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Landing Page Load Time Affects Google Quality Score
By Keith Lock
Another factor has been added to determine the Quality Score for your keywords as a Google AdWords advertiser. In an effort to bring the most relevant information to their search users Google has implemented a Quality Score. Simply, the better your Quality Score the less you will need to pay per click for your advertisements. This new factor involves page load time and it makes sense. If someone is browsing around Google and looking for something in particular and clicks on an advertisement, surely they want the information as quickly as possible. If your page loads too slowly they would likely leave anyways, so now you are being forced to speed up the load times, and in my opinion, it's a factor that should have considered anyways. You can do several things to speed up your landing pages and web sites. One important factor is your web hosting provider. If they can't deliver your pages quickly it will affect your Quality Score. Also, if your pages are bloated with extra unnecessary code, which often happens when generated through Site Development Tools, your page will load much slower. Aside from creating the page from scratch and using CSS instead of tables, and controlling every piece of code on your page to produce a nice light-weight file that will load quickly...a common thing to do after your page is created is to try some HTTP Compression tools and techniques. Often for free and spending very little time you can shrink your entire web site so that it will load much quicker and improve your Quality Score and reduce your cost per click. It's a win-win-win. |
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This intel was contributed by Keith
Keith
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May, 2012
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