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Search Engine Marketing – Maximizing The Triangle Of Relevancy
                  With Google
By Sydney Nelson (c) 2007

The "Triangle of Relevancy" is used to describe the
relationship between the text in a landing page, a sponsored
advertisement and the keyword or phrase that's entered into a
search engine. Google places a premium on relevancy as it
endeavors to ensure visitors have a positive experience by
getting search results relevant to their search terms. I will
outline specific steps an advertiser can take to maximize their
landing pages and sponsored advertisement's effectiveness in
their search engine marketing endeavors.

Relevancy with Landing Pages

The product, if you will, of any search engine is the resulting
landing pages. The page's relevance to the search terms
determines whether the page will show up in a search and at
what position. Google's algorithm scores each page and/or
sponsored ad's relationship to the keywords or phrase and uses
this information to assist in determining the order in which
the landing pages and AdWords ads are placed. The algorithm
also monitors the amount of time a visitor spends on a page and
includes this in the score.

Search engine optimization (SEO) techniques such as placing
keywords in the page's title and throughout the body of the
page can sometimes affect the position of a page in the search
results. But of greater importance to Google's algorithm is
whether or not the keywords are located on the landing page and
whether they are randomly included simply to increase the
density of the keyword on the page.

A common scenario is for Web developers to design a number of
landing pages for the same product specific to certain
keywords. Using this method you can end up with 10 or more
landing pages for each of your products. This can be expensive,
time consuming and difficult to maintain as regular updates are
required on each page.

This can be much more efficiently accomplished by using a
product entitled Search Chameleon (http://www.searchchameleon.com/).
This product uses scripting on a landing page and a related
sponsored ad to adjust the text in the landing page in REAL
TIME according to the keywords entered in the search bar.
The scripting can be used in the page's title or anywhere
in the body. This not only saves development time but makes
page updates much simpler since you're only working with one
page.

It also assures your page will be relevant to the search
regardless of the search term entered. This can be a compelling
factor in a visitor's decision to spend more time on a landing
page. An advertiser is then able to maximize on the relevancy
of their landing pages by automating previously manual
processes.

Relevancy with AdWords and Sponsored Advertisement

The "Triangle of Relevancy" would not be complete without the
search terms being included in the title and/or body of your
sponsored ad. Google and most search engines will highlight the
search terms in the sponsored ad anywhere it shows up. This
allows your ad to stand out and draws attention to the visitor
that your ad is relevant to their search.

So, instead of loading your Adwords campaigns with numerous
non-relevant keywords, your best bet is to use a single keyword
or phrase that's relevant to your ad allowing it show up in both
the title and the body of the ad. This means you should write
several ads specific to a keyword or phrase for your Adwords
campaigns. This not only makes your ad more relevant but it
pre-qualifies your prospect as the ad contains the specific key
terms they're searching for.

Another way to really boost your sponsored ad's visibility is
to have the keyword or phrase in the destination URL at the
bottom of the ad. If you're using an affiliate link, you may
not get as good a click through rate as with a non-affiliate
domain, because people will respond more favorably to your ad
if they think you're the product owner.

The best way to show you're a professional is to use your own
domain name as a redirect to your affiliate site. You can use
the keyword or phrase in a successful ad as the domain name and
your keyword will be highlighted in the title, the body of the
ad AND in the destination URL!

The second best way to show you're a professional is to use a
keyword as a sub-domain for a domain you already own, i.e.,
http://keyword.MyDomain.com. Notice the keyword is in front
catching the eye of the prospect first. An alternative would be
to add the keyword as a landing page name, i.e.,
http://MyDomain.com/keyword.htm. Using these two methods works
best when you have a generic domain name like http://123.com
which will work with any product and does not conflict with the
keywords.

In Summary

The "Triangle of Relevancy" is the most important aspect of a
successful search engine marketing strategy. Google is very
careful to ensure their visitors have a positive experience
with their search engine so they reward the more relevant
advertisers with a higher position in the search results and
their AdWords ad placing. Both the landing pages and the
AdWords ads should focus on specific keywords or phrases for
maximum relevancy.

As previously highlighted, Search Chameleon will allow you to
customize a single landing page, which will update the page
title and body text with the specific keywords or phrase a
visitor enters into the search engine. Search Chameleon is a
proprietary application included in a suite of B2B productivity
software called PromoBlackBox. Also included are Google AdWords
training CDs developed by a top Internet marketing company.
There are a number of additional proprietary applications and
software included that will assist advertisers in maximizing on
the triangle of relevancy.

The search engine marketing landscape is continually evolving
as new technology is introduced. Search engines are continually
updating their processes as developers learn how to counteract
them. One thing that probably won't change is the triangle of
relevancy with the search term, the sponsored ad and the
landing page. People will always want specific answers to
specific questions.
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Sydney Nelson is a Microsoft MCP and has a BIT Degree. Please go
to http://PromoBlackBoxZone.com for audio and video details.
More articles on search engine marketing can be found at
http://blog.PromoBlackBoxZone.com.
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