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Last week at SXSW Google engineer Matt Cutts announced that Google is working on an "over-optimisation" penalty. If your site is "overly seo'd" then expect to see your rankings start to fall in the coming months.
As far as I'm concerned, this isn't really news. It's an obvious progression for Google and it's something I've warned clients about for years now: you can't afford to focus on getting users onto your site at the expense of providing relevant content to them once they arrive.
Nevertheless, this latest step by Google is easy to understand. You just need to understand what business Google is really in.
Hint: It's not the search engine business.
The first part of our series on getting the most from AdWords focused on the basics of creating more clickable advertising. Part two looks at where to send your traffic what to do with it once it arrives!
Create relevant landing pages
How many times have you clicked on an ad, only to arrive at a generic page that seemingly has nothing to do with the search you performed?
You hate it. I hate it - everyone who uses Google hates clicking through to irrelevant pages.
Guess what? Google hates it too.
How many times have you performed a search for a product or service and been delivered sponsored results for something completely unrelated? (Locksmiths, I'm looking at you!)
It's exactly this kind of issue that causes businesses to lose faith in PPC advertising. When a user is served ads that don't meet their needs both the user and the business become disillusioned as to the value of search marketing.
Fortunately for all parties involved, Google has a vested interest in serving relevant ads to users. Google provides a strong financial incentive for businesses to ensure their ads are properly crafted and relevant to the needs of searchers.
Here are some simple tactics for ensuring a better CTR (Click Through Rate) while saving money on your online marketing.