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