If the page content is highly relevant then Google rewards pay-per-click bids with a lower cost. Therefore it is essential to be able to have very closely matched content to the advertisement.

*Notice the CTR*

Your current website will have a better quality score once the SEO suggestions are carried out. We are able to manipulate the page factors such as H1 tags (header tags) and more importantly page titles (this is a very strong advantage). The pages can have an appropriate keyword balance. (Keyword density and LSI [latent semantic indexing] are still important for most search engines).

We can also set the Meta data. Meta data such as page title, keywords, page descriptions and alternate text for images (also image naming properties) all drive on-page ranking factors. These are overlooked by most website designers.