Google Landing Page

Ever notice that Google sometimes buys its own AdWords spots? Why would Google bother making ads like this?

The search behemoth currently dominates search  with 65% + of the market (Comscore), but search per se no longer tells the whole Google story. The company has its feelers in various different tech industries, not the least of which is its current proposal to run big optic fiber into a few “test” communities around the country. If it wanted to test the potential popularity, the proof is in the daily news headlines: communities from Baltimore to Kansas City are campaigning to be considered.

So why then would Google need to advertise its search homepage?

Google runs a massive advertising business much of it driven through Google search, Google Maps, Gmail, Images and Videos–all of these features provide high-quality products and services, but they also feature very targeted paid ads that drive cash into Google’s bank accounts. So that’s a very good reason to drive more traffic–think of Google as an Internet Marketer.

Exploring the Landing Page

If you clicked on the sponsored ad above, this is the landing page you’d be funneled to:

Explicitly clear what they want you to do AND good quick instruction on how to get it done.

1. First, the lander is “smart”

The landing page is scripted to know what browser you’re using and customizes the message appropriately. For example, I browse with Firefox, so the instructions on how to make Google my homepage are specific to Firefox. But a quick peek at the page source reveals that the script also offers similar instruction if your browser is Chrome, or Internet Explorer, or Safari.  So you browse with Chrome, you click on the cutesy little Google message “See every Google Doodle” and you land on a lander customized with instructions for making Google your homepage in the Chrome browser.

2. Keyphrase:

  • 4 instances of the phrase “make Google your homepage” (16 words
  • 1 instance of “make Google my homepage”

and that’s for a lander with a really meager number of words in total (less than 100 words)

See the number of keyphrases v. number of total words on the page and you can do the math– it’s VERY keyphrase driven and the keyphrase is action-driven, as well.

3. Title tag:

“Make Google Your Homepage”

No description tag and not really necessary for a page not intended to end up in the search results.

4. Action-driven lander

Frank Kern fans, can you see the formula: 1. here’s what I have, 2. here’s what it will do for you, and 3. here’s what I want you to do….?

Here’s what I have:

Google’s a great search homepage that gives you “instant access to search and more”!

Here’s what it will do for you:

“Search for websites, images, videos, news articles, maps and more
Personalize your homepage
Access Gmail and your other favorite Google products and services”
Here’s what I want you to do:
“Make Google your homepage in two steps”

5. Answering the anticipated customer “objection”

“You can always change your homepage again later.” Don’t like it, it’s not a do or die…
Google, as business and Internet Marketer, has a very real reason to drive traffic and convert visitors to “customers.” And they create a tidy and explicit landing page to get the job done.
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