Google has recently extended the quality score of a paid search ad to include elements of the landing page with the recent Landing Page Quality Score Refresh. This is something that Yahoo (formerly Overture) has always done in it’s editorial review of landing pages prior to launch of keywords, but is new for Google. Here is a snippet from their website:
“We incorporate the quality of the landing page in the Quality Score. By factoring in the quality of a landing page, we hope to improve the end-user experience and in turn provide advertisers with more targeted leads. We have developed a list of tips and guidelines that you can use when developing your websites, you can find them here: https://adwords.google.com/select/siteguidelines.html.
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If I’m #1 or #2 in the organic listings for a key term, why would I also buy the term? I get this question a lot and it is valid until you start thinking about search results pages as real estate. Every search result from a keyword or set of keywords someone has typed in is like a block in a very good (to you) neighborhood. The more land you own in the neighborhood, the more wealthy you become. Here is how it was explained to me (from someone at Google no less).

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