Optimizing for Contextual Advertisers choose relevant keywords and then bid on them. Searchers enter queries, and if the advertiser has chosen that keyword, then the ad is shown. The matching is based upon an advertiser wishing to buy traffic based upon what a searcher is looking for at that moment in time.
Optimizing for Contextual Ads
1. Optimization vs Overkill
• Keep core pages (home / blog) clean
– Blog readers don’t click many ads
• Use ad channels to determine where the $ is
• Site structure
– Link equity push at top earning sections
– Less link equity at lower earning sections
– Deep link internally on popular articles
– Remove ads from exceptionally poor performers
- Analytics are your friend
– Can see variety of phrases and common modifiers
– Ranking accidents
- Ensure to mix up keyword usage
- Longer pages match many keywords
- Use a variety of terms
5. Advanced Tips:
Read SeoBook.com for a couple cool webmaster related announcements later this month, and
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