SEO: Selling products and services through the Web carries a complex job that includes advertising, positioning, and recognition of the brand. Making money is a common goal among all of us who have a Web page, what differentiates us is the path we take to monetize it.
We should not underestimate the ways to make money on the Internet, because although selling products and services might seem easier and more direct, it takes a complex job that includes advertising, positioning and brand recognition. For its part, monetization based on advertising requires the generation of a large traffic to the site, reputation and loyalty, which in the end becomes a job as complex as that done in an eCommerce.
Obviously, the generation of money with the sale of products can be more solid and secure, but many websites generate large revenues from advertising.
What is the role of SEO in monetization?
If you notice, in both cases you need to have a good presence among the results of Web search engines like Google, and to achieve this we must optimize in SEO for Web search engines each page of our website.
In that sense, while in an eCommerce does not depend on advertising and can focus work on the user experience, when we monetize with advertising we find incompatibilities with the optimization that could cause us to lose important positions to capture traffic.
The general idea is that you can monetize the content of your page, but without affecting the SEO, or at least the impact is the least possible.
Let’s look at some common mistakes that affect SEO thanks to our monetization attempts.
Elements that delay the loading of the page
One of the parameters that Google, and other search engines, take into account for the positioning of results, is the loading speed of the pages, why? Because it is considered positive that pages load quickly because they meet the expectations of Internet users who want to have the information as soon as possible.
In the case of images in content, the solution is quite direct: try to optimize the size and, therefore, the weight of each image.
Another factor that can affect the loading speed, especially when using content managers, is the use of plugins; try to use the least amount possible.
A technical audit could be useful to determine which elements cause load delay and how you can fix it.
Use of pop-ups that affect the user experience
It is not the first time that we talk about the negative effect of pop-up ads on the user experience and even then it is used. We must clarify that not all pop-ups affect SEO, but generally, if those pop-up are advertising, they are considered negative at the level of search engines, affecting the positioning.
Preferably, advertising embeds it in the content text, as it is the least intrusive way to display it.
As I was saying, the use of pop-up is not frowned upon in any case such as:
- Registration notices or logs in to the site
- Age verification notices on websites with sensitive content
- Why this type of ads is not frowned upon? Because many times that information is needed for the proper functioning of the page (mostly as a legal requirement).
In all cases, if the notice can be easily ignored or closed, it does not affect the SEO of the page as much, but it is always better to avoid its use.
Advertising of little value for the user
One of the biggest problems with advertising systems, such as Google AdSense, or even with the decisions of web page administrators, is that advertising spaces are rented that are filled with any type of advertisement.
Although the automated systems try to fill the space of publicity with something of value for the user, often it depends on the availability of announcements, or on the configuration of the campaigns on the part of those who buy the publicity.
How does low-value advertising affect? At first glance, it seems that only affects the user experience, but think about this.
A user who finds advertising of little value is a user who can leave the page with greater speed. If we review the parameters taken into account by the search engine, we find that the bounce rate and the time of permanence are fundamental criteria to better or worse position a Web page in the Internet search engine.
This is how low-value advertising affects SEO. In this case, it is a matter of avoiding rent advertising space to companies that have nothing to do with the theme of your site; With respect to automated advertising systems, there is not much that can be done, although it is true that cookies greatly help to ensure that advertising has a certain value for the user.
Segmentation of content on several pages
If you are implementing this content strategy on your website, I ask you to stop immediately. I understand that taking the same user from one page to another gives you many opportunities to show more publicity, but most of us find it very frustrating to have to go to the next page to finish reading the information.
The effect on SEO is based on the same premises as the previous point; The bounce rate usually increases a lot because users simply leave the site when they find out that they should go from one page to another.
In fact, there are sites that can take a user for more than 10 pages to finish reading the same content.
Instead of applying that strategy, create quality content and read on a single page.
Predominance of advertisements
Surely it has happened to you, you are reviewing a Web page and notes that the advertising/content relationship is very high. This affects the readability of the content since the publicity aims to attract attention.
Ideally, place two or three ads per page, preferably before or after the main content. Many pages use side sections to display advertising; Well it is not so intrusive.
Even if you do not believe it, or have not taken it into account, search engines are able to determine the presence of advertising and its relationship with respect to content. If Google, for example, determines that the advertising relationship with respect to content is very high, it downplays that page and positions it worse.
Low content quality
Many websites go to extremes just to be able to monetize the content and on the way, they go the easiest way: they create a lot of content, but of very poor quality.
Everyone who has worked with Web content knows that good content takes time, requires planning and that a page that is based on quality does not have much content; unless you have a large number of editors. The possibilities of placing advertising are directly proportional to the number of different pages in a site and therefore, many prefer to mount more content, although it has no value for the user.
Needless to say, bad content does not position well, does not create affinity with the public and, obviously, does not help monetize your website. If you are doing this, it is time for you to rethink how you monetize your Web page.
Find the balance between making money and SEO
You still need to make money, we all need the same, and that is why SEO is often affected, whether we want it or not. You must find a balance between the profit of money and the positioning of the content of your site before the search engines.
If despite all your efforts, you do not achieve that advertising does not affect SEO, remember that there are always other ways for users to consume your content.
Social networks can be a good way to capture traffic to your site without having to depend on the positions in the search engines. Obviously, this works when you are going to monetize content, because you can virilize it in some way in these channels and get many users to enter and consume the information.
Other times, alternative sources of traffic are not enough to monetize your website. For example, if you sell a service, it is much more likely that your real customers are in search results and not in social networks, so you will need, without a doubt, to give priority to optimization.
There are always ways that the money gain coexists with the optimization of the Web page. If you focus the effort on quality, you will surely find a point where monetization is effective and successful.
Remember that we have an expert team in content marketing at your disposal.