For countless sites and businesses, ads are a vital source of revenue, if not the only source of revenue and profit. However, this does not mean that ads are benign. As it turns out, there really is such a thing as good ads and bad ads, at least according to Google. Ad quality matters, not only because poor quality, malicious, or problematic ads can drive away your customers.
Bad ads can also drag down your SEO, meaning that the Google algorithm will bump your site down in the search results, making it more difficult for your target audience to find out. If you want to stop this from happening, read on to find out the five ways bad ads are killing your SEO, and what you can do about it today.
1. Redirects Are Killers
One of the biggest threats to the success and revenue stream of your platform is auto-redirect ads. These are malicious ads that appear on your page and redirect site visitors to sites containing malware or spam. If these ads make it to your site, Google will drop your SEO ranking. Fortunately, you can prevent this from happening with a simple ad management tool such as Geoedge. It uses technology to automatically screen out malicious ads to keep your users and your SEO safe.
2. Too Much Content
It is important to remember that ads are also content. As we all know, more content means longer loading times and clunkier sites, two things that are anathema to a healthy SEO ranking. Poor quality ads will stuff your site with uncompressed images, OTT scripting, and everything else that will slow down your site and erode your SEO.
3. Bad Ads = High Burn Rates
Burn rates describe the amount of time a customer will spend on your site before they leave out of sheer annoyance. Bad ads are one of the top causes of audience attrition. If you have ads that play auto, prompt irritating pop-ups, or take up half the screen, users will leave. Avoid this by putting strict content controls and filters on the types of ads that are allowed on your site.
4. The Top Heavy Penalty
The so-called “top-heavy” algorithm was introduced by Google almost a decade ago and continues to shape on-site ad practices to this day. Put simply, the algorithm punishes any site that has “more ad content than native published web content”. That means, the more ads you have, the more likely it is that your site will be banished to oblivion. Put strict limits on the number of ads allowed on each page.
5. Site Visitors Remember
Finally, it is worth emphasizing that the biggest impact on your SEO is the people that visit your site. More traffic means better SEO, in a self-fulfilling cycle that can boost your ranking exponentially. However, if site visitors associate your site with unusability and irritating ads, they will remember and they will not come back. Check your own website as a visitor and see what the ad experience is like. Would you re-visit your own site? If not, you need to change things up and scrap some ads.
By keeping these simple tenets of ad SEO in mind, you can de-clutter your site and ensure consistent high-quality traffic. Get started today.