Why Did Google Do This?
Jonathan made the case to Pamela and to me that the
intent is to improve user experience.
When
landing pages don’t line up well with the user’s search, the user has a poor
experience, and ultimately that’s bad for everyone.
It’s
bad for the user because they don’t end up where they expected to end up; it’s
bad for the advertiser because they clicked on an ad and ended up somewhere
they didn’t want to be, winning the advertiser no great brand impression; and
it’s bad for Google, because that user is more likely to seek a different
search experience and less likely to use Google sponsored links in the future.
This
makes perfect sense. As I argued in last month’s post, Google maximizes its
immediate term revenue by making QS 100% based on anticipated Click-Through
Rate (CTR). Factors related to landing page or anything else reduce Google’s
revenue per SERP view by reducing the importance of CTR.
However,
poor landing page experiences might reduce Google’s long-term revenue by
training users not to click on sponsored listings. That could jeopardize the
business.
By
creating a finer gradation between “your landing page stinks” and “it doesn’t
stink” — essentially where we’ve been with landing page QS — Google rewards
advertisers that pay attention to landing page decisions and creates another
incentive to provide a great user experience.
In
the long run, better landing pages lead to higher conversion rates, which in
turn means an increase in the value of traffic, therefore allowing higher bids
and correspondingly more traffic at the same efficiency. It’s a beautiful
virtuous circle.
It’s
also at least part of the reason that Google bought Urchin and made Google
Analytics free. Giving advertisers the tools to diagnose user behavior and
improve website effectiveness should ultimately lead to better monetization of
traffic and higher bids in the paid search auction. Smart. Very smart.
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post By: http://searchengineland.com/understanding-googles-latest-landing-page-quality-score-release-96613
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