The “Triangle of Relevancy” is used to describe therelationship between the text in a landing page, a sponsoredadvertisement and the keyword or phrase that’s entered into asearch engine. Google places a premium on relevancy as itendeavors to ensure visitors have a positive experience bygetting search results relevant to their search terms. I willoutline specific steps an advertiser can take to maximize theirlanding pages and sponsored advertisement’s effectiveness intheir search engine marketing endeavors. Relevancy with Landing Pages The product, if you will, of any search engine is the resultinglanding pages. The page’s relevance to the search termsdetermines whether the page will show up in a search and atwhat position. Google’s algorithm scores each page and/orsponsored ad’s relationship to the keywords or phrase and usesthis information to assist in determining the order in whichthe landing pages and AdWords ads are placed. The algorithmalso monitors the amount of time a visitor spends on a page andincludes this in the score. Search engine optimization (SEO) techniques such as placingkeywords in the page’s title and throughout the body of thepage can sometimes affect the position of a page in the searchresults. But of greater importance to Google’s algorithm iswhether or not the keywords are located on the landing page andwhether they are randomly included simply to increase thedensity of the keyword on the page. A common scenario is for Web developers to design a number oflanding pages for the same product specific to certainkeywords. Using this method you can end up with 10 or morelanding pages for each of your products. This can be expensive,time consuming and difficult to maintain as regular updates arerequired on each page. This can be much more efficiently accomplished by using aproduct entitled Search Chameleon. This product uses scriptingon a landing page and a related sponsored ad to adjust the textin the landing page in REAL TIME according to the keywordsentered in the search bar. The scripting can be used in thepage’s title or anywhere in the body. This not only savesdevelopment time but makes page updates much simpler sinceyou’re only working with one page. It also assures your page will be relevant to the searchregardless of the search term entered. This can be a compellingfactor in a visitor’s decision to spend more time on a landingpage. An advertiser is then able to maximize on the relevancyof their landing pages by automating previously manualprocesses. Relevancy with AdWords and Sponsored Advertisement The "Triangle of Relevancy” would not be complete without thesearch terms being included in the title and/or body of yoursponsored ad. Google and most search engines will highlight thesearch terms in the sponsored ad anywhere it shows up. Thisallows your ad to stand out and draws attention to the visitorthat your ad is relevant to their search. So, in stead of loading your Adwords campaigns with numerousnon-relevant keywords, your best bet is to use a single keywordor phrase that’s relevant to your ad allowing it show up in boththe title and the body of the ad. This means you should writeseveral ads specific to a keyword or phrase for your Adwordscampaigns. This not only makes your ad more relevant but itpre-qualifies your prospect as the ad contains the specific keyterms they’re searching for. Another way to really boost your sponsored ad’s visibility isto have the keyword or phrase in the destination URL at thebottom of the ad. If you’re using an affiliate link, you maynot get as good a click through rate as with a non-affiliatedomain, because people will respond more favorably to your adif they think you’re the product owner. The best way to show you’re a professional is to use your owndomain name as a redirect to your affiliate site. You can usethe keyword or phrase in a successful ad as the domain name andyour keyword will be highlighted in the title, the body of thead AND in the destination URL! The second best way to show you’re a professional is to use akeyword as a sub-domain for a domain you already own, i.e.,http://keyword.MyDomain.com. Notice the keyword is in frontcatching the eye of the prospect first. An alternative would beto add the keyword as a landing page name, i.e.,http://MyDomain.com/keyword.htm. Using these two methods works best when you have a generic domain name like http://123.com which will work with any product and does not conflict with the keywords. In Summary The "Triangle of Relevancy” is the most important aspect of asuccessful search engine marketing strategy. Google is verycareful to ensure their visitors have a positive experiencewith their search engine so they reward the more relevantadvertisers with a higher position in the search results andtheir AdWords ad placing. Both the landing pages and theAdWords ads should focus on specific keywords or phrases formaximum relevancy. As previously highlighted, Search Chameleon will allow you tocustomize a single landing page, which will update the pagetitle and body text with the specific keywords or phrase avisitor enters into the search engine. Search Chameleon is aproprietary application included in a suite of B2B productivitysoftware called PromoBlackBox. Also included are Google AdWords training CDs developed by a top Internet marketing company. There are a number of additional proprietary applications and software included that will assist advertisers in maximizing on the triangle of relevancy. The search engine marketing landscape is continually evolvingas new technology is introduced. Search engines are continuallyupdating their processes as developers learn how to counteractthem. One thing that probably won’t change is the triangle ofrelevancy with the search term, the sponsored ad and thelanding page. People will always want specific answers tospecific questions.

About The Author: Sydney Nelson is a Microsoft MCP and has aBIT Degree. Please go to http://PromoBlackBoxZone.com for audio and video details. More articles on search engine marketing can be found at http://blog.PromoBlackBoxZone.com.

For more free-reprint articles by Sydney Nelson please visit: http://www.isnare.com/?s=author&a=Sydney+Nelson

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