Where PPC & SEO Meet

Many similarities can be drawn between optimizing your website for optimal keyword rankings on search engines, and optimizing your pay per click landing pages for optimal Quality Score in Google Adwords.

Quality Score is comprised of many variables including; click thru rate, account history, ad copy, and landing pages. A good Quality Score is an indication that Google sees your ad campaign as relevant to the keyword traffic you’ve chosen to bid on, and rewards your campaign with a lower Cost Per Click.

The landing page variable of the Quality Score can be broken down almost like a basic SEO strategy. Basically, Adwords wants to make sure the keywords you’re bidding on are relevant to the content of the page you’re directing click traffic to. A great way to make sure you’re using the best possible landing page is the Google Site Related Keyword Tool, and the W3C Semantic Extractor. The Site Related Keyword tool will provide you with a list of keywords Google feels is related to your site, and the Semantic Extractor will provide a quick outline of what the page is about.

If your keyword is not showing up in either of these tools, you have a problem. Start by using headings correctly, utilize at least the h1, h2 and h3 tags and make sure the content of each is related in the semantic extractor outline.

These actions will not only help in your Quality Score rankings but, your keyword rankings as well. Killing two birds with one stone!

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