Key drivers of SEM and SEO: How <intent> Media follows best-practices
<intent> understands that brand protection is a top priority for many of our partners. Naturally, CMOs aren’t willing to grow their incremental revenue with ad placements if there’s a risk of negatively impacting their SEM, SEO, or branding. Because of this, we ensure that our placements don’t adversely affect SEM or SEO.
In this post, we’ll go through the key drivers of SEM and SEO to show how <intent> Media placements adhere to best practices and do not have a negative impact on either.
Let’s take a look at SEM first
The main driver that affects SEM is a Google Quality Score. A Quality Score rates the estimated caliber, or quality, of your Google ad. According to Google, there are three things that influence the score.
- Expected clickthrough rate (CTR)
- Ad relevance
- Landing page experience
Clickthrough rate and ad relevance are both functions of your AdWords setup. Your expected CTR is a function of observed off-site user interaction (on google.com).
<intent> Media is immune to influencing the CTR because interaction with an <intent> ad is on-site, (not on google.com).
Ad relevance measures how well your ad matches the user’s search terms (e.g. using highly targeted ad copy or dynamic text substitution). This only applies to Google ad content prior to user clicks.
<intent> Media does not influence ad relevancy because our placements are not on google.com.
Landing page experience:
Google defines two key items for a successful landing page experience, a.) usefulness and b.) user-friendliness. Google quantifies usefulness and user-friendliness in two main ways, (1) measuring user behavior at scale and (2) using bots to crawl your site.
When measuring user behavior, conversion rate and bounce rate are the two key inputs that Google measures to determine the quality of the landing page experience. They’re measured via Google analytics tags, Google toolbars, and other data collection methods.
Through machine learning, <intent> Media is displayed to very low converting users. Our Predictive Intelligence Platform ensures that we only show ads to those users who have a very low probability of converting on your site. This means your conversion rate will not be impacted. In fact, you’re providing a useful experience by showing other options since the user isn’t ready to convert.
<intent> Media ads don’t harm bounce rates either. Our machine learning Predictive Intelligence Platform ensures we only show ads to likely bouncers (users that were going to leave your site anyway).
Lastly, <intent> Media ads aren’t considered a bounce by Google. Google tracks bounces by users who go to Google, click a search link, and then bounce back to Google. Since our ads don’t directly bring the user back to Google the bounce rate of your site improves.
Now let’s jump to SEO
In its most basic terms, Google search works by crawling and indexing your pages to determine their relevancy to different search queries. When a user enters a search, Google checks for matching pages and returns results they believe are the most relevant to the user.
There are many ways to improve your search engine optimization. You can learn about SEO best practices that have been set by Google here.
<intent> Media doesn’t affect SEO because our ads don’t impact the metrics that Google monitors to determine the search rank. <intent> follows best practices set by Google and follows the industry-standard protocols to ensure we do not negatively impact SEO.