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"The display URL should have the same domain (such as example.com) as your landing page."" Doamin -not actual page The part google cares about is mysite.com after the / you can write anything you want people even do coupon.mysite.com -

Content, alt tags, anchor text to internal pages are always favorites : )

Understanding business they link build for (CRITICAL!) Search skills (advanced search operators, semantic flow) Use of our internal link management database (recording, categorising and tagging links) Content writing / ordering Establishment of a real internet persona Natural email writing Phone skills