client or lease or whatever your, you know, action is optimize with their phrase. You know, you definitely want to dedicate a page to it, this base on that article that you send in anyway.
Chuck: And really try to increase your SEO visibility for that particular phrase. So I think this is a good…I’ll post this article on Facebook and you guys can look at it a little bit deeper.
Chris: Cool. One other things that when we start talking about is going back to PlanetSEED. We did some interesting analysis with them this week. Again they have seven languages and they were interested to know, you know, you have to make this debate.
Chuck: On air.
Chris: Yeah. As a not for profit it cost me money to put these. They’re not just using Google Translate they actually have translators and are translating it properly which by the way is how I would recommend you do it and so there is cost associated with it.
And as to not for profit let just say as an example if Arabic language wasn’t being used much or if Arabic language was actually being use in the US more than Arabs speaking countries you could make a case that you should stop spending money translating the site into Arabic.
And so what we’re able to do is pull together because the layout is Drupal website the layout of it is and this is classic and a CMS were everything that is in Arabic language pay almost everything. That’s an Arabic language page is in a folder called AR. So we were able to pull up a report of AR that language folder Arabic and where people were actually clicking on those.
Chuck: And Google analytics.
Chris: Yeah, Google analytics. And is it 10,000 right? 10,000 page views in the last 30 days. And were able to show which countries were actually looking at those Arabic pages the most. Saudi Arabia…
Chuck: Saudi Arabia.
Chris: Blew everything away. And there were other countries Arab speaking countries and you know, there are some in America and there are some in Canada actually. So it’s an interesting report. It’s interesting how powerful the Google Analytics are. And you can make business decisions based on Google Analytics.
Chuck: Yeah, we can send that report to him like, you know, you should definitely keep you…
Chris: Keep you and Arabic because people are, you know, if your targets are underprivileged and you believe that the people in these locations are actually underprivileged and are accessing it and then you certainly you want to keep that language going.
Chuck: You had a quick blank stare.
Chuck: That one all went blank for a reason. Do you want to take a quick moment of silence for Apple founder Steve Jobs. Rest in peace man.
Chuck: All right.
Chris: Remember for those of you who are just listening right in front of the camera here. There is an orange sledgehammer. I will tell you the orange probably isn’t necessary. It is just a sledgehammer. Anyone who comes up with why that’s there? What is our reference thought process for that orange sledgehammer. Let us know in our Facebook page. Facebook.com/ewebstyle.
All right. You have listened to the most popular SEO Podcast on iTunes that is because of you guys. We really appreciate you and thank you. We hope you will do three things actually four now. Go onto iTunes, create an account, write a review of us we appreciate it and hit us up if you want and we’ll give you on-air punch in the face. Also right now, right this minute twit and say that you just listened to SEO Podcast 124. Until the next Podcast my name is Chris Burres.
Chuck: Charles Lewis.
Chris: Bye-bye for now.