When your website marketing strategy has ad revenue as the end goal, you have to expect that the game isn’t going to be as easy as you at first think it will be. Ad revenue is a very thin margin even in the best of scenarios. It takes volume to make it grow. And countless website owners have gotten frustrated or impatient with their ad revenue and gotten themselves in trouble by trying some dumb trick or another rather than engage a professional digital marketing agency.
Here’s a list to avoid being a statistic and having Google ban you:
Excessive keyword stuffing
Number-one with a bullet, people still try this nonsense today. Google already knew it would happen when they launched way back in 1997. These sites get found and blacklisted sometimes within minutes of posting! Trust us, Google knows when a search term is repeated just to pull in a search engine and focus an ad. That is why they are Google.
Altering the results of an ad click
This is an unexpected one, but lately some site owners have attempted to monkey with the ad click results in ways like framing the ad target site or redirecting it. Huge violation of TOS, and it’s happening more as AJAX methods get more sophisticated.
It is true that Google allows you to customize the colours of an ad unit to your taste, either making it stand out in contrast of blend in for aesthetics. Some site owners get cocky and set things like the ad unit’s text or link colours to the webpage background colour, or set it into a CSS div with the alpha set to transparency and then using absolute positioning to have different content behind it… There’s a million ways to pull little tricks to hide an ad, and they all spell “TOS violation” and get you banned.
According to SEO Perth Experts, a post that wins the prize for the most technically detailed SEO advice ever is this one; Search Engine Land shares these discoveries about punctuation quirks.
Honestly never heard of most of these. Dashes vs. underscores, pipe characters, using only lowercase… How did it take this long to be discovered?
To explain about the underscores part regarding “Google was written for nerds by nerds” – Computers have always had a problem with the space character in the name of anything, because the space is how we tell the computer that a new name is starting. This is especially a problem in the early days of computing, in programming languages, and general file system tinkering. So there evolved work-arounds to keep it human-readable: One of them was called “camel case” where you write all one word using interspersed capitals (WordWideWeb), another was alternating upper-and-lower case (worldWIDEweb), one was using underscores for spaces (world_wide_web) and so on. Underscores became the dominant convention, so you’d want to avoid underscores unless you want them taken literally. Now memorize all that and bewilder your bar mates with this trivia!
In the film Blazing Saddles, there’s a scene where the bad guys are coming to destroy a western town – so the townsfolk build a big cardboard replica of the town a little ways away and direct the bad guys to that one. The houses are all fronts, the townspeople are wooden cut-outs with bobble-heads, and so on.
That may fool movie bad guys, but it won’t fool your customers. SEMblog brings up this point in talking about best UX practices for SEO. If you have traffic coming in from organic searches, chances are good they’re going to hit a post on your blog or a sub-directory further down on your site map, rather than the first page. Lots of other good user-experience tips there too.
Here’s what we like to see more of in web marketing news: Case studies of giant retail corporations’ strategies and what their results were. Forbes analyzes Walmart and Starbucks on Facebook, examining the ways in which their strategies differ. It’s an informative read for every web entrepreneur.
Here’s one more element to consider: Both companies have radically different customer cultures. Walmart markets to the lower-class, being the super-cheap super-store, as proletariat as a sidewalk. Of course they get more traffic volume. Starbucks, the elite coffee hangout, markets to people like web marketers – tech-savvy (Wi-Fi comes with your frappuccino), smart, upwardly-mobile, and of course, ambitious. Naturally, their customer base is smaller, but more passionate (it must be the caffeine buzz).
The savvy marketing wizards at PPCHero have a dishy little post on Seven Ways to Increase CTR Without Even Looking at Ad Text. Hot, hot, hot tips including new innovations in Google adwords features – are you turning on site extensions like social and product extensions? If we’re speaking Chinese to you, you need to brush up on the latest tools.
By now, we should all know that about half your SEO traffic-attraction strategy should be based upon getting good links. And the way to a good link is to make social media love you. But what could go wrong with that plan? SteamFeed troubleshoots your social media strategy. And some of those bullet points are going to hurt – producing fresh, ready-made content for your website rather than rehashing somebody else’s stale leftovers is likely something we see on a daily basis, isn’t it?