Text Advertising 101: Understanding the Phenomenon - Misconception 4
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Misconception #4
Text advertising makes search engine results worse (less relevant, more spammy, etc...)
Answer
If the text ads are purchased on relevant sites with relevant content it will actually improve search engine results. The problem is that this industry (Text Ads) does not regulate itself properly at this point. If webmasters that were serving these ads would make sure not to offer advertising to "non-relevant" or "spammy" sites then there would be no problem, because a text ad in essence is similar to a reciprocal link.
The reciprocal link is a form of "advertising/promotion" whose utmost intention (in its purest form) is to improve search engine positions. Although some reciprocals do drive traffic, that is rarely the focus of such links.
When you acquire a reciprocal link you are paying for the link with another link. In the case of text ads, you are paying for the link with money. Both are webmaster to webmaster transactions intended (in part) to improve search engine rankings.
Just as with reciprocal linking, some webmasters are willing to accept links for any site regardless of relevancy or spam issues. This is why you will occasionally come across a site that has 40 "text ads" on the footer of a page pointing to sites that are absolutely unrelated to the theme/topic of the site selling the ads.
Not everyone engages in this spammy type of text advertising. (Most of these individuals reside in the results pages of Ebay.) Many responsible webmasters offer static text ads only to sites that have legitimate content and are related to the site selling the ads. If text advertising is conducted in this manner then it actually helps to improve search engine results, because sites will be linking to other relevant sites with legitimate content.
Next: Misconception 5 >>
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