Search Engine Marketing - Maximizing the Triangle of Relevancy with Google
- Date: 2007-07-11 - Word Count: 1020
Share This!
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., 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., MyDomain.com/keyword.htm. Using these two methods works best when you have a generic domain name like 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 as indicated in the audio overviews at the company Website.
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.
Sydney Nelson is a Microsoft Certified Professional and has a Bachelor in Information Technology. More articles on search engine marketing are available at http://blog.PromoBlackBoxZone.com
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., 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., MyDomain.com/keyword.htm. Using these two methods works best when you have a generic domain name like 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 as indicated in the audio overviews at the company Website.
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.
Sydney Nelson is a Microsoft Certified Professional and has a Bachelor in Information Technology. More articles on search engine marketing are available at http://blog.PromoBlackBoxZone.com
Related Tags: marketing, website, search, engine, site, black, box, promo, chameleon, promoblackbox
Your Article Search Directory : Find in Articles
Recent articles in this category:
- Seo For E-commerce Website
SEO utilization in a proper manner for E-commerce website is a crucial tactic yet interesting as you - Who Said Only An Expert Can Print Remarkable Catalogs?
Believe it or not, it takes no special skill or expertise to create catalogs. And though you may not - First Search Consultancy - Web Promotion Methodology
First Search Consultancy pioneers the cause of web promotion methodology. Every web promotion campai - Advertising Articles - How To Overload Your Website Traffic For Free Part 9
The more traffic you can create, the bigger the presence your website would have on the internet. Mo - Website Design Articles - Skyscraper Banner Design Ads Can Be So Cool
Certain advertising models have become like the internet standards among the global business admins - Internet Marketing Articles - Why Is SEO Important?
If you own a website or are an affiliate marketer you know just how important SEO is. For the others - Dream House Using Classifieds
In the times of our forefathers, buying or selling a house was as easy as buying a magazine from a b - Turn To Classifieds If You Want A Tutor For Your Son
India is country which though progressive still has very little internet penetration. Less than 5% o - Hiring Personnel Through Classifieds
Before the advent of internet, it was a tedious job to hire personnel for your business. Finding peo - How To Stop Hiring Bad Brochure Printers
Tired of making mistakes in hiring brochure printing companies? Well let me teach you a little bit a
Most viewed articles in this category:
- Tips for Web Site Localization
Your company is expanding to foreign markets and you've been chosen to oversee the localization of y - Website services Launched
www.majornewswire.net is a leading Internet press release and articles distribution service. W - Promoting Your Website Online
At the end of the day, Google is just a machine with its every process determined by an algorithm. I - Creating Content - Guide for Websites and Content based Businesses
This advice applies to websites, magazines, newsletters and to any individual or small business - The Single Most Important Aspect Of Website Promotion
The question very regularly comes up concerning the most effective ways to bring traffic to a websit - Know Your Objectives - Before You Submit To Article Directories
Marketing is often segmented into four distinct sets of activity. The four P's - Product, Prici - www.Taxidermy4cash.com, William Borrer of Henfield, West Sussex.
William Borrer, Naturalist William Borrer was born at Barrow Hill, Henfield, West Sussex on - The Social Web for the Anti-Social
You decided to get into e-commerce because the last thing you wanted was to have to deal with people - Website Localization from a Webmaster's Point of View
What are the benefits of website localization from a webmaster's point of view? You can reach more p - Selling and Promoting Your Products on Myspace
Myspace.Many people have the impression that such sites are for teenagers and fun only. And yes, th