Google’s quest for perfection in search results has led the tech giant back to the drawing board to once again tinker with its AdWords algorithm. The goal remains the same: to deliver users to the most relevant content available that fits their chosen search words while also attracting advertisers by delivering superior return on investment for online advertising.
Google Adwords auctions control the “promoted search results” seen at the top and to the right of the organic search results; however, Google and businesses lose customers when those results are of poor quality, because people have no use for spam and will use other search engines. To avoid this, Google offers lower prices to advertisers who have higher rankings as determined by its algorithms.
In short, this keyword auction wherein advertisers bid on keywords relevant to their businesses is the way Google makes ad revenue without disappointing search clients. This process is somewhat contentious considering that the real high-quality material should rank well in organic search results, and many argue the bidding process benefits search engines more than businesses.
The new algorithmic adjustment hopes to improve upon this and quality in general by incentivizing advertisers to create more high-quality landing pages by giving a boost in the auction rankings (and therefore a lower ad cost) to those pages that demonstrate strong relevance between the keywords in the bid and their relevance to the content of the page.
If the Internet is a vast stream of information, an ideal search is the equivalent of thrusting a hand into that stream and pulling up the most delicious fish possible. Google wants to provide this experience while still raking in ad revenue. For Google, this means proving to advertisers that promoted search results are better than Facebook “likes” and Twitter “tweets.”
It also means demonstrating a certain amount of fairness in the auction, and at least some predictability for an advertiser when it comes to how much advertising bang is being bought for the bidding buck, so to speak. Veteran AdWords bidders know there is a lot more than meets the eye when it comes to bidding on keywords, and while a positive landing page ranking could help advertisers and customers, it still adds up to more tweaking that will require adaptation.
As for content creators and landing-page designers, those in the industry working to provide potential customers with high-quality, relevant information should have nothing to worry about.
About the author: This article was written by James Madeiros, Staff Writer for Sparkplug Digital, a Seattle SEO company that provides SEO services for startups and tech companies.