Optimization of site content grows in importance this year with the continued release of the Big Daddy infrastructure change. One part of this ongoing update is the creation of a dedicated Google Adsense bot (Adsbot). As we reported in an earlier Market Position article this new bot from Google represents a distinctive change in Google's thinking about its ad program. For a while Google has based some of the cost of your ad spend on a quality score. This score is based on the relevance of your landing page to the keyword that you are bidding on. The more relevant the landing page the less that you may have to bid to get to the position desired. http://www.mattcutts.com/blog/crawl-caching-proxy/

This effort on Google's part will hopefully reduce the number of pages that popup with nothing more then adsense results, or generic content with only a vague link to the search.

This change in Google's practice as well as the cache reviewing by Google's bots will prompt the creation of better page content, regardless of whether the page is designed for a paid marketing campaign, or for its organic rank. Site design, and content design will continue to become more important. It will become imperative that designers and marketers review the recommendations of the WebPosition Page Critic tool to ensure that their content is a close match for what Google and other engines are seeking in page content just to minimize their own ad spend.

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