If PPC is central to your overall marketing plan, then quality score is a term you must be familiar with. Actually, a lot of advertisers have heard about quality score and how important it is, except that they’re not so sure how to high rank with it.
For clarity on what quality score is, let’s review how Google explains it: “Quality Score is an estimate of the quality of your ads, keywords and landing pages. Higher quality ads can lead to lower prices and better ad positions.”
Although not much detail was provided, it is safe to assume QS is mostly about driving traffic to your site landing pages. So, to improve QS, your focus should be on improving the feel, behaviour and content of your landing pages.
Google recently announced some key changes to their QS algorithms to offer website owners a better understanding of how to rank high on the metrics, and then act on the new insights with ease.
Why is that so important? The truth is that except your site and contents rank well on Google, you won’t achieve much success with your organic traffic flow, customer conversion and brand awareness goals.
Optimise for keywords: Include them in the titles and in the article in the right density
The first and most important factor in your SEO and quality score objective is to make sure you use the right keywords and in just the right density. But what keywords should you rank for? You may need to do some SEO experiments to be specific about them and make sure you track updates, so you can keep improving on them.
Your relevant keywords must be properly distributed in your contents. Make sure to include it the headings, in the first one or two paragraphs and a few more times in articles. But be careful to avoid keyword stuffing. Ensure you’re writing for humans, not computers; so, include your keywords in a natural way.
Improve your site speed
Experienced internet marketers know how important the load time of website is to customer traffic and conversion. No one will hang around forever waiting for a website to load; which is why improving your site speed must always be a priority. Don’t forget too that when determining QS, AdWords always reviews the load time of the landing pages; and a slow website is a big fail.
Ensure easy navigation
It’s not enough to drive traffic to your site; you need to also ensure they can easily find what they’re looking for on your landing pages without having to spend too much time and energy groping around. Just like slow load time, if website users sense a landing page does not have easy navigation, they will bail in a blink of an eye and go somewhere else for the information they’re seeking.