The people of Google write about understanding landing page experience, and it is important to know what they say about it. It is also important for anyone wanting to maximize their investment in Google AdWords to use the advice they offer.

Here is how they start their article about landing pages, “Landing page experience refers to how good we think someone’s experience will be when they get to your landing page (the web page they end up on after clicking your ad). You can improve your landing page experience and Quality Score by focusing on three things: relevant and original content, transparency, and ease of navigation.”

How do your landing pages stack up?

Don’t forget the ever important quality score. Here are a few considerations that Google says can come into play when calculating “Quality Score.”

It is important to note the number of times in the above list that Google looks at account performance. It is easy to not worry about a particular keyword or a handful of keywords that are not performing well, but it is a costly mistake to ignore the impact poor performing keywords can have on your ad display placement.

Here is more from Google on Quality Score.

Don’t forget. When it comes to Google AdWords campaigns,  there are “Two Things You Can’t Ignore: Landing Pages and Quality Score.”

1. This Google quote, “97% of consumers search for local businesses online.”

2. Google’s Universal Search results

In today world of Google’s Universal Search results, nearly every time a potential customer does a Google search that contains your community’s name (or the region where your business  is located) and the type of product or service you offer, they will see a Google map with pins on it, and a list of businesses represented on that map. Is there a pin for your business there? There is no easier nor quicker way to improve visibility in Google SERPs, than claiming, and using your Google Places listing.

3. Make sure your listing is accurate and thorough. Did I say thorough?

You may add photos and videos; custom categories like your  service area, brands you sell and how to find parking; and coupons to encourage customers to make a first-time or repeat purchase.

4. Customer Reviews

Google and prospective customers both love customer reviews. You don’t have to do many test searches using Google to see that websites of companies who have several reviews on their Google Places pages, do very well in Google SERPs.

5. It is easy, and takes a very few minutes.

You may verify your phone number, address, and add business hours.  After you have claimed and verified your Google Places listing, you may go back and take advantage of the features.

To make sure the basic information you submit is accurate, Google will ask you to verify it first by entering a PIN that will be sent to either your business address or phone number. (We recommend using the phone number. It automated and is nearly instantaneous as opposed to weeks.)

Now, go claim your Google Places listing!

Here is some help from Google:

Getting started with a local business listing on Google Places

Google Places quality guidelines

Before you launch:

Some of you have heard me repeat this mantra many times. This applies for Google AdWords and for organic search results, here is what matters, “Landing pages, landing pages, landing pages.” On those landing pages, you need well-written “Titles,” Meta Descriptions,” “Headlines” and a first paragraph that contains the keywords for which you would like to be found. If you did not provide (or have your web developer edit and provide) well-written, keyword-rich content for your pages, those pages won’t rank well, if at all. If you want your website to be found for specific keywords, those words have to be well-placed on your landing pages. That, is a simple fact.

If you have done all of the above, and are still not ranking well, don’t despair. Just take another look at your content. Rewrite it making sure you have your keywords placed properly, and they are written according to Google’s guidelines. Review the websites that are getting found better than you. You will likely find some clues that will help with your website. Keep at it. You can get to the top!

Here are two effective ways to jump start a new website, or a newly revised website.

From all of us at WebWise, have a safe and very
Merry Christmas!

The WebWise Design & Marketing office will be closed until Tuesday,
December 27, as we spend time with family and friends.

Our Support Desk will be monitored for emergency tickets.

Wishing everyone a safe and very Happy Thanksgiving holiday!

The WebWise Design & Marketing office will be closed from Thanksgiving Day until Monday, November 28, as we give thanks with family and friends.

Our Support Desk will be monitored for emergency tickets.

That said, here are the numbers:

Knowing those numbers should affect how you approach search engine optimization (SEO), and your Google AdWords campaigns. You do have both of those in your search engine marketing strategy, don’t you?

• You, your boss, relative, or friend,  saw or read about, what they feel, is a cool feature on another website.
• Your  ___________ (fill in the blank) took a class on web design, and the instructor said  __________(fill in the blank).
• Several businesses similar to yours have large photos at the very top of the page, and rank well in Google Search results.
• Several businesses similar to yours have small photos at the very top of the page, and rank well in Google Search results.
• Several businesses similar to yours have no photos at the very top of the page, and rank well in Google Search results.
• Several businesses similar to yours have videos at the very top of the page, and rank well in Google Search results.
• You read on Facebook that you should __________(fill in the blank).
• You read on a blog with SEO tips that you should __________(fill in the blank).
• You saw a Tweet that said you should __________(fill in the blank).
• @@@@@@@ (Celebrity name withheld) had I guy on her TV show talking about having a YouTube video on all your main pages helping in Google rankings.

What often is forgotten is your target audience. Ask yourself, will the changes make your site more attractive and/or more user-friendly for your target audience? Is your website better because of the changes? Do those changes better describe the benefits of your services, or the quality of your products? How will your audience perceive you, your company, or what you offer?

When reviewing our client’s websites and prospective changes, we sometimes have to remind them, they are not the users, nor are we. We are changing their website for their target audience, not us, or the boss, relative, friend, or someone on TV. It is the website visitor we should be considering.

Are you making changes to your website for yourself, or for your target audience? There is only one correct answer.

• Proof before you tweet
• Don’t retweet an url without clicking on and reading the landing page. It may not be what you think.
• Don’t use all 140 characters. Leave room so you get credit when retweeted.
• Spread your tweets out over time. Don’t flood your followers with ten tweets at a time.
• Don’t forget, you are not tweeting to @justsomeoneyouknow. Potentially, millions can see your tweet
• Help others. Retweet what is interesting to you and hopefully your followers.
• If you want to get tweeted, retweet others.
• If you want to get retweeted for specific topics, use hashtags (“#” Symbols)

For those of you who want more Twitter information, the excellent “The Ultimate Guide to Twitter Marketing” by @Copyblogger is a great resource.

And, of course, we always appreciate follows: Follow @webwisedesign