Content Marketing Today

Google Makes it Official: Relevant Content Scores Big!

Of course, it’s intrinsically important that you deliver great content that benefits your customers. That’s how you begin long-term, trusted relationships.

But there’s another economic reason. If you don’t provide that kind of content, you need to spend a lot more time and money to drive traffic to your site.

Here’s what Google says on its AdWords Blog:

Websites that may merit a low landing page quality score

Our landing page quality guidelines have always stressed the importance of directing users to easily navigable landing pages that are transparent about the advertiser’s business and that contain relevant and original content.

Google stresses that it will be a lot more expensive to get traffic to your site via AdWords if you don’t adhere to their quality guidelines. They give some quick tips about quality and then point users to their guidelines where they reinforce the content message:

Relevance and originality are two characteristics that define high-quality site content. Here are some pointers on creating content that meets these standards:

Relevance:

• Users should be able to easily find what your ad promises.
• Link to the page on your site that provides the most useful information about the product or service in your ad. For instance, direct users to the page where they can buy the advertised product, rather than to a page with a description of several products.

Originality:

• Feature unique content that can’t be found on another site.
• Provide substantial information. If your ad does link to a page consisting mostly of ads or general search results (such as a directory or catalog page), provide additional, unique content.

Now it behooves you to create compelling content for your customers and for your friends at Google.