Optimizing for Contextual Ads

By Aaron Wall

Optimization vs Overkill

Optimization vs Overkill

• Build authority and monetize backfill content• Don’t float ads left at top in content area• Site has to sell itself– If too aggressive the ads cost you links– Perception of quality during SE reviews– Navigation needs to be useful

Short Tail Sites

• A few spots up in the organic rankings can make a big difference in earnings

• Invest into SEO• Make site easy to link at– Site design– Wait to monetize– Supporting featured content

Long Tail Sites

• 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

On Page Optimization Tools

• 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– http://www.quintura.com/ – https://adwords.google.com/select/KeywordToolExternal– http://tools.seobook.com/yahoo-keywords/

Advanced Tips

• Ad Filtering– Members can turn ads off– Date based ad inclusion / ad positioning

• Link building– Buy a few links pointing at the best earning pages– Syndicate content and deep link to best pages

• Own the best keywords– Create a second page to get a double listing– Create authoritative documents, or – Spin out sites

– Create your own products

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