The “Triangle of Relevancy” is used to describe the relationship between the text in a landing page, a sponsored advertisement and the keyword or phrase that’s entered into a search engine. As search marketers, we know the importance of relevancy when it comes to the success of a campaign on any of the top engines. There are two elements that are critical to the success of every search marketing strategy.

• Relevancy with Landing Pages

Make sure the landing page is relevant to specific search terms. This determines if it will be a result in a search engine result page (SERP) & where it ranks in the engines. Things to consider: placing keywords in the page’s title & throughout the body of the page. More importantly, are keywords located on the landing page or are they randomly included simply to increase the density of the keyword on the page?

• Relevancy with AdWords and Sponsored Advertisement

Search terms need to be included in the title and/or body of your sponsored ad. A common mistake is to load an ad with non-relevant keywords. Remember – less is more! Stick to 1 or 2 relevant keywords or phrases, that way it’ll show in both the title & the body of the ad.