Any business owner with a business website knows the importance of having a strong internet presence. Simply having a website isn't enough however. You need people to visit your website. You need to find creative ways to drive traffic to it. There are several different ways and each has some inherent strengths and weaknesses. Search engine optimization (SEO) is a great way to boost your rankings in organic search results. In other words, people searching for keywords related to your business will see your business's website near the top of the results page. Pay-per-click (PPC) is a great way to get a quick boost in web traffic as you pay affiliates for driving their website visitors to your page. Whether you're doing SEO, PPC, or a combination of both, the success of your campaign will depend on the quality of your landing page.
A strong landing page is important for two reasons, the first is that a better landing page is more likely to help your customers get the information they're looking for and hopefully perform the desired outcome, whatever that is. The other reason is Google's quality score, something that is especially important for PPC if you're using Google's AdWords. A higher quality score means your ad will be shown more often and your cost-per-click (CPC) will be lower. Here are a few tips for improving your landing page's quality score:
*A good quality score starts with your ad copy. Make sure you're using your keywords in your ad copy, especially in the headline of your ad copy. By creating several ads and customizing each of them for various keywords, you can improve your quality score
*Next you'll want to make sure that the content on your landing page matches up with your ad copy. If you're using site links and ad extensions then you'll have several different landing pages depending on which link the person clicks on. If the content on that landing page doesn't match up with the ad copy, it will hurt your quality score
*Watch your load times. You can use Google's PageSpeed test to ensure that your pages' loading times are acceptable. Longer load times means a lower quality score and lost web traffic as impatient people look elsewhere
*Use Google Analytics to track the bounce rate. In other words, look at how often people are leaving your website shortly after getting on the landing page. High bounce rates mean people are losing interest fast. Play around with different strategies and see which ones lower your bounce rates
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