Advertorials may be categorized depending on:
The journalistic style
The conversion rate
One should also mention reviews, which provide very good results. The public appreciate other people’s experience and opinions, are interested in expressing their own opinions and tempted to try the already tested product. Advertorial reviews contribute to optimization, recommend the product and many a time enhance traffic, as well.
Although advertorials are well-rated and present within most optimization campaigns, one ought to be aware from the very beginning of the advantages and disadvantages or the risks that have to be undertaken. Here are the main advantages:
All of these advantages may be obtained only if we post exemplary advertorials, with contents written not for search engines but, first and foremost, for the target audience.
In order to take advantage of all the benefits of a paid article, not to throw away money without getting results, but also to avoid other unpleasant surprises following an advertorial campaign, we recommend that you analyse and put into practice the following ideas:
In order to obtain credibility, relevance and authority you need to know very well the style of the website you will publish on. An article that is not essentially different from the others posted on the collaborating website is deemed a high-quality one and will grab more readers’ attention. It is desirable to borrow the language, topics and design of the other posted articles. If, at a glance, you do not seem to find common topics, but the website authority is high and the possibility of placing an advertorial here is unique, you need to get creative and come up with a good article, in line with the other materials on the website where you intend to publish. The size of an advertorial is another major aspect and should not be different from the size of the other texts on the website. The headings of the paid articles should not be sprinkled with superlatives, should be concise and straightforward, just like those of the articles on the chosen website. Remember! A high-quality advertorial is an article whose content does not give the reader the impression it is an advertising article.
Remember! A high-quality advertorial is an article whose content does not give the reader the impression it is an advertising article.
You cannot publish an advertorial about angling on a blog for cooking recipes as, in this case, the chances of achieving the envisaged objectives are minimum. You need to observe the general topics of the website you publish on so as to avoid not only arousing the readers’ suspicions, but also penalties from Google.
In order to come up with a non-advertising advertorial, we have to “artistically” mingle the information intended for promotion with information that is useful and relevant to the human factor. The basic (advertising) message of the advertorial must be masked so that readers should spend more time on the page and find as much useful information as possible.
It is simple: you would not be able to gain the readers’ trust and convince them that the company is serious if the content published is irrelevant from an advertising perspective, as well as garbage.
This is important, but not a vital matter. The text needs to contain certain keywords, but their number has to be perfectly balanced: not too little, as they might fail to arouse interest, and not too many, so as not to have sanctions imposed, both from the search engine and the reader.
It is not difficult to obtain a high-quality advertorial, but you do need patience, skills, analysis or, to simplify, you could resort at any moment to the management content services we provide.
You may have already realized that the advertorial is an effective promotion method in the online environment, one which may also bring along, however, the risk of penalties, if they are not written in accordance with the search engine rules.
Matt Cutts, the ex-manager of Google’s spam-fighting team, has explained countless times how Google handles advertising articles. He mentions that online advertorials, used to enhance, by means of the inserted links, the level of authority of the benefiting website, represents a manipulation attempt of the search engine. As he explains, there are two basic rules an advertorial has to abide by and both focus essentially on the idea of announcing that the article has an advertising nature, so that both the search engine and readers should realize this aspect prior to reading the material. The solution Cutts proposes is the following:
Announcing the search engines
Announcing the readers
Ex:”Advertising” or ”Sponsored”
Is it or is it not a correct solution? An objective answer is difficult to give. Naturally, for those who publish advertorials, enjoying the results, but also for the websites accepting them, stating this fact publicly should ideally be at their sole discretion. Nor would a reader see it as a fatal mistake if the article were not announced as a paid one. You do not necessarily need to know the commercial form so long as you enjoy a good content. In reality, any service is nowadays paid for and readers are well aware of that.
In order to get the expected and a long-lasting result after publishing an advertorial, but also to avoid penalties, the website where you are about to publish has to be very carefully selected. Here are a few recommendations of ideas meant to help you find the perfect spot to post the advertorial:
Analyse from the very beginning not only the website the article is to be posted on, but also the page itself. You should ideally post in a column that is as popular as possible, grabs increased attention and not just momentarily. Keep in mind the number of articles published on a weekly or monthly basis and find out what happens to advertorials after archiving. It is important that they be visible and easily accessible for as long as possible.
Prices for publishing advertorials differ from one website to another and certainly from one country to another. When the price is estimated for posting an article several factors are taken into account:
Posting an advertising text on a news website would cost approximately between 300 and 1000 Euros, and on average between 30 and 400 Euros on a known blog, depending on the above mentioned criteria, but also on the location (costs may vary from one country to another). The prices are calculated for traffic, as the promoted website is considered to automatically receive a few tenths or thousands of visits. Although news websites receive a higher amount for posting an external article, posting on their webpages is not always a perfect solution. The problem of news websites is the high number of external links. There are websites hosting over 100 external links, which provide an advertorial with very little value for the SEO strategy.
Blogs, lesser-known websites and local news websites charge for posting a paid article around 5-30 Euros. For small enterprises with a start-up strategy, but also for those intending to promote themselves on an averagely competitive niche, placing advertorials on lesser-known websites is a perfect solution.
Promotional or advertising texts may bring along benefits for an SEO optimization campaign, enjoy credibility among the audience, but only if they are high-quality, well-conceived, placed on a website with authority and observe both the moral rules and those suggested by Google. For your inevitable success, remember to write first and foremost for the people!