estimated reading time: 4 minutes
An empathy exercise
We already know that the online market is increasingly strong! And it is always receiving new investments, which is great for brands and consumers. The consequence of that is that with each passing day, it becomes harder (and more expensive) to drive qualified traffic to your business. Either because of the increasing price of ads in the auction or the intense SEO efforts required.
Google defines Quality Score as an estimate of the quality of your pages, ads, and keywords. The higher the quality of your content, the lower are the prices and the more favorable ranking positions you get. And this score is quantified and measured, among other things, by the relevance you have.
But what “relevance” means, and how do you scale it?
This is where it gets tricky. Because no one outside Google knows this with certainty. What we know is what we assume from experience and observing what helps the quality score.
There are three major essential attributes important for an excellent Quality Score. They are Landing Pages, Keywords, and CTR.
1. CTR – click through impressions – is how many times your link was clicked divided by how many times it was served. This KPI is how the search engine identifies if your page is relevant. The more people click on it when they see it, the more Google understands that what you are serving is good content, thus relevant.
2. Keywords are crucial to adding relevance to your page. These search terms are responsible for associating a specific subject with your website and product. That’s why it is important to understand what people are looking for and how they seek this content. So you can work with appropriate keywords.
A great tip here is to work with Long-tail keywords. They are more interesting to improve your Quality Score, as they don’t have a high level of competition, and can help you reach a specific audience that is interested in what you have to say/sell.
3. Landing Page is the place where the user is redirected to after clicking on a link. Therefore, it must be appropriately worked with SEO techniques and strategies to be understood by the bots and crawlers. Within this attribute, there are a lot of techniques we could mention. Such as Internal and External Links, Content, Friendly URL, Image Optimization, Mobile Friendly, Performance, and others.
In the end, search engines want to provide useful results for seekers and drive the right audience to the right content. As you are a search engine user yourself, imagine what you want to find as a result of your request. This empathy exercise is excellent to help you understand consumer behavior. For example, you don’t want to wait for a page to load; you want it to be fast. So why would your visitor like that?