Optimizing for Contextual Ads By Aaron Wall

Optimization vs Overkill

Build authority and monetize backfill content Don’t float ads left at top in content area Site has to sell itself – If too aggressive the ads cost you links – Perception of quality during SE reviews – Navigation needs to be useful

Short Tail Sites A few spots up in the organic rankings can make a big difference in earnings Invest into SEO Make site easy to link at – Site design – Wait to monetize – Supporting featured content

Long Tail Sites Keep core pages (home / blog) clean – Blog readers don’t click many ads Use ad channels to determine where the $ is Site structure – Link equity push at top earning sections – Less link equity at lower earning sections – Deep link internally on popular articles – Remove ads from exceptionally poor performers

On Page Optimization Tools Analytics are your friend – Can see variety of phrases and common modifiers – Ranking accidents Ensure to mix up keyword usage Longer pages match many keywords Use a variety of terms – – –

Advanced Tips Ad Filtering – Members can turn ads off – Date based ad inclusion / ad positioning Link building – Buy a few links pointing at the best earning pages – Syndicate content and deep link to best pages Own the best keywords – Create a second page to get a double listing – Create authoritative documents, or – Spin out sites – Create your own products

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