An empathy exercise
Estimated reading time: 3 minutes
We already know that the online market is getting stronger! And it's constantly receiving new investments, which is great for brands and consumers. The consequence is that it gets harder (and more expensive) to drive qualified traffic to your business every day due to 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 the prices and the more favorable the position in the ranking. And this score is quantified and measured, among other things, by how relevant you are.
But what does 'relevance' mean, and how do you scale it?
That's where it gets tricky because nobody outside of Google has that information accurately. What we do know is what we assume from experience and observing what helps in that quality index.
Three main attributes are essential 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 on divided by how many times it was served. This KPI is how the search engine identifies whether your page is relevant. The more people click on it when they see it, the more Google understands that what you are displaying is good content, therefore relevant.
2. Keywords
They are crucial for adding relevance to your page. These search terms are responsible for associating a specific subject to your website and product. That's why it's important to understand what people are looking for and how they search for that content. So you can work with appropriate keywords.
A great tip is to work with long-tail keywords. They are more interesting for improving your Quality Score, as they don't have a high level of competition and can help you reach a specific audience interested in what you have to say/sell.
3. Landing Page
It is the place to which the user is redirected after clicking on a link. Therefore, it must be worked properly with SEO techniques and strategies to be understood by bots and crawlers. Within this attribute, there are many techniques we could mention. Such as internal and external links, content, friendly URL, image optimization, compatibility with mobile devices, performance and others.
Ultimately, search engines want to provide useful results for searchers and direct the right audience to the right content. As you are a search engine user, imagine what you want to find as a result of your search. This empathy exercise is excellent for helping you understand consumer behaviour. For example, you don't want to wait for a page to load; you want it to be fast. So why would your visitor want that?
