In 2013 Google Engage became Google Partners. We quickly converted all of our certifications to the new (considerably tougher) re-testing procedures offered by the new program. In addition to having a minimum number of people certified, Google also requires two additional measurements that really differentiate those Agencies which can call themselves “Partners.”
Ad Spend – Google requires that Agencies maintain a high average monthly ad spend.
Best practices – you must maintain significant number of best practice touch-points per month in order to maintain status. Google examines how much you work to improve your clients campaigns on a daily basis.
The Google Algorithm
There are many elements that contribute to the Google Algorithm defined below. By carefully crafting websites that are designed with these criteria in mind from the earliest stages of development, sites will naturally and organically bode better in Google Search Results.
Google’s ultimate goal is to provide a great search experience for its users, whether using Ads or Organic Results. Google is a database of intentions. Users search for an intended result and Google pushes web pages that are highly correlated to user intention higher up in the ranking. If you click a result and it takes you a page that doesn’t meet you intention, you leave, you go back. As a user, you don’t care if you clicked an ad or an organic result, if it brings you to an answer, you are happy, if it doesn’t you are not. Google wants you to be happy with Google and rewards pages with high correlation two ways; by pushing them up in the results, and by charging less money for ads. Google calls this Quality Score.
Sites with high relevance to keywords get charged less for ads. Having a Google Partner like Advertising Partner build and optimize your pages and ads will save you money. The graphic below illustrates some of the major categories of a website that Google looks at to determine ranking.