Funny thing is we’re not seeing users click on the extension itself very often – slightly more often than we’d see for sitelinks, but not by much – maybe 15 percent of total clicks, albeit not necessarily on the extension itself. It may be the way that we’ve set it up (we say chat with a live expert rather than text us), so that may have skewed the behavior.

Once you have caught the attention of people with your ad and they click on it, you want to make sure that you direct them to a customized landing page that specifically relates to what they just clicked on. Many small businesses make the mistake of sending them to their website homepage, but this isn’t the best tactic to convert visitors. Instead, you need to design landing pages that reflect the keywords from the PPC ad, show the product or service solution that your new visitors were searching Google for, and have a prominent, clear call to action like “Book Now” or “Buy Now”.
The errors in technical SEO are often not obvious, and therefore one of the most popular. Mistakes in robots.txt and 404 pages, pagination and canonical URLs, hreflang tags and 301 redirects, http vs https and www vs non www versions: each of them can seriously spoil all efforts to promote the site. One quality SEO website analysis is enough to solve all the main problems in this part forever.