Unleash the power of blog advertising

In my previous article I discussed the merits of creating your own blog on your site. In this article I will move on to another aspect of blogging, which is advertising.


While having your own blog is very useful it doesn’t really help your site gain exposure. After all the only people viewing it are people who have found your site already! There are, however, many bloggers out there who are quite prepared to sell advertising to businesses and individuals, many of whom attract large audiences every day to their site.


Advertising on blogs comes in several forms. The first, and most simple, would be a banner advert. This would be designed by you, sent to the blogger, who would then put the banner on their site for all their visitors to see. Add a hyperlink (a link to your site) and the potential customers can click on the advert and visit you.


This is all well and good, but most bloggers will get no more than 100 visitors a day. Adverts on the net can be almost invisible to the regular surfer who is very used to being bombarded with advert after advert, so getting even a few dozen clicks requires great skill on the part of the advert designer.


It’s true that the link to your site can also assist with your sites rankings in Google providing the HTML is formatted to be SEO-friendly, but from a banner advert these benefits are very limited (and there is some dispute about just how effective image links are).


That brings us neatly on to the next form of advertising – text links. Text links are links on blogs that point to your site, except rather than simply having your site’s name in the text they contain a few carefully selected keywords. These adverts are very different from image adverts in that the primary target is not visitors to the blog they are hosted on; the target is search engines. Search engines see these links, and associate the text inside them with your site. Get enough of these links and you’ll quickly start ranking very nicely in Google for your selected keywords. How highly depends on how many links you buy, how competitive the keyword is and a number of other factors beyond the scope of this article.


Text links are generally placed in a section of the blog known as the “blogroll”. This is usually where a list of sites the blog author has decided to link to are found. Done correctly an advert will sit very subtly in among a list of genuine links. These links are found across the site, so a single blogroll link can mean hundreds of links to your site. Unfortunately search engines are acutely aware of the practice of these links being sold and they have safety features in place that will minimise the effects of site-wide blogroll links.


That takes us on to the final form of advertising common on blogs – blogposts. Unlike blogroll links, blogposts are actual posts by the author of the site about your site or a product your company offers on your site. These are also referred to as “reviews”, though in most cases they are simply forms of advertising. A keyword-rich link is craftily placed in the content and links back to your site. These are great for a short while, but as soon as the blogpost leaves the front page (when newer posts come along) the effects diminish. Their advantage is that they appear to be very natural to search engines, though dispute rage about their value for money.


So to summarize you have 3 forms of advertising you can explore with regard to blogging; banner adverts, blogroll advertising or blogpost reviews. Which works best? In truth it really depends a lot on what you are looking to achieve. If it is search engine positions then blogroll links or blogpost reviews are the way to go (effectiveness of one over the other changes all the time). If you are looking to target a particular audience, finding a blog which attracts your target audience and placing an advert on that blog is probably the way to go. A good example might be a supplier of spare parts for Lotus Elise’s targeting a blog about the Lotus Elise.


Blog advertising is a very effective form of marketing at the time of writing, but you should always be on the lookout for new opportunities. If you are about to embark on an SEO campaign being flexible and ready to adapt is the key to keeping one step ahead of the competition.

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