2 New QS Factors
- Your website fails to process confidential information in a secure (https) environment. Obviously this is good business sense, but there are still a surprisingly large number of businesses that, for example continue to process credit card information using insecure unencrypted http based forms.
- The back browser feature should not be disabled. Some companies do this in order to either:
- Force visitors down a sales process – such as checkout, once they’ve started on this route
Google is essentially trying to ensure it displays only the most relevant, easily navigated and safe matches to the search request. Displaying the best answer to the search every time, means the habit of using Google and its brand is reinforced. You can expect Google to penalize the QS for your AdWords campaign if it fails to match their overriding strategic interest.
- Ensure visitors, once they’ve landed on a website, do not then go back to the original Google search.