It always comes back to copywriting. You can blindly post to social media, or you can take a step back and carefully wordsmith the language of your updates. The right concoction of words can multiply the effect of your social media efforts. Today’s infographic will help you get started in the right direction. Just be sure to track what you’re doing and measure the results. And even though most social media networks track your performance for you (using their native analytics systems), I find it’s always a good exercise to record your performance in a Google spreadsheet. It makes you…
A 1-100 score predicting how well a site will rank in major search engines. Domain Authority is a measure of how well a website is likely to perform in search engine results. It’s a search engine ranking score developed by Moz to give an overview of likely site performance. After Google deprecated and then stopped publishing PageRank, DA became one of the go-to replacements. Where Do I Find Domain Rank? If you’re using Moz toolbar, it’s here: If you’re inside Moz Open Site Explorer, it’s here: How Does Domain Authority Work? DA is a good quick way to tell if…
Our traffic bounces all over the place. We have social. We have email. We have paid ads. There’s more sites, platforms, and networks than we could possibly hope to run our campaigns on. How do we keep track of it all? How do we know what’s working and what’s not? We use UTM codes. What’s a UTM? UTM stands for Urchin tracking parameters. They’re little pieces of data that we add to our URLs in order to see where different traffic comes from. They were introduced way back with an analytics tool called Urchin, the tool that was bought by…
When you hear ‘website popup’ in a marketing context, my bet is—as a discerning marketer—you all but cringe. Surely these boxes that jump up in the middle of a screen are for low-level marketers. They’re scammy, make you lose your train of thought, nobody likes them,…you’d never use ‘em.
But can you really hate popups if they’re found to drive results?
As heated as the debate can get, Richard Lazazzera, an ecommerce entrepreneur and Content Strategist at Shopify has a fair point in this reply to a comment on his blog post:
Image via the Shopify blog.
And drive sales they can.
By experimenting with popup overlays, Auckland-based Canvas Factory (an ecommerce shop providing high-quality canvas prints) has found a ton of success engaging prospects at exactly the right time.
Using just one popup that appears across several of their domains, Canvas Factory discovered the targeting that worked best for them, and—most importantly—brought in 1.1 million USD in revenue(!) via their offer.
In today’s post, we’ll share Canvas Factory’s story, along with some lessons learned, so that—if you’re tempted—you too can convert more site visitors.
Canvas Factory’s approach to ecommerce popups
Similar to many ecommerce brands, Canvas Factory wanted to convert more of the visitors leaving their site empty handed. They’d realized some prospects only needed a moderate incentive to get over any purchase anxiety, so they had started offering a small discount via a coupon.
Eventually they wondered if the coupon would perform even better if delivered via a popup at the right moment.
One of Canvas Factory’s domains outfitted with their popup.
They duplicated this one design eight times for running across different domains on certain URLs. The copy was the same for each, offering $10 off someone’s first order in exchange for an email, and only appeared as someone was actively trying to leave the site, once per visitor.
The main difference was location. The brand ran four of these overlays across their product pages on their Australian and New Zealand domains, while another four appeared on the Canvas Factory blog across the same domains.
How’d the experiment go?
The Unbounce popup overlay has now been running from November 2016 to present and in comparing the period before using the popups to promote this same coupon code to now:
Canvas Factory has seen a 6% to 9% increase in use of the coupon, and
Subscription to their mailing list has grown by over 14.3%.
Now the brand’s marketers can do a better job actively nurturing prospects claiming the coupon, and re-marketing to successful first-time customers.
But in terms of the bottom line? Managing Director Tim Daley says it best:
“Unbounce played a key part in Canvas Factory’s conversion rate optimization activity for our subscriber campaign. This has contributed to over $1.1 million dollars in purchases.”
$1.1 million the brand may not have otherwise seen had they not tried the overlay? If that’s not making you reconsider whether or not your personal distaste for popups should stop you from trying one out, I’m not sure what will.
How’d the brand track success?
Tim tells us the coupon use was measured by integrating Unbounce popup overlays with their mail platform and their payment gateway CS-Cart:
“This [integration] allows us, per country level, to collect new subscribers, partition [them] to relevant country and then track their individual and group purchase application of the coupon acquired through the popup.”
Ultimately the integration lets Canvas Factory see:
How many customers are using coupons + how many discounts are being used total
Total revenue before and after coupons are applied
Average order value before and after coupons are applied
What kind of customers the brand’s attracting with coupons
All very useful factors in understanding how long a campaign like this is feasible for, and experimenting with different discounts.
Want to push your lead data collected via landing pages, sticky bars, and popup overlays through to your mail platforms and other tools? See our Integrations Powered by Zapier and all the connections available right in Unbounce.
It’s all about location: A lesson on why popups in the wrong place are a big mistake
Your gut feeling that popups can be scammy? It’s not far off. If used incorrectly at the wrong time or on the wrong URL of your site, they certainly can be. We’ve all seen these types of popups and they’re maddening.
In Canvas Factory’s case, it wasn’t as simple as create the popup, set it and forget it. In running their Unbounce popup overlay in several locations, they’ve learned placement and timing is critical.
In Tim’s case, he discovered that the blog wasn’t the proper placement for this particular offer, it was simply too soon in the buyer journey to be offering someone a discount. With posts on the brand’s blog aimed to help you take better photos of your kids and other photography tips, this level of awareness doesn’t really align with wanting to purchase right away.
Overall, Canvas Factory’s blog popup conversion rate was 0.18% versus the up to 11% conversion rate they’d seen on product pages where the purchase intent was likely higher.
As outlined above, aim to align your offers with buyer intent.
If you choose the right place for your offer (pricing pages and high commitment URLs in Canvas Factory’s case), you’ll see results because you offered a timely and relevant incentive. In the wrong place, however, you simply won’t see the results you want, and worse, you’ll irritate and annoy your visitors.
No—Canvas Factory’s unique experience isn’t to say that popups on your blog won’t work, because they definitely can. You just have to choose the right kind of offer and perfect targeting. Because your blog readers may not be product aware yet, you need to align your offer with the level of awareness readers do have about your company (i.e. they might be open to a free in-depth ebook about the exact topic they’re already reading about).
You might also try directing your blog traffic to an even higher-converting area of your site.
Here’s a super relevant clickthrough popup Seer’s Wil Reynolds uses to offer up more relevant content on his site:
By proactively serving up what prospects might want next, Seer becomes more trustworthy and keeps people engaged on their site longer (which is a great sign in Google’s eyes). You can make traffic shaping like this the goal of some of your popups in locations where a higher-commitment ask doesn’t make sense.
Try an Experiment Yourself
Overall, popups can definitely be annoying when used aggressively or poorly (there’s no arguing that) but, as we’ve seen with Canvas Factory, proper targeting and relevant offers can make all the difference to both marketers and site visitors who can be receptive to proper incentives at the right time.
If you’ve got a great campaign or offer running, a well-timed and targeted popup could ensure all the right people see it and that you don’t leave opportunities on the table.
An ex-Googler gives an inside look at how AdWords Quality Score works. Image via Shutterstock.
As an Unbounce blog reader, you already know conversion rate optimization is a great way to drive more results from the money you’re already spending to acquire traffic to your site. So today I’d like to focus on another way to make more money from your marketing efforts; namely, ad optimization.
After a decade of building AdWords at Google, I cofounded Optmyzr because I found it was too time consuming to run best practice optimizations. And — considering that last year over $35 billion was spent advertising on Google (more than twice what was spent on Facebook) — there is tremendous value in making AdWords perform even a little bit better.
While there are many ways to improve your ad performance, one of the most pertinent is to improve your Quality Score (QS), particularly the subcomponent, landing page quality (LPQ).
But before I get into how to improve your Quality Score via landing pages, here’s some behind-the-scenes context based on my time at Google.
What is Google Quality Score?
One of the teams I worked on for seven years while at Google was the Quality Score team so I’ve written extensively on the topic. For a primer, here are some of my favorites:
Ultimately, Quality Score is Google’s way of using collective wisdom of many searchers to measure the relevance of a keyword. In short, it’s a measure of how good of a job you’re doing providing people with search queries with strong answers.
This is important because if you are the best answer to someone’s query with your ad and resulting landing page, Google gives you your clicks for less money because you’re helping provide a better user experience, which makes Google more money.
Quality Score impacts ad rank and costs
It’s fairly well known that Quality Score is one of the factors that determines Ad Rank. The other factors are the bid and the impact of ad extensions.
When you improve any of these three components, your Ad Rank increases, which leads to one of two possible outcomes:
You win a better ad position (but pay the same or more for improved placement on the page), or
The position of your ad remains the same, but you get a discount and pay less for any clicks you get.
In short: You can get a discount on AdWords by making your ads (and corresponding landing pages) more relevant!
This is because the CPC you pay is only part of what determines how Google makes more money.
Ad Rank now vs. then
To deepen your understanding of AdWords, I find it useful to take a quick trip down memory lane about the ad auction. Ad Rank used to be calculated like this:
Ad Rank (circa 2002) = Max CPC * CTR
Notice that Ad Rank is actually Cost Per Mille (CPM or cost per thousand impressions) in this equation! Over time, Google started to use a predicted rather than historical CTR, so we changed how we explained the formula and introduced the concept of Quality Score so we could stop talking about pCTR (predicted CTR).
Ad Rank = Max CPC * pCTR → Ad Rank = Max CPC * QS
Then we refined the algorithm to deal with some weird edge cases and rather than just multiplying the factors, the formula became more advanced. We communicated it as follows:
Ad Rank (today) = function (Bid, QS, Extensions)
With this historical context, we see that the ad auction is basically a CPM auction where the way the CPM is calculated has evolved over time.
So even though advertisers place CPC bids, Google is awarding the best ad positions to advertisers who deliver the best CPM for Google (aka: those who provide more relevant ads that get the most clicks).
How Quality Score can reduce CPCs
As an example to show how this discounting of CPCs really works, let’s say there are two advertisers, Julie and Robert and they both bid a max CPC of $1. However they have different Quality Scores, a 5 and a 10.
$1 (or the auction minimum)
As you can see, Robert (who’s winning the auction) actually pays a lower CPC than Julie, because his Quality Score is better.
Effective CPC = Ad Rank of the ad to beat / this ad’s QS + the smallest monetary increment
Effective CPC for Robert = 5 / 10 + $0.01 = $0.51
This classic example oversimplifies the calculation of the CPC, however. For the example to be correct, we’d have to say that Robert’s CTR is twice that of Julie, and not just that his Quality Score number is twice that of Julie’s.
That’s because the visible QS number (between 1 and 10) is based on a non-linear assignment of a visible number to an underlying prediction of relevance.
To calculate the rank and CPC, Google uses a real-time prediction of CTR based on as many as hundreds of factors.
Real time Quality Score vs visible Quality Score
The Quality Score number between 1 and 10 that you see next to each keyword is simply an indicator and can be used to help prioritize what to optimize. After optimizations, it can be used to determine if improving relevance was achieved.
However, this number is NOT what is used in the Ad Rank formula.
Some indicators have more precision than others and there are also indicators that are linear and some that are not (the visible QS indicator is not necessarily linear).
The speedometer in a car and the signal strength bars on your cell phone are both linear, but the former is more precise than the latter. As you drive faster, your speedometer goes up precisely to tell you that you’ve increased speed. The bars on your cell phone, however, may take a while to go from one bar to two bars even though the signal strength has been gradually increasing for a while. Visible Quality Score is more like the phone’s signal strength indicator, except that there are 10 levels.
Articles claiming you can reduce your cost by 50% by doubling your QS number are oversimplifying, but they still make a valid point: that better Quality Score will lead to lower costs (assuming no jump in position).
The only way to reduce your CPC by half is by doubling your predicted CTR.
What factors go into Quality Score?
As an AdWords marketer, you want to get yourself a better Quality Score and a lower cost per click. There are several factors that go into Quality Score so let’s take a look at what those are:
Landing page experience
Ad relevance is an indicator of how well your ad text matches your keywords.
It’s usually a good idea to include the core concept of the keyword in your ad text, and to also include some compelling unique value propositions that will make your ad stand out from competitors. Over the years I’ve personally noticed that even minor changes in word choice can have drastic impacts on how well the user understands the ad.
For example, when eBay changed their ads to say, “buy it on eBay” instead of, “find it on eBay.” Because the word “buy” implies ecommerce, this got a far better CTR than the word ‘find’ which didn’t directly suggest one could buy the desired item.
Expected CTR is an indicator of how likely your ad is to be clicked.
At the most basic level, this requires choosing good, relevant keywords, and grouping them in logical ad groups so that you can write compelling ads that get users to click.
Landing page relevance
Landing page relevance indicates how well your landing page meets the needs of users, and there are many ways you can go about improving this.
As an example, Joe Khoei from PPC agency SalesX (where I serve on the board) says that using Dynamic Text Replacement on Unbounce landing pages for the Children’s Learning Adventure helped his client increase conversion rates (calls and form fills) from 1.4% to 3.3% over 8 months.
Generally, using personalization features like DTR will correlate to better Landing Page Quality (LPQ) because users are getting what they want and that is what Google wants too: happy users who continue to engage with ads.
In this example of a landing page for a music school, the instrument type is swapped out depending on which ad is clicked.
Want to improve your relevance (and thereby Quality Score) with especially relevant landing pages to go with your ads? Try Dynamic Text Replacement on Unbounce landing pages. See a preview of how DTR works here.
There’s an interesting tug of war between motives of landing page optimization; an optimization for conversion rate could hurt Quality Score, and Quality Score optimization could decrease conversion rates.
The trick is to find that right balance, and ideally aim to optimize where both QS and CR improve. Fortunately, they’re not mutually exclusive outcomes.
How to better track your Quality Score improvements
Once you make optimizations to your ads or landing pages with the goal of improving Quality Score, you’ll need to track if the changes are working. In this stage it’s critical you don’t lose sight of the bigger picture, which is to grow your business.
No executive ever said their goal for the company was to improve their QS next quarter. So remember, it’s a useful gauge to see if you could lower costs, but it’s not a business KPI.
Up until fairly recently, the easiest way to track changes in QS required using an AdWords Script, or signing up for a tool like Optmyzr, but now the data is also available directly in AdWords.
To get at the daily variations in AdWords, you have to do a few things:
Use the old interface. The new one doesn’t include subcomponents yet.
Look at the data with the segmentation for “day” turned on. Simply looking at the QS between two compared date ranges doesn’t get you the daily data because both fields will show the ending value.
To see how your QS has evolved based on changes to your landing pages, turn on the landing page component in the AdWords interface and then download the data with a daily segment.
You’ll end up with columns like this:
After exporting this data, you can use a simple spreadsheet formula that compares the current value to the historical one, e.g. =IF(A2=B2,1,0), so that the field will contain a 1 if the value has remained the same.
From there, filter these out and you’ll see only instances where the LPQ has changed. This will help you see where optimizations to your landing pages are positively affecting LPQ as a subfactor in Quality Score.
The purpose and importance of landing page quality
Landing page was the last component to be added to Quality Score and I was still on the team when we made this change. We had come to realize that it was too easy for advertisers to game the system by writing must-click ads, but then lead the user to a not so spectacular landing page, and in some cases even to a scammy site.
We had to start looking at what happened after the click, so we used both manual processes with the policy team and automated ones through the QS indicator to find sites that weren’t delivering a great experience.
What matters for landing page quality?
Here are some of the things Google cares about for landing pages:
The page needs to deliver what the ad promises
The user’s privacy and personal information must be protected
The page should be transparent about its purpose
The landing page should let users freely navigate the web
The page should load quickly
Deliver what the ad promises
The first part should be the easiest to abide by. After all, if you want to drive conversions, you should be doing CRO and you should take users to landing pages that are relevant to what you offer in your ads.
Protect the user’s privacy
Privacy gets a little trickier.
What Google wants here is that you don’t share user’s information with third parties without their permission. So if you’re collecting leads and reselling these, you could be running into LPQ issues.
Be transparent about the page’s purpose
This also rolls into transparency.
If you’re a middleman, you need to be upfront about that. Affiliates who create thin landing pages and doorway pages are likely to run into LPQ issues because they usually add very little value and yet force the user to go through an extra step to get to where they wanted to go in the first place.
Allow users to freely navigate
Providing options is another tricky one for advertisers who deploy landing pages for their ads rather than taking the user to the most relevant page on their site. At issue here is that the user can do only do two things on most of these pages: instantly convert, or go away. Even a user who is interested in what you offer may not reach the comfort level needed to submit their info right away and if they can’t find more info by browsing the main site, their only real option is to go away and that is seen as a bad thing by Google.
While it can be a best practice to have a classic landing page perform only one goal and not include navigation or distractions, what I’m advocating for here is that you consider the allocation of your paid spend to a combo of the right, most relevant pages (whichever they may be).
That is – consider for each keyword or ad group which page on your site (or which landing page) may be best to serve up for a given situation. You may be pointing paid traffic to a landing page that is too high commitment for someone at the top of the funnel and this could hurt your Quality Score if someone’s only option is to convert or bounce. It’s a matter of their perceived readiness.
To ensure you’re not penalized this way, get strategic and point your paid traffic to highly relevant pages, either on your site, or build more valuable, relevant landing pages for each stage of the buying process to access via your ads. By having especially relevant landing pages that present the right offer at the right time, you should be able to avoid the issue of options as visitors will be served up the right option for them on their journey.
Again, if you have a great offer, and a decent site, the idea is that users should be able to get all their questions answered before being asked to turn over their details.
Landing page speed
And finally, the speed of your landing page is very important as a factor Google considers.
Just know Google is not actually that stringent and so long as your landing page is not an outlier in terms of slowness, you’ll be fine.
But you should still care tremendously about load times because as a 2017 study by Akamai found, a 100-millisecond delay in website load time can hurt conversion rates by 7 percent and a two-second delay in web page load time increase bounce rates by 103 percent.
Google’s Group Product Manager for AdWords, Jon Diorio, recently shared a stat from SOASTA that a 1 second delay in landing page load times can decrease retail conversion rates by 20%.
Pay close attention to signals about whether landing page visitors are satisfied
When I was at Google and I gave presentations at industry events about Quality Score, someone would always ask how we measured landing page quality. While I couldn’t answer that question directly then, and still can’t today, I recommend that you pay close attention to signals like bounce rates and time on site.
Google Analytics is a great way to track these signals which are fundamentally a measure of how satisfied users are with your landing pages.
If a user sees an ugly page, a page that takes too long to load, or one that seems off topic for what the ad promised, they will use the back button and try their luck at the next site.
Whether you’re using Unbounce or not, you are hopefully already paying close attention to these things. After all, this is part of CRO. If a user doesn’t stay long enough to consider your offer, they surely won’t have time to convert and your cost for the click to get them to your page will have been wasted.
Google Analytics (GA) is capable of generating incredibly detailed and comprehensive data. It provides the insights needed to fine-tune your site, reduce UX friction and ultimately maximize conversions. But there’s a catch. It’s only effective if you actually know how to interpret the data. Unfortunately, not all users fully understand the core metrics, and there’s uncertainty as to how to decipher them. Here, we’ll take a look at six of the most misunderstood metrics in GA to find out what the data means and how to apply it in order to optimize your site. 1. Direct Traffic At first…
These days the average marketer has been cited to use anywhere from 12 to a whopping 31 tools to build the campaigns of their dreams, but making sure all of these different apps or tools work together like a well-oiled machine is often where things get messy.
For example, you might generate leads via your landing pages, but — depending on your marketing stack and the connections you’ve set up — it’s not always easy to automatically pass, tag and strategically route form data you’ve collected into all the different tools you need to work in (i.e. you might be using Google Sheets for lead tracking, your CRM for sales follow-up, and your marketing automation platform for triggering especially relevant email campaigns).
Maintaining a simple workflow for your lead management is next to impossible if your tools don’t connect and talk to each other properly.
Luckily, all the tools you love can talk to each other
Today at Unbounce, we’re excited to introduce our new Integrations Powered by Zapier.
Now, you can instantly connect your landing page, overlay and sticky bar lead data to over 60+ apps without typing a line of code or ever leaving the Unbounce builder.
If you’re not already a super fan, Zapier’s the tool over one million people use to connect their favorite web apps together for less busywork and more impressive automation. It’s like the one integration to rule them all – or the tool that makes all the other tools hold hands and play nice.
We’ve seen thousands of Unbounce customers build landing pages, overlays and sticky bars, then set up custom integrations with Zapier to funnel lead data into their other favorite tools like Intercom, Go2Webinar, Autopilot and Salesforce, for example. Today that connection’s even easier.
Goodbye busywork, hello automation
Acting as a handy lead gen concierge, the new Integrations Powered by Zapier help eliminate mundane setup tasks.
With pre-built Zap templates directly in Unbounce and the usual integration set-up tasks automated for you, Zapier helps you get centralized lead management for any campaign in just a few clicks.
Even better? Zapier is a trade secret for leveling up the sophistication of your marketing. Using Zaps to connect your lead generation data with other tools and automate more actions, you can set up elaborate campaigns without needing to build workarounds or “hacks,” or depend on dev resources to build your integrations for you.
The possibilities are endless, but here’s a taste of how a few of our customers are already using this feature to fuel impressive campaigns without relying on IT.
Zap inspiration #1: Enrich your lead data
It’s one thing to generate new leads, it’s another if they get routed to your sales team pronto with extra context (like a lead’s unique preferences) included.
Joe Savitch, SEM and Inbound marketer at digital agency Altos, recently launched a lead gen campaign with a real estate client and wanted leads’ properties of interest included in the info submitted via the form (without the lead having to select manually from a drop down). In knowing which properties leads were expressly interested in, the real estate client’s sales team could follow up with especially relevant outreach.
Not only was Joe able to identify each lead’s specific interest using a lightbox that passed a value from the button to the lead form, but with Unbounce’s new Integrations Powered by Zapier (the “Email Parser” Zap), Joe created a lead notification that routed leads to the appropriate sales team based on which custom field had been chosen:
And here’s an example of the lead notification his team receives:
A sample of the lead notification Joe has automatically sent to the sales team via the Zap. Properties of interest are noted here for the sales team.
The Integration Powered by Zapier was super easy to setup and execute… My client thinks I am a magician! I could see this being used a lot going forward.
Zap inspiration #2: Get visibility into campaign ROI
Serving many small to medium sized clients, Stefano Apostolakos of digital agency Webistry notes that many of the brands they work with don’t have, or aren’t familiar with sales CRM tools, meaning the agency can have a hard time demonstrating the ROI of the lead gen campaigns they run.
But now, thanks to the PipeDrive Zap directly in Unbounce, all of Webistry’s campaign leads get pushed into PipeDrive (a sales CRM), tagged and positioned appropriately in a client’s sales funnel.
Stefano’s team then runs monthly reports to discover which campaigns, ad groups and keywords achieve the highest CPA (cost per acquisition) to show the client just how valuable the new campaigns have been. Here’s what Stefano had to say about it:
Our customers have been very excited to see the direct impact their campaigns have on the bottom line. Being able to prove the value we bring has helped us to build loyalty, and generate an extensive portfolio of happy, long-term customers.
Want to set up a Zap to better see your ROI? To use Integrations Powered by Zapier, you’ll need a Zapier account and Unbounce. Learn more here.
Go forth and Zap!
This is really just the tip of the iceberg. While Unbounce now contains 60+ Zap templates to choose from right in the builder to get you started, if you have a Premium Zapier subscription, you’ll have access to over 900+ app integrations via Zapier you can make use of in Unbounce.
Whether you want to use one Zap at a time, or go wild with a few at a time (i.e. lead data pushed into Google Sheets, Slack, LinkedIn and more…), today you can finally manage, tag, and re-route all the leads you collect with Unbounce (from right in Unbounce). The only limit is your imagination.
You’ll simplify your campaign workflows, and all of your tools will run smoothly together. Not to mention, you can run far more complex campaigns without the help of IT.
We’re psyched to be the first conversion platform to make Zapier integrations available directly in the builder, and we can’t wait to see what you Zap together.
One page, one purpose. If you’ve spent any time in the CRO world, or read even a single article on landing page optimization, you’ll have heard this catchy little slogan. And yet, unlike the majority of marketing advice containing little substance, this is a phrase which can drastically change the effectiveness of your site’s pages. How? By focusing your page’s intent. Having only one purpose removes extraneous CTAs, helps target your messaging, and makes it easier to track actual success. I mean, if your page has 10 CTAs (and we assume each has an equal chance of being taken) then…
Everything is moving towards mobile. For examples, Google penalizes you if your site isn’t mobile optimized and Facebook Ad CPC (cost per click) is much cheaper on mobile compared to desktop. More than half of the world’s web traffic now comes from mobile phones. This means more and more potential customers are viewing your website on their phones. If you still haven’t optimized your site’s conversions for mobile user experience, then chances are you’re losing money. On top of that, audience targeting is way more successful on mobile than on desktop, so you can’t afford to put off mobile any…
Ah, the keyword game. One of the greatest achievements for a search engine optimizer is to get their web pages to appear on the first page of Google search results for their desired keywords. As Google ages, more and more of the optimal slots for these prized keywords are taken. And the more a web page ages, the more links from around the web will point to it and the harder it becomes to unseat. For instance, when someone wants to reference or link to a certain topic, it’s a typical habit for someone to do a quick Google search…