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    Comprehensive SEO SEPT 18, 2013  

    Banner Ads On Webpages

    When you have a fully optimized website, you expect to get a certain amount of traffic and rank successfully on organic search engine result pages (SERPs). A website’s effective design and content can promote low bounce rates. A high bounce rate is when a visitor to your site leaves quickly, the less time spent on your website, the higher the bounce rate. The bounce rate is one of many signals to search engines in regard to the quality of your webpages and content usability. The reason why a site is experiencing high bounce rates can be right under your nose without being obvious. You can keep optimizing and changing the content doubting your ideas of what keeps your visitors interested in staying on your webpages, but the results are still the same with high bounce rates.

    The problem can be your banner advertising. Not to be mistaken for Google ads and alike. This is an advertisement aimed to entice your visitors to click on. These ads can be an attractive offer, to get more information, get something free and so forth. If more people are clicking on the ad rather than staying on that page, you can be hurting your rankings. Generally, these ads will send the visitor out to an external source. When a merchant or other external website is paying to have a banner on your webpage, they get the visitor that clicks on it. This means that the visitor is going to immediately leave your webpage and go to an external site. This can hurt your rankings as it will encourage a high bounce rate. So how do so many other sites rank high with banner ads? How can you make any money from banner ads if they will in turn hurt your traffic? That’s because it does not necessarily hurt your page if implemented properly. There is an acceptable bounce rate that will not damage your website. Crawlers know that a certain percentage of visitors will leave the webpage regardless, even with the highest quality content . However, the “a acceptable percentage or rate” is key. If too many visitors are leaving your webpage and going to where the banner is sending, it serves as a signal to search engines that the initial page featuring the banner has little to offer the visitor.

    Since the problem is the high number of visitors leaving the webpage, how do you lower the bounce rate? The answer is unique to the website and its content. You may be able to offer more information about the product once the banner is used and send the visitor to another internal page on our own site. Prices, product description, delivery and terms that will take a while for a visitor to view is good content for the landing page following the banner. There are a variety of solutions to address this problem that can be easily implemented. This is not an issue to take lightly as it can directly affect the website’s success quickly.

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