On-Site Optimization
Posted by on May 20, 2009 09:20 AMOne of Google's main goals is to show listings in their search results that their users like. This means success in AdWords is less about how much you're paying and more about how well you optimize your campaigns.
And part of this optimization has to do with your landing pages. Part of how Google decides how much you should pay-per-click is based on the landing page's "quality."
How do they determine quality?
Much of it has to do with if they deem the page relevant to the keywords you're bidding on.
But, how do they know this and other factors they include when decide page quality?
They have to make a quick assessement and they can't look at everything.
This is why there is a growing importance of "On-site" search optimization. That is, building your sites for the search engines.
So, how exactly can you optimize your site for the search engines?
Here are a few key tips used when obtaining free search positions:
- Add fresh content to your site. Blogs are great additions..
- Add a privacy, terms of use, contact us, and even an about us pages links.
- Include your keywords in your <h1> tags and your secondary keywords in your <h2> and <h3> tags. Typically, your landing page headline is your <h1> tag and subheads are <h2>.
- Add proper meta tags. These go in between your <head> </head> tags. You can include your AdWords keywords in your title. Here's a generator found on Google: http://vancouver-webpages.com/META/mk-metas.html
- Make sure your page loads fast. Even small improvements can make a big difference in your response.
- For images, use "alt" tags, which look like: alt="Your description of the image that includes your keywords."
Finally, this isn't "on page" optimization, but the most important factor that determines how well the search engines view your site is how many incoming quality incoming links you have and what those links say. So, focus on getting the right links back to your site.
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