It's All About Look And Feel
Most of us respond better to visual stimuli than we do to reasoned discussion - or at least, we respond more immediately, which for the sake of advertisement means that it is more important to grab the audience's attention than it is to target their intelligence. This does not mean that you need to treat your audience like idiots - although most televised advertising might convince you that that is the case - but you do need to be prepared to grab your audience by the throat.
In the case of an AdSense website, this means that you need to have an appropriate look for your website. Use of color, of spacing and of images is important in this, as is the font you use for the written content. If your site looks like a quite hard-nosed analytical site and you're aiming to attract casual visitors, you're sunk before you've even set sail.
For example, let's say that the site you are managing is related to holiday deals. People associate holidays with the following things: sunshine, beaches, fun, relaxation, sight-seeing. They do not associate them with endless streams of reading. Having "warm" colors like yellow and orange in your background can make a big difference, as can graphics depicting sunshine and beaches.
For every article on your site, think of an image that will attract the casual visitor. A photograph of a beach with happy families playing on it has positive associations, and will encourage people to stay and read. An article about Paris (for example) can be illustrated with an image of a famous Parisian landmark. If people want to stay around, they will read, and they are more likely to click an ad while there.
Avoiding Negative Keywords - The Unforeseen Menace
When it comes to writing content for an AdSense website, there are obvious indications for what you want to include in the text. Hitting keywords on the money is always a good start - but you should also be aware of the danger of negative keywords - after all, it is AdSense that places the ads on your page, and it will do it based on what you talk about.
It is all too easy to accidentally hit a negative keyword because you are not thinking of it as a keyword. It is essential to read back over your content to see if you have - inadvertently - used a word more often than once and which could attract the wrong kind of advertising to your page. There is code that you can add - it's called "section targeting" code - that can make sure a certain term is not read as a keyword, but just as common-or-garden text.
This is important. If your site is about cooking, for example, you don't want to include too much text about how a certain ingredient can cause flatulence, because there is a risk that you will find ads related to flatulence cures turning up on the page - useful resources, no doubt, but not what you were aiming for. Section targeting the offending terms can be a way around this.
It is beneficial not to become too paralysed by rules, though. As long as you are concentrating on the keywords which you expect to attract the right visitors, then allowing one or two potentially negative keywords to creep in should not hurt you. Just make sure you mention your topic more often than you mention the "negative" stuff. This should prevent accidental advertisements.
AdSense And SEO - The Powerful Combination You Need
If you are looking into AdSense as a way of making money, you have probably heard at least tangentially about SEO, even if you have not looked any deeper into it. A good knowledge of SEO will certainly help you. Without it, it is entirely possible that you will make little or no money from your AdSense ventures.
SEO is primarily concerned with keywords, although all in all it is about more than that. Certainly, for it to work it needs to take account of keywords and specifically how often they are used and when they are used. People who know just a little about SEO, however, may make more and worse mistakes than people who don't think about it at all.
Many people have taken to stuffing articles with keywords because they think that, as long as the keywords are used, people will see the sites on Google and visit anyway. This, among other tricks, is known as "Black Hat SEO" (after the standard in movies about the Old West for having the bad guy wear a black hat and the good guy a white one). Google knows these tricks, and punishes them.
You should make sure you use the keywords in your article titles, and where possible you should look to have them in links and emphasized text (anything that is in bold, or italic text for example). You should use them in tags for your photos and in captions. You should not, however, try to trick Google with a landing page where the keywords are repeated en dlessly and which immediately forwards the visitor to the "real" site. Again, Google knows these tricks.
Where To Place Keywords For AdSense Success
Google did not rise to its current position in the internet hierarchy (most of us use it at least once a day) without the people behind it knowing their stuff - there are so many powerful logarithms doing their work every time you search that to find the sites manually would take thousands of times as long. However, this does not mean that you cannot help it along when you are trying to get traffic.
It is accepted that to get Google's attention, you will need to use keywords. A lot of people with some knowledge of SEO will try some tricks to get Google to look at their site - including the use of section targeting, which can be used to attract Google's attention as well as to turn it away. But if you want Google's attention, bear in mind that keyword stuffing will bring all the wrong kind of attention.
Placing your keywords is about artfully ensuring they are in relevant positions. They should be in your domain name. If your site is about fluffy bunny rabbits, then http: //www. fluffybunnyrabbits.com is an ideal name (and it doesn't appear to be taken yet). You will also want to have the phrase "fluffy bunny rabbits in page titles, links, contents and headings - as well as photo captions.
Basically, your job as a site owner looking for AdSense dollars is to think about what someone interested in your site might be searching for on Google and other search engines, and then work it into your site in as many of the above locations as you can. If it means that you have to lose out on a snappy, clever article title, well... every revolution must have its martyrs.
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