All the online marketing expertise and social media reach in the world will not make up for the hasty exit made from domains offering archaic website accessibility, lack of user-friendly experience and inept page linking.
The first rule of optimisation and certainly, PPC paid search, is developing a quality link building policy, supported by useability, authenticity and relevance. Site visitors want to land exactly at the content page where the original link or SERPS result said it would - in one click! And not just to the home page!
The coming of mCommerce, tablet and mobile app means users expect to instantly hit on the exact target info, supported by additional personalised search data, e.g. nearest location, additional product or similar service, multiple/enlarged views, map, video, reviews, tweets, likes, offers, deals, etc.
What hope is there for websites who have not even optimised their site or the anchor links take ten clicks to reach a page or even fail to direct as required! Often this is the fault of a lack of precision and careful attention to how brand/URL/site anchors are interpreted.
There was a time, some years back that confusion arose sometimes over actual links appearing not be clickable or non-clickable links looking as if they are - incredibly, sites like this still exist!
The disparity between the promise of a tweet, facebook page, blog or video and the content source can be wide, although of course, Google Preview come into its own here.
Remember - Google will not be best pleased with non-matching or worse, seemingly irrelevant, incorrect or broken links. Watch those rankings fall, traffic drop off and followers dwindling ...
Quality backlinks are key performance drivers and indicators! This applies in paid search, organic listings and social response. Strategic linking opportunities are crucial and must be implemented fully to optimise the audience experience and search journey.
In other words, every call to action must describe exactly what is to be found when clicked and accompanied by a direct link, every time. Once again, there are 'dawn of the net' sites where URL copy and paste still operate!
Some of them ask you to follow them on their Facebook page ...