Contextual Advertising - Advertorials

In the print media world, advertorials have become the most important marketing format going. It's the same way in the realm of online marketing. Advertorials are short articles presented in an editorial format. This makes them more credible to readers. It's the format or presentation style of the article that makes it compelling and interesting to readers.

Advertorials can be persuasive if they're written well and they can provide an excellent boost in search engine rankings when published online. They don't have to be written as a direct marketing piece. The key feature is that they're natural and credible. Search engines also need a keyword-themed context in the material they spider on Web sites. Advertorials provide a relevant context that might be absent on a Web site. That's because most Web sites are written with different purposes in mind, not with search engine's need to understand what is being said or what it is about.

An advertiser then needs to provide context for their advertising or to encourage a Web site owner to write a review. Reviews are almost a form of advertorial. The words used in the review are relevant to the subject and understandable to search engines. Advertorials can make the topic at hand, lets say a new product or service relevant to the Web site's users who may not be aware of the relevance of the product or service to them. For instance, an laser skin treatment can be written for a skin care Web site. Women looking for natural skin care solutions may not be aware of laser skin treatments, or the root causes of their skin problems. A visit to a dermatological surgeon's site may clarify things for them.

The advertorial when written well, can garner the keyword value of the resident site and capture the full search engine ranking value of the page and the whole site itself. A good SEO Company understands this well.

This is because search engines analyze Web site themes and the meaning of particular links. They assess the meaning of a page to determine if a link is relevant. The wording of the advertorial will affect the value of the link that leads to your Web site. All links are not equal to search engines.

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Most SEO companies and advertisers refer to contextual advertising to Google advertisements (Google Adwords) that are placed on sites that are keyword relevant. For instance, a sporting goods ad would be placed on a sporting news site. The ad would be placed on a page that has relevant sport related content. An ad for a baseball glove would be placed on a page that has baseball related copy.

When the context on the page is relevant to the content of the ad, clickthroughs are more likely to occur. A baseball fan is more likely to click on the baseball glove ad.

People are exposed to hundreds of these text links and ads on Web pages every day. They often won't click unless some additional, relevant information is next to the link. People don't want to waste their time. They need justification for spending the time and energy to follow the text link.

Advertorials provide that information in a digestible and persuasive fashion. In the case of SEO, we go one level further and make the copy and link relevant to search engine algorithms.

Advertorials are an important aspect of search engine optimization and link building today. They can provide a serious benefit to your online sales and they're worth knowing about.