• Olga Bodnar

How To Optimize Your Website To Improve Your Google Ads Performance

Google Ads (AdWords) is an advertising solution, which allows businesses to bid on the chance to show their ads to potential customers right when they are looking for the services those businesses have to offer.

With text-based search ads, image display ads, YouTube video ads, or in-app mobile ads, businesses have plenty of ways to reach their target audience.

Google Ads can help you get quality leads in a cost-effective way and increase brand awareness of your business. To achieve this, you need to improve the Quality Score which is an estimate of the quality of your ads, keywords, and landing pages.

While improving your Quality Score, you’ll lower your cost per click and earn better ad position thus getting higher ROI.

Here we’ll focus on your landing page optimization. First, we should think about the landing page quality and relevance. In short, the landing page you’re sending your paid traffic to, needs to have the same message and call-to-action as your ad, i.e. be relevant. If you accomplish this, your landing page experience status will be higher.

Choose the right landing page

Send your potential customers to a page that has the information, promotion, or service promised in your ad. If customers don't easily find what prompted them to click on your ad, they're more likely to leave your site.

If your business has an outdated website, it’d be wise to start with its overhaul and Search Engine Optimization before promoting it. There is no sense in sending traffic to the old website that won’t convert. Your business will get its return on advertising spend (ROAS) only after your website is ready to impress your visitors and offer them relevant and useful information they are looking for.

Google states that improvements to your SEO can help your ranking on Google Search by making your page more relevant to users. Search listings are free, and no one can pay for a better ranking, because Google is committed to keeping search content useful and trustworthy.

From Potential to Paid Customer

If a potential customer sees your company’s name on the top in the ad and then in the organic search results on the first page, there is a bigger possibility that person will become your paid customer.

Website experience is the key aspect of conversion optimization. Even when your ad campaigns are well-optimized, a poorly optimized website can ruin the entire digital marketing strategy.

When you re-design and improve your website, thinking like your customer will help you come up with and implement meaningful changes.

There are a number of things to look for when improving your website’s SEO:


Switch to HTTPS to help with conversions, build trust, and give your visitors confidence that your website is authentic and trustworthy.

The addition of basic SSL-level security will also aid in your SEO efforts.

Google has announced a deadline of July 2018 as the date for when Chrome will begin explicitly warning users if a site is insecure.


Page speed is a ranking factor both for desktop and mobile searches.

Although speed has been used in ranking for some time, that signal was focused on desktop searches. Google announced that starting in July 2018, page speed will be a ranking factor for mobile searches.

TOOL: Use these tools to test your website’s speed both on desktop and mobile:

Google's PageSpeed Insights

Test Your Mobile Website Speed and Performance


Mobile compatibility has been important for SEO for several years, it’s more critical now than ever.

Google announced the rollout of the mobile-first indexing process​. ​

Mobile-first indexing means Googlebot will use the mobile version of your website for indexing ​and ranking to better help ​the (primarily mobile) users find what they're looking for.

TOOL: Mobile-Friendly Test


Keywords are the basis of any SEO campaign. You should optimize each page for relevant keywords.

In order to find what users are searching for, you need a keyword research tool.

With Google Keyword Planner, you can get keyword ideas, see search volume and other historical metrics for your keywords, as well as forecasts for how they might perform in the future.

What keyword to use?

  • Keywords with high search volume

  • Keywords that have medium to low competition

  • Relevant keywords to create high quality content for your potential customers.

TOOL: Keyword Planner


Focus on your URL, title tags, meta descriptions, headings, and image alt tags. They are like the free PPC of Google, so you should write to sell.

Make sure the page you’re advertising is optimized for the relevant keywords. Those keywords you’re using in Google Ads should be present in the title tag, meta description, H1 and alt images.

a) Title tags

Keep your titles under 70 characters long and start your title tags with the keywords you want to rank for.

b) Meta description

Keep your meta descriptions under 100 characters per line. Include key phrases naturally in your meta descriptions so that they show up in bold in the snippet.

c) H1

Improve your headlines. The headline is the first impression your potential customer gets of your content.

d) Alt tags

Add alt tags to all of your images. It helps search engines understand what the image is about.

The SEO solution to adding photos without missing out on ranking opportunities is to make sure you are optimizing photos on your website. Choose a descriptive file name that includes keywords you’re trying to rank for.

TOOL: To analyze your website’s meta tags use The Screaming Frog SEO Spider


Your content should provide value for your potential customers.

Publish new content frequently that flows naturally, helps visitors, features interactive images and videos, and earns a high number of clicks. All of these things will contribute to boosting SEO and secure a more prominent position in the search results.

Content length generally has a positive correlation with search rankings, so add longer content that is relevant. Content that’s over 2000 words gets more top ten positions in Google search engine rankings. Make sure your content is both comprehensive and relevant to your audience.

Quality content is the number one driver of your search engine rankings and there is no substitute for great content. Quality content created specifically for your target audience will increase your website traffic, which will improve your website’s authority and relevance.

Key recommendations:

• Keep in mind that the best pages are written for your target audience, not for the search engine.

• Make sure to include social sharing buttons to make your content shareable.

• Promote your content for backlinks.

To rank well, you need to write useful content that your users want to read.


An internal link is a link from one page to another page on your website. Internal links are used to establish the information architecture of your website. They help your visitors with navigating and encourage them stay longer on your website.

One of the key aspects of internal link building is that they increase user engagement. When your website visitor sees an informative link that leads to relevant content, they will most likely click on it and spend more time on your website. And your bounce rate will decrease as well.

So internal links will help you improve SEO, help your visitors find useful information, and visit more pages on your website.

TOOL: Google Search Console


Links from popular high-ranking websites to your website will improve your SEO authority.

You’ll want to get many links from different websites to link back to your website.

Today, the importance of building high-quality links has never been higher.

Links are a very important signal that the search engines use to determine rankings. So, increasing the number of high-quality links pointing at your website can significantly increase your chances of ranking well.

Link building can often involve outreach to other relevant websites and blogs in your industry. This outreach frequently relates to the promotion of something that you’ve just created, such as a piece of content or an infographic. A common goal of outreach is to get a link, but there is much more to it than just this. Outreach can help you build long-term relationships with key influencers in your industry, and these relationships can mean that your business becomes highly regarded and trusted.

A good link from a highly-visited website can lead to an increase in traffic, too. If it is a relevant website, chances are that the traffic is also relevant and may lead to an increase in traffic to your website, as well.

TOOL: MOZ Link Explorer


Information architecture connects your website visitors to the content they’re looking for. It should be clear and logical and there should be consistency in navigation throughout the website.

The content and flow of your website need to be clearly organized. It should always be clear where your visitor is on your website. Your visitor should get what they are looking for, preferably, in 1 or 2 clicks. If not, they should be able to search using a search box at the top right of your website.

It’s also important to include a sitemap in the footer. It needs to have a clear division by the categories.

Good IA lays the necessary groundwork for a better user experience.


As the name suggests, you need to focus on your user, i.e. who they are and what they need and value.

Your website needs to be easy to use and evoke positive emotions.

It should be

- clear what services or products you offer

- easy to navigate it quickly, and it’s

- easy to find your contact info.

So, focus on improving the usability, ease of use, and quality of user interaction.

By creating an overall better user experience for your visitors through a well designed website, you’ll achieve a greater user engagement as well as generate more leads.


Gather information on how your website is currently performing. You’ll need this historical data to compare the website performance before and after the redesign.

Analytics is a great place to look for clues on what is working and what isn’t.

First of all, focus on the pages with the highest bounce rates. Bounce rate shows you the percentage of your visitors who left your website instantly without visiting any other pages.

If you need to advertise a page with a high bounce rate, take a step back and find a reason why your visitors leave it right away without exploring your website. Only after fixing this problem, you can invest in Google Ads to promote that page and get your leads.

TOOL: Google Analytics

To sum up, both SEO and Google Ads can help you connect with people who start their search online when they’re looking for the services your business has to offer.


© 2018 Olga Bodnar. All rights reserved

  • Olga Bodnar Digital Marketing Law
  • Olga Bodnar Digital marketing law