Harry Potter and the Triangle of Relevancy – part 2
O.K so we had a little fun with a recent email alert whose subject line was 'Triangle of Relevancy', over on another Blog, but the truth is actually quite helpful, especially if you're running a adwords campaign (also known as pay-per-click).
If you type Triangle of Relevancy into Google, you get a whole host of different article links (who knows, maybe this will become one of them?) and whilst I can't claim to have read them all – a bit like the Harry Potter books (i'm still waiting for my birthday to get 'The Deathly Hallows')...
...You see how seemlessly I just integrated the subject of my last post with this update – actually I was dared to include Harry Potter in this article and for it still to make sense!...
...whilst I can't claim to have read them all... what does become quickly apparent is that this is another of those common sense approaches to SEO that Google just loves and if Google loves it, then it's good enough for me.
“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”
Well said – I couldn't have put it better myself.
Basically, what authors (authors not auror's) are getting at is that if you have an advert promoting chopping boards, then be specific. Include chopping boards in your PPC advert and let that advert link to the chopping board page.
If you haven't an advert running, the optimise your Chopping Board page's Title and Description tags. Don't forget to update your sitemap.htm and Google Site Map.
You'll score highly with Google for being relevant and hopefully you should score highly with your visitors as you're presenting them with the very thing they searched for in the first place.
Surely there's a catch? I hear you ask. Well just like a good game of Quidditch can turn just on the capture of a snitch, so can your relevancy scoring. Not quite as dramatic but noticed all the same is the amount of time visitors spend on your site once they follow the link.
Google (reportedly) also takes this figure into consideration and will use it to determine the best search returns on subsequent searches.
Other suggestions from those more learned than I include using sub-domains e.g www.chopping_board.domain.co.uk as another way of increasing relevancy for that old triangle model.
Certainly, I've had some success with sub folders e.g www.domain.co.uk/chopping_board as part of the link relevancy but I think you must use caution here. If you use this sub domain route, it could get confusing with duplicate content issues or is you use the sub-folder to then do a re-direct to your main site, that will also cost you house points.
In conclusion then,
“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.”
Well said!
Anyone for a butterscotch beer?
To read Triangle of Relevancy Part 1 – head over to this blog – click here.
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