Google - Internet Bully Or Striver For Excellence?
To followers of Google’s progress recent events have not come as any surprise, as Google’s intentions were well trailed last December. Specifically, they are targeting certain types of landing pages to which searchers are taken when they click on one of Google’s AdWord advertisements.
Google AdWords are those small classified adverts you see on the right hand side of the page, when you use the Google search engine. Sometimes more “sponsored links” appear at the very top of the page. You will also come across Google AdWords, when visiting one of the thousands of Google’s webmaster partners, who host AdWords on their web sites, under AdWords’s sister program, AdSense.
Google has come from nowhere to set new standards of internet search quality in just seven years by strict adherence to its core values. Their success, founded on their twin mantras of “quality” and “relevance”, is a master class on the proposition that excellence is good business.
Once you understand these twin objectives, you begin to see the rational behind Google’s recent actions and also draw valuable lessons from which your own web sites can profit.
These are the types of landing pages being targeted:
Squeeze pages: so called because they squeeze the name and address out of the visitor, who is obliged to type these details into the landing page before they are even permitted to view the contents of the web site.
Mini sites: these consist of just a single page sales letter.
AdSense only sites: due to the booming popularity of Google’s own AdSense campaign, many web sites have been created purely to take advantage of the prospect of a “fire and forget” income these virtual shopping malls offer.
Some operators even set up so called “arbitrage web sites” profiting from the difference between the cost of the AdWord traffic and the income generated by the AdSense advertisements on the site. The profit thus generated by these hollow web sites is then multiplied by the ease with which hundreds — even thousands — of sites can be created with web site generating software.
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