Google Adwords is a crucial tool for today’s digital marketers. But while many focus entirely on Cost Per Click (CPC) management and keyword targeting landing, the importance of landing pages is placed on the back burner. Landing pages are optimized web pages designed for people who click on your ads. Once a user clicks on your Google ad, the landing page is where they arrive. The common component that is wrong with most Pay Per Click (PPC) strategies is that the ads are linking to a homepage or link cluttered registration page.
Landing pages should also attend to the specific stage of the buying cycle for each user. Have they interacted with your site? Or is this the first time they've ever encountered your brand? By using landing pages with focused and specified calls to action, content, and click through pages, you can augment your strategy to spur greater conversions.
Journey to Conversion
When you link a PPC ad on Google to your business’ homepage, you are very likely to confuse the visitor. Once a user clicks the ad they arrive at a page with dozens of potential links to click through, usually accompanied with an overabundance of content. By understanding that your ad should... Read more
So, a couple of weeks ago Moz published some great work about the correlation between Google +1s and higher search rankings.
We've written about Google+ before. But, when Moz posts. The marketing world listens.
You can read the Moz post here.
The Moz Post
Basically, after a great deal of scientific research, Moz determined that after Page Authority, a URL's number of Google +1s is the most important factor to search rankings.
They determined it was more important than backlinks, Facebook shares, and any other factor. Additionally, Moz surmises that Google+ will only become more important as Google more fully implements Author Rank.
As with all things Moz, the blog post and the research behind it, was very first class and well done. And while +1s impacting SEO has been long-suspected, there was never any concrete and scientific data that proved it, until Moz did the work and wrote the post.
The Google Response
The day after Moz published their blog post, Matt Cutts, The Google Czar of Search, responded. He says, unequivocally, that Google +1s do not lead to high web rankings.
Here are few quotes from Cutts as quoted in Search Engine Journal:
Just trying to decide the politest way to debunk the idea... Read more
There is a suggestion Google is reading every webpage you visit when you are logged into Google.
While Google’s changes to organic search tracking have shaken up the SEO industry, it’s not a death knell for keyword-level call tracking as some would suggest.