Business Marketers cannot rely wholly on Google AdWords and Search Engine Rankings
How business marketers, Google AdWords and Search Engine Rankings are related and what are the latest trends to stay ahead of the game and break this relationship.
As business marketers continue to sell their business brands online, they will be seeking novel ways to promote in addition to the conventional modes of advertising on the search engines. AdWords, AdSense and Pay per Click channels are becoming costly day by day. The rates for the promotional keywords are continuing to rise and the relative return on investment with these forms of advertising is declining. Hence, business marketing cannot rely wholly on Google Adwords and Adsense any more.
Business promotion is facing the pressure of making sure that search engine optimization will place their individual websites high on the search engine rankings when customers browse for their business related keywords or key phrases. Even high ranks on the search engine pages cannot be depended upon as the domain ranking may not remain consistently at one spot. They may fall to the lower ranked pages any time, without a warning.
Business Marketers, Ranking and Google
Many companies are discovering that they are actually at the mercy of sudden changes to the algorithms of the search engines and this is controlling the outcome of the rankings, resulting in the order of page results. A change that moves a company’s website down on the page listings can have a negative impact on the profitably of a business website. While many businesses are taking the search engine promotion quite seriously, a large number of organizations are shifting to affiliate marketing and towards relying on websites of other related businesses as a channel to attract fresh customers.
What are the limitations with AdSense and AdWords?
Search engine marketing experts have been using Google’s AdWords and AdSense for some time now. These business promotion systems may work for some but may not be right for every business. Mostly, advertisers depend on AdWords and publishers depend on AdSense.
AdWords allows businesses to advertise on Google and its search network such as the AOL Search, Ask.com and Google Display Network. These are content sites and not search engines. Business marketers have got used to driving targeted customer traffic to their websites while hoping that most of this traffic may convert to actual sales. These advertisers will pay Google a fixed amount on the ad clicks.
AdSense allows publishers to monetize their individual websites and blogs by earning through relevant AdWords and commercials which are projected along with the business content. These publishers will get a small amount every time one of such ads is clicked on. If a website has enough followers, this can become an effective way to create a revenue stream from valuable content on the web pages. Though Adsense and Adwords may have been popular programs for Pay per Click type of advertising, there are distinct disadvantages and flaws that exist in them.
It has been found during surveys that most people who are concentrating on the content of a web page are not bothered about noticing advertisements when they visit those pages. On the other hand, if visitors are noticing the advertisement, then there is a strong likelihood that they are not paying sufficient attention to the web page content.
Publishers are also losing their interest in the AdSense channels as they continue to fail to earn revenues as much as they had initially anticipated. Websites that get about forty to fifty visitors a day are not likely to earn these publishers even a couple of dollars on that day. Some advertisers speak about rates such as 3% to 5% for traffic to click conversion ratios. They are actually gaining something like ten cents per click. The result is not so attractive for the publishers. If there is not much traffic to a website, then it is not profitable at all for them.
Another major disadvantage of AdSense is that it is restrictive and tacky. This channel is also facing issues of click frauds and this may be about fifteen per cent of the click-through-rate in the web content. Another problem that surfaces is that the adverts do not change or rotate often within a website. Repeat visitors will not be able to see new adverts. People who click on an ad have been found less willing to click further on other ads.
Fear of a Drop in Rankings
One of the worst nightmares that a website owner can experience is to go through a sudden drop in the search engine rankings, particularly for those owners who rely heavily on the search traffic for new brands. Many webmasters are experiencing this on a continual basis whenever Google comes out with an update of its algorithms. With the updates becoming frequent in the last couple of years, it does not take much for websites to drop in page rankings.
Fear of a drop in page ranking
How to stay on top of Page Rankings despite frequent Algorithm Updates?
There are ways to overcome the fears of losing higher page rankings on the search engines.
- Working out a new Content Management System – Changing the content management system can throw the algorithms of various search engines off guard. This may involve a change in the templates which format the web pages and the URL structure.
- Backlinks – These links work as a crucial mechanism for the search engines to discover the pages on your website and they can also play an important part as signals for the page rankings. The longer these backlinks are directed from other websites, the better it is for your website.
The only way your business website is going to survive the frequently changing updates on the search engine algorithms and attain a higher page ranking to attract high traffic is by going through a process of quality content creation, backlinks and social media participation. The important element in online business promotion is the monitoring of the links footprint on a regular basis with the use of the link building tools to avoid major fluctuations in page ranking and visibility of a website.
I will be talking about How to make the Backlinks Effective – in my next post, stay tuned and please come back for more information.