How Quality Of Score Affects Smaller Websites

There was a time where you just paid your money, your site or URL was just thrown in with everyone’s else. But for some time now, Google’s quality score has affected how much you pay per click within adwords. They are trying to make their ads as relevant to the search as possible, so if any does not match the search term , you will be punished and if the landing page does not match the search term, you will be punished, in the pocket that is.

This starts to become a big issue for the business that just has a single “services” or “products” page, as it limits the amount of search terms you can use. The reality is, that you pretty much need a separate page for most of the search terms you choose to bid on. Only by having a relevant URL, relevant page title and content will you get your quality score high and with Pay per click marketing being so competitive anyway, there are very few business that it makes sense just to pay the extra.

As a specialist SEO company we understand why quality scores are used in search engine as auctions, but for the small company that has just paid a bit of money for a web design company to design them a 6 page website, it certainly hits below the belt when they find out they need a new page designed and written for every search term within their adword campaign.

Many web designers don’t bother keeping up to date with internet marketing techniques, even though they pretty much always advertise their services with search in mind and if the client doesn’t mention wanting to set up a detailed quality adword campaign, the website gets designed without a thought on what will happen next.

This is why a good SEO company or internet marketer should be consulted before any website is commissioned, if it is to be anything else but a colour brochure. Evidence should be sought to what experience there is in pay per click techniques, to ensure the advice is genuine. The final consideration is using pay per click specialists to manage campaigns. The reality is, even though there is a change, that money should be recouped with savings on quality scores and search tern research to maximise conversions.