What is Quality Score?
Quality Scores have huge impact over the expense and effectiveness of your paid search projects advertisements on Google – Adwords.
Google is a commercial company that makes billions of dollars from advertisements such as AdWords. AdWords appear at the top and to the right of Google search results pages. Every time a searcher clicks on one of the AdWords, Google earns money.
Google loves high quality information placed on the Internet because it encourages people to spend time on the Internet. About 1% of clicks on a Google results page is on an AdWords whereas about 40% will be on the first organic search. Google tells us “The 1-10 Quality Score reported for each keyword in your account is an estimate of the quality of your ads and landing pages triggered by that keyword. Having a high Quality Score means that our systems think that your ad and landing page are relevant and useful to someone looking at your ad.” “In a nutshell, higher quality ads typically lead to lower costs and better ad positions. The AdWords system works best for everybody – advertisers, customers, publishers and Google – when the ads that we show are relevant, closely matching what customers are looking for.”
Quality Score and SEO
Quality score relates to relevance of a landing page for a keyword. If this part of a Google algorithm relates to AdWords, it is more than likely that it would be included in the algorithm for organic search.
You can locate the quality score by placing your cursor over the box under status for an AdWord
In 2011, Google announced the Panda Update named after Navneet Panda who specialises in site quality. The patent provides a method to measure website quality which may influence how a website’s pages may rank on Google for targeted keywords. “The site quality score for a site can be used as a signal to rank resources, or to rank search results that identify resources, that are found in one site relative to resources found in another site.”
The quality score of an ad for AdWords might seem to be a useful metric for SEO because it includes the quality of a landing page for a keyword in comparison to the competition. However, the comparison is to landing pages for competition that are running AdWord campaigns. With few exceptions, the majority of competitors for a keyword would not be running AdWord campaigns.
The quality score of websites and webpages undoubtedly influence ranking for keywords but linking factors also play a major role. Wikipedia and directory websites that have high domain authority tend to have high ranking for the keywords they target because they have high domain authorities but they do not participate in AdWords campaigns. Furthermore, keywords targeting small locations such as a plumber in a small town or borough have such small search volumes that Google delcines them for AdWords purposes. The value of AdWords quality score as a metric for SEO would seem to be very limited.
The point needs to be made that Google is influenced by user signals in determining ranking. In addition to links, user signals including click through rates, bounce rate and time on site are key indicators of user satisfaction. If a website achieves high ranking and then falls, it may be that the initial success was due to a combination of on-page and linking factors, but the drop is due to poor click through rate, high bounce rate and short-time spent on the website.