• The historical clickthrough rate (CTR) of the keyword and the matched ad on Google; note that CTR on the Google Network only ever impacts Quality Score on the Google Network—not on Google
• Your account history, which is measured by the CTR of all the ads and keywords in your account
• The historical CTR of the display URLs in the ad group
• The quality of your landing page
• The relevance of the keyword to the ads in its ad group
• The relevance of the keyword and the matched ad to the search query
• Your account’s performance in the geographical region where the ad will be shown
• Other relevance factors

What Impacts Quality Score?

1. Cost-Per-Click
2. First Page Bid Estimates
3. Eligibility to Show
4. Ad Position

The best way to maintain a high-quality, cost-effective Adwords campaign is to frequently optimize your account to help ensure your ads have a high Quality Score. We suggest you keep close tabs on the statistics in your account (such as your Quality Score, CTR, and first page bid) so you can make changes as needed.

Within the following weeks we will try to list some of the common mistakes that take place during the planning and the implementation of an SEO campaign. By using this list in all the stages of development, you will be able to achievebetter rankings and to eliminate the reasons of failure.

In this article we will focus on the common mistakes that occur during the on-page optimization. Please note that issues related to links will be covered in a next blog post.

1) Optimize your pages for the wrong keywords

It’s a common mistake to target for keywords that are very generic or that they do not describe the main idea of the page. You can avoid falling into this trap by creating a list of keywords for every page and by selecting the ones that describe better the main idea. A good practice is to start by creating the list of keywords and then write the text.

Additionally have in mind that even if you want to rank first for a very competitive keyword such as “hotel”, you probably can’t due to the huge competition. So make sure you also include targeted keywords that usually bring moretargeted traffic to your site.

2) Over optimize each page for tons of keywords

In most of the cases, the best practice is to have one page to describe a particular topic. Thus your keywords should be closely related to each other.

Trying to optimize the same page for unrelated keywords is usually a bad practice. Keep the number of the important keywords low and have your page targeted for a particular idea.

Additionally do not over optimize your text and avoid at all cost the keyword stuffing. Have in mind that repeating 100 times the same term won’t help you much. At WebSEOAnalytics we introduced a special metric calledKeywordRank. This metric is calculated by taking into account the optimization and the usage of a particular keyword within a page. Keep the KeywordRank high (within the green area) for the important keywords of your page and low for the non important. Finally make sure you check you landing pages by using the Keyword Analyzer Tool. Confirm that you optimize the correct terms and make sure you don’t do get many spam signals.

3) Don’t optimize your SEO copy (titles, Metatags, h1-6, alts, etc)

Make sure that you include your important keywords in the title, the Meta description, the H1-6 tags and the alts of images. Use the Keyword Analyzer Tool to ensure that the relevance of Title, Meta description and HTML headings is high. Don’t use the same titles and meta description in every page of your site. It is advised to use H1once per page (even though Matt Cutts stated in a video that you are able to use it twice in some cases). Have in mind that the longer your titles are the less weight each term receives. To read more about how to optimize your SEO copy, make sure you check Tina’s article about The 5 basic rules of SEO copywriting.

4) Misuse the Metatags and the HTML tags

Basic knowledge of HTML is essential. Make sure you know what you are doing when you modify the Metatags of your Page. Keep in mind that incorrect usage of the meta-robots values (noindex and nofollow) could lead to adisaster. Ensure that you allow your landing pages to be indexed and their links are followed to make sure that you don’t evaporate their PageRank juice.

Be extra careful when you use HTML attributes like rel=”nofollow”. Finally make sure that your HTML code is proper and that you don’t have broken HTML tags. Even though validating the HTML code of your page will have no effects on SEO, it is a good practice and it can ensure that your pages are able to be parsed by search engines.

5) Have tons of duplicate content

First of all let’s make it clear: Duplicate content won’t lead to bans from Google. On the other hand pages that are considered duplicates do not appear in search results (even though they are in Google index). Another problem with duplicate pages is that they consume valuable PageRank juice that could be used from the important pages of your site.

Lot’s of videos and blog articles have been published by Matt Cutts and by Google about this issue. Try to avoid duplicates by reorganizing your link structure, by using 301 redirections and by specifying your Canonical URLs.

One issue that is not always taken in to account is that some parts of the page are supposed to be the same (menus, headers and footers). It’s a natural thing to have similar structure across your website. On the other hand having the same long text (such as recent news and announcements) included in all the pages of the site could lead to anincreased similarity percentage and this should be avoided. Try to eliminate those cases by using the Duplicate Content Tool. This tool will give you the exact similarity percentage of 2 pages. Even if it’s not easy to define a good percentage, usually 30-35% is acceptable. Play it safe and try to keep it as low as possible.

6) Have multiple pages optimized for the exact keywords

In a previous article we have examined what happens when a website has multiple pages optimized for exactly the same terms. Such practices could lead to internal competition among the pages and affect the rankings. Make sure you have targeted pages that are optimized for a small number of keywords and try to avoid situations that are described in the above article.

• add comment “keyword”
• allinanchor:keyword
• allintext:keyword
• allintitle:keyword
• allinurl:keyword
• directory keyword
• favorite links keyword
• favorite sites keyword
• intext:keyword
• intitle:blog keyword
• intitle:directory “keyword”
• intitle:forum keyword
• intitle:group keyword
• intitle:keyword
• intitle:post keyword
• intitle:tag keyword
• inurl:add-link
• inurl:submit-link
• inurl:blog)s)
• inurl:blog keyword
• inurl:directory “keyword”
• inurl:forum(s)
• inurl:forum keyword
• inurl:tag(s)
• keyword “add a url”
• keyword “add site”
• keyword “add url”
• keyword “add website”
• keyword “add your site”
• keyword “advertiser testimonials”
• keyword “favorite links”
• keyword “favorite sites”
• keyword “leave a comment” / “leave comment”
• keyword “no comments”
• keyword “notify me of follow-up comments”
• keyword “powered by wordpress”
• keyword “recommended links”
• keyword “recommended resources “
• keyword “recommended sites”
• keyword “related sites”
• keyword “related URLs”
• keyword “submit a url”
• keyword “submit site”
• keyword “submit url”
• keyword “submit website”
• keyword “submit your site”
• keyword “suggest a url”
• keyword “suggest site”
• keyword “suggest url”
• keyword “suggest website”
• keyword “suggest your site”
• keyword “wiki” (site:.edu)
• keyword blog
• keyword bookmarks
• keyword directory
• keyword discussion boards
• keyword donate
• keyword donations
• keyword donors
• keyword forum
• keyword group
• keyword join
• keyword members
• keyword resources
• keyword sites
• keyword sponsor charity
• keyword sponsors
• keyword sponsorship
• keyword tag
• keyword websites
• list keyword
• list keyword sites
• list of keyword sites
• post comment keyword
• post comment keyword
• recommended links keyword
• site:edu
• site:gov
• site:org

Total Link Juice Value = (Total Website Value x Total Number of pages on Domain) / Total Number of External Links

Total Website Value

This is the primary factor if a website is high quality or not. If one website has a lot of links, is aged, linked from the DMOZ and other respectable places, then its most probably authority and therefore values the highest. The total value of the linking website can be calculated by:

• 40% Global Link Popularity of Site – the more links the better
• 10% Age of Site – the older the better
• 10% Google SERP for particular keywords – the best links are from competing websites, the better they rank for our keywords the higher value our link will have
• 20% Link Popularity of Site in Topical Community – This is the hardest thing to find out, so its intentionally left blank for now until I figure out a good way to crawl large number of websites in a particular niche.
• 10% Amount of Indexable Text Content – nowadays really important as the larger quantity of visible HTML text on a page the higher value it holds.
• 5% Website Traffic Stats — currently based on Alexa/Compete Stats – the more traffic the better value.
• 5% DMOZ Listings — The more listings the better. DMOZ lists only good quality websites (even thou so slowly)

Total Linking Page Value

That is the second most important part for good Link Juice value. This estimates based on this particular linking page’s value from the overall Website /Domain value.

• 30% Link Popularity within the Site’s Internal Link Structure – good quality page should have high number of links to it on the website.
• 20% Age of Document – newly created pages pass less link value.
• 40% Quality of the Document Content – the more words and combination the better. Should have good amount of text per external link. The more text the better – assuming that blog review post is the highest quality link.

Total Link Value

Now this is the final portion on what you get from a link. Note that this is even smaller portion of the previous two based on the number of links on that particular page from the overall linking page value.

• 60% Topical Relationship of Linking Page – Topical relationship is most of the time indication of authority.
• 5% Link Popularity of Site in Topical Community – Currently NOT available as it is extremely complicated to calculate
• 5% Age of Link – It seems that 3-4 months is a minimum target for Google, and the longer after that the better.
• 20% Text Surrounding the Link – very important in order to be assumed as good quality link.
• 10% Google PageRank – Yes I know its outdated but it is still important measurement.

• Keyword Research & Analysis
• Back Link Strategy and Implementation
• Page Rank Strategy and Implementation
• Traffic Analysis