Affiliate programs are now a common marketing strategy among online businesses today. Compared to other digital marketing practices, it lets other people get involved in the process, making the whole digital strategy more personal and effective.
Sadly, marketing tricks aren’t stable online. Trends vary and search algorithm transforms from time to time. Worse, these changes occur abruptly, leaving online marketers stunned on what to do next.
With Google reportedly planning to devalue contents hiding behind interstitial pages (The SEM Post, June 2015), affiliates once again face another challenge of keeping up with the trends. How will this change affect them and what should they do to rise above it? Click on the image below to see an example from Forbes.com
Why Affiliates Use Interstitial Ads?
An interstitial is a page that pops up whenever a user views in between a web page, mobile site page, or an application. Normally, these ads give users the choice to read on its content or close the page. They can either click on the “Skip this advertisement” link or look for the “x” button to exit. While this page has many purposes, many sites contain one to advertise their own or other people’s business.
For affiliates, interstitials mean opportunity. They give publishers the greater chance of earning profit as they allow users to read on the content and consider the offers presented on it. Compared to banners, these ads compel more potential consumers to get to know a product or service more and succumb to the offer. It’s no wonder, many advertisers and merchants prefer to work with sites that have or can offer such ads.
Google vs. Affiliates?
While Google will not ban web sites with interstitial pages, its plan to devalue contents behind these ads will surely affect the search results ranking of many business sites, particularly those who use them most—affiliates.
For this search engine giant, interstitials violates mobile optimization guidelines. They offer poor user experience and often block users from seeing what they want. Hence, to negate this, Google is eager to include interstitials as a “negative ranking factor.” It targets to lower the SEO grades of the sites that use them.
If you are an affiliate, will this new search system affect you? Can you sway people to shift to another search engine?
How to Avoid Drawbacks
Versus Yahoo, Bing, and Ask, Google remains to be the most popular and most used search engine tool worldwide. As of June 2015, it still tops the eBizMBA ranking and has about 1.1 billion estimated unique visitors every month. Hence, if you’re considering snubbing Google’s notice on interstitials, then you might have to think about it again.
Sure, the new algorithm works to your disadvantage, but you have to follow the trends. As everyone goes mobile, your web site has to go mobile, too. Instead of placing “bad” full screen ad, you may use smaller banners or create persuasive contents to advertise. After all, your online presence depends on your applied SEO techniques.
Having a hard time thinking of new tactics? Affiliate Mission can help you develop new affiliate marketing strategies that can sustain and even further your venture. Contact us at www.affiliatemission.com to learn more.