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Banner advertising: how effective and how to use it?
In this article, we will look at how banner advertising can help with SEO promotion. One subscriber asked: “What are the pros and cons of banner advertising on other sites compared to other types of links? What requirements should there be for it?
When it comes to standard banner spinners and banner exchange networks, banners are often rendered using JavaScript. This may not be the best situation for SEO. Despite the fact that search engines, including Google, claim that they can, in principle, understand JavaScript, such a scheme, in which the image is displayed through JavaScript, and when clicked, a transition to the site may not be counted as a full-fledged link. In some cases, this has no effect on SEO at all, while in others, the effect may be minimal.
It is important to note that the first parameter that can be taken into account by search engines when placing a banner is the quality of traffic received on the site. Banner advertising often attracts low-quality traffic.
Some experts believe that placing such advertising may even lead to a decrease in search rankings. Even contextual advertising on affiliate networks such as YAN or AdSense can influence user behavior on a site, which in turn can reduce overall behavioral metrics such as time on site or number of pages per visit. These are, of course, just observations, and no one has conducted systematic experiments to confirm this hypothesis.
In addition, it is believed that for new sites that do not have behavioral factors, running contextual advertising from search engines can have a positive effect, helping sites receive the desired behavioral signals and increasing the trust of search engines.
These points rather relate to theory, since conducting such experiments is quite expensive and does not always give clear results.
When placing banner advertising, it is important that the link associated with the banner is visible to search engines and can convey link juice. To do this, you should avoid JavaScript solutions and use the standard scheme, where the image is placed in a tag (). This will allow search engines to perceive the banner as a regular link and convey SEO weight.
How banner advertising is usually placed:
If the donor site has many good incoming links, then the placed banner will transfer weight not only from the main page, but also from other pages of the site. This is especially important if the link is to a homepage or key category, as it will receive many incoming links from various donor pages. This helps increase the SEO weight of the page, and such links are generally perceived as more meaningful.
It is important to note that in experiments with banners, it was noticed that Yandex can respond more strongly to end-to-end links than Google, which is worth considering when planning advertising campaigns.
Some specialists prefer to place banners without an anchor and without an alt attribute, so as not to violate the structure of the link profile, but at the same time use end-to-end placement, which allows the weight to be transferred to the landing page.
If you choose the right donor site to place your banner on, it can have a positive impact on the promotion of both the landing page and your site as a whole, especially if the donor site has a good link profile.
More detailed information can be found in other articles on our website.
If you have any questions or need help setting up banner advertising, you can write to the SEO studio "SEO COMPUTER" with any questions by email info@seo.computer.
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