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5 Factors that Influence Your Landing Page's Quality Score

In our last article, we discussed the importance of click-through rates (CTR) in affecting your Quality Score and AdWords ad rank. While CTR are important, the quality of your landing page is also a prominent factor of your Quality Score. Here are five determinants that Google considers when evaluating your landing page.
  1. Readability.

    Your landing page has to be readable or “spiderable” in order for Google to give it a Quality Score. If Google can’t read your landing page, it can’t determine the adequacy of your page. To read or “spider” your website, Google uses two types of robots: Adsbot-Google and Googlebot. Google utilizes these robots to crawl your landing page and see if it’s relevant to your ad copy, transparent, safe, and user-friendly. If you try to block these robots, Google will simply ignore your command and crawl your page nevertheless. The reason is that Google wants to give your landing page a Quality Score so that your ad copy will appear on search results. If your ad doesn’t receive a Quality Score, it won’t appear on search results. To examine the spiderability of your landing page, create a free Google Webmaster Central account and utilize its tools to assess your page’s readability.

  2. Relevance.

    Your landing page should be relevant to your ad copy. After all, the only reason why a searcher would click on your ad is because he or she thought your website would answer his or her question. If your landing page isn’t pertinent to your ad copy, you’ll not only disappoint your consumers but also waste your ad dollars as you’ll generate unqualified leads. To ensure your landing page is related to your ad copy (according to Google’s standards), use the AdWords Keyword Tool to examine your page’s relevance. If you discover that the tool thinks your page is irrelevant to your ad copy, you can either rewrite your content or make minor modifications.

  3. Transparency.

    It’s imperative that your landing page displays the same promotion you offer on your ad copy. If your page isn’t showcasing the same promotion, Google can’t ascertain the legitimacy of your website. Additionally, consumers can’t determine the validity of your page and will likely bounce due to their distrust. To ensure your promotion is distinctively shown on your website, put it above the fold as that’s the place where searchers first see when they arrive on your landing page.

  4. Safety.

    Your landing page can’t harm your consumers’ computers. You aren’t allowed to use your website to change your consumers’ browser settings, disable their back buttons, or try to autoinstall software. If you violate any of these three rules, your ads will become disapproved. If you try to autoinstall software on your consumers’ browsers, your website will quickly be indicated as an untrusted webpage.

  5. Navigation.

    Navigational elements enhance your website’s usability. If a searcher can’t find the information he or she wants on your landing page, the searcher can use the navigational bars to easily browse your website and find the info she desires. The searcher can also use the navigational bars to learn more about your company, products and so forth. Some basic navigational elements to include are homepage, about us, contact us, and privacy policy.

By optimizing these five factors, you will be able to significantly enhance the quality of your landing page. This will help you increase your overall Quality Score, AdWord ad position and more important, qualified traffic.