Text Advertising 101: Understanding the Phenomenon - Misconceptions 2
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Misconception #2
If you acquire a text ad for your site, you will be banned from the major search engines.
Answer
Search engines do not ban sites based on inbound links from other domains, because webmasters cannot control who links to them and how. I know I know--this is a bold statement. But if search engines decided to ban sites based on inbound links (such as text ads) pointing to that site, then unscrupulous webmasters would purposely point spammy or questionable inbound links at their competitors’ sites. If I were an unscrupulous guy, and I wanted to rank in the top 10 for the term “widgets,” I could easily point some spammy backlinks at the top 10 sites in order to have those sites banned. That is simply not the case.
Here's another perspective: A paid directory listing is a form of text advertising, but Internet giants such as Yahoo! sell them ($300/year). If Yahoo! doesn't see a problem with selling relevant backlinks, then you shouldn't either.
Misconception #3
Backlinks acquired through text advertising won’t be counted by the major search engines.
Answer
This is a tricky one. The answer to this one is yes and no; it depends on the situation. The proper way to engage in text advertising is to only purchase ads on sites with relevant content, or on sites that cater to a demographic that would benefit from the product, service, or information that your site offers. If you do not follow this guideline there is a good chance that your site will not benefit in any significant way in terms of search engine ranking for your target search terms.
The major search engines have assigned added “weight” to backlinks from relevant websites. If your site is about horses and you advertise on a site that deals with molecular physics there is a good chance that those backlinks aren’t going to boost rankings for your “horse” related search terms.
Now let’s say that your site offers tickets to various events. You can advertise on sports sites or entertainment sites even though your site is technically not related to sports or advertising. Why? Because your product caters to that audience. While you may not receive the same benefit from these types of ads as you would from an ad on a fully relevant site, they are still valuable, especially if the site is a high traffic site that will bring real visitors to your site.
Just remember to look for sites with relevant content or serving your target demographic and you’ll be fine.
Next: Misconception 4 >>
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