Improve Your Quality Score With Multiple Landing Pages

You can improve your quality score with multiplePut simply when people search the internet they go
landing pages that are more targeted to yourthough three main phases:-
keywords. In the previous article I looked at how to1. Research Phase. Where they are looking for general
improve your Google quality score (QS) by creating ainformation on a topic.
mini-site. Let's expand on that further and look at how2. Decision Phase. Where they are looking to compare
we can also marry that with the customer buyingdifferent products and are likely looking for more
cycle.information and reviews.
First, let's look at what I call my relevancy radar.3. Buying Phase. They have come to decision and
The Relevancy Radarwish to buy.
We'll use the example 'sausage making'. That's ourSo, in our example a customer would find our general
broad niche and our headline keyword phrase. That'sausage making' mini-site at phase 1, our sub-niche
would also ideally be our domain name. Under that are'sausage recipes' review page at phase 2 and our
3 sub-niches:-targeted 'english sausage recipes' landing page at
'sausage recipes'phase 3.
'sausage equipment'So what is the best way to market to the customer
'sausage ingredients'at each phase of the buying cycle?
So, our mini-site would have a home page, and a pageThe Relevant Marketing Method
dedicated and optimised for each of the threeAt stage 1 of the buying cycle a customer is unlikely to
sub-niches. We would also have a 'contact' and anbuy but they may do. They are interested, so we
'information' page.would look to capture them using an opt-in form on our
Our home page would be a 'welcome & generalmini-site.
description of Sausage Making page'.At stage 2 of the buying cycle a customer more likely
Our sub- niche pages would likely be a review styleto buy but they may not. They are more interested, so
page of 3 - 4 products satisfying the needs of thewe would look to capture them using an opt-in form on
relevant sub-niche, with links to each merchant's page.our review pages whilst giving them an option to buy
All pages are optimised for their relevant two wordvia links to our merchant sites.
keyword phrase. (Include them in your meta tags andI would not run an Adwords campaign aimed at the
go for 5% saturation across the page.)first two phases of the buying cycle.
We are still too broad and not relevant enough so weAt stage 3 of the buying cycle a customer is likely to
need to fine tune our relevancy radar. So, if we takebuy. They are very interested, so we would look to pull
the first sub-niche 'sausage recipes' and target thatthem directly to our targeted landing pages using
further to say:-Adwords.
'english sausage recipes'So, when they search on 'buy english sausage recipes'
'german sausage recipes'they find our 'buy english sausage recipes' Adwords
'italian sausage recipes'ad which takes them to our 'english sausage recipes'
We can now construct separate landing pages forlanding page.
each one, optimised for their relevant three wordOur ad is highly targeted and relevant and links to a
keyword phrase.relevant mini site so our QS is great. Our ad costs are
Our relevancy radar is much more finely tuned andlow and our ad ranking high. In this way you can
you could take that even further depending on yourimprove your quality score with multiple landing pages
niche.that are more targeted to your keywords.
Let's look at the customer buying cycle next.In the next article I'll look at how to create an effective
The Customer Buying Cyclelanding page that will convert to sales.