You make visitors happy when you give them a narrowly focused nugget of information. The concept of Quality Score from

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You make visitors happy when you give them a narrowly focused nugget of information. The concept of Quality Score from Google rewards narrowly focused page content. You achieve a high Quality Score for your landing page when there is a one-to-one match between the content of your page and the search terms used. A high Quality Score leads to higher on page positions for your Adwords spending. Please be aware making minor changes to web pages to make them more relevant to the term being purchased simply to improve Google Ad Quality Scores is unlikely to be a successful tactic.


The search engines are already utilizing semantic indexing to israel mobile phone numbers database discern related words and do not need to be spoon feed the exact term. Further, a focus solely on relevance may overlook the fact that Google’s guidelines also calls for “original” content. The guideline specifically mentions “unique content that can’t be found on another site”. The critical questions to ask in determining if creating landing pages focused on relevance will pay out the effort required are: 1) will doing so move the needle on conversion rates; and 2) are the changes likely to be significant enough that the search engine algorithm may rate the new page as being more relevant to the search term.


In hindsight, it seems almost amusing that back in the fourth quarter of 2008 numerous self proclaimed PPC experts were recommending crafting unique pages for practically everyone of your search terms. An effort we launched at User Centric in an effort to improve both user experience and Quality Score yielded an interesting learning. The terms "usability testing" and "website usability testing" both convert well for us. Originally, visitors clicking on either term were delivering visitors to our "usability testing" page.