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Sponsored links are used on the web to promote and position the brand. This element can therefore form part of an advertising strategy, taking the form of a discreet advertisement. Most often, such links are published on the pages of popular websites that have a wide group of engaged recipients – industry blogs, forums, news and local websites. Relatively the most effective are sponsored links placed in substantive articles that thematically refer to the promoted website.
Sponsored links – what are they?
Sponsored links have been present on the web for years. It is a form of advertising used by both large and small brands that want to use the Internet to expand their reach and attract new customers. These types of links can take various forms – sponsored links are often placed in the text in the form of a URL or anchor (anchor), they can also be hidden under graphics, and the user will be redirected to a specific page after clicking on the image. All these links, despite their various forms, have practically the same goals. Online companies publish them on external portals to build recognition and attract customers. Most often, sponsored links go to articles. Then, such content has a special designation such as: “Advertisement” or Sponsored Article “. Such publications are provided by many popular portals, including news sites that many Internet users read every day to learn about fresh information from around the world. Among all the articles on such a site, there will always be a few that were written by an outside company to promote your own business. It is in this content that sponsored links are found.
Why are sponsored links important for promoting my site?
Continuously sponsored links are a vital part of the marketing strategy of many online brands. First of all, they build recognition as long as they are placed on popular portals that have a wide range of regular recipients. Such links should be placed within websites that are linked by subject. Remember that sponsored links should go only to reputable portals, then your brand will to some extent be associated with the publisher of the article (or other sponsored material). A properly developed strategy may make the links – apart from recognition – additionally provide traffic and conversion. Many sponsored link brands expect such an effect, but it is not always achievable. For your links to produce conversion results, they should be placed on portals with a close thematic connection, and the promotional material (article) itself must be really interesting and valuable. It is worth mentioning that sponsored links included in quality publications build an expert brand image in a specific industry. In addition, links on external portals have an impact on the SEO of the website. Google’s algorithm treats links as “recommendations”. Such links are therefore an important ranking factor.
Note, however, that a sponsored link only transmits power if it has the dofollow attribute. However, if the link has been marked as nofollow, the following text will appear in the source code of the website: that sponsored links included in high-quality publications build an expert brand image in a specific industry. In addition, links on external portals have an impact on the SEO of the website. Google’s algorithm treats links as “recommendations”. Such links are therefore an important ranking factor. Note, however, that a sponsored link only transmits power if it has the dofollow attribute. However, if the link has been marked as nofollow, the following text will appear in the source code of the website: that sponsored links included in high-quality publications build an expert brand image in a specific industry. In addition, links on external portals have an impact on the SEO of the website. Google’s algorithm treats links as “recommendations”. Such links are therefore an important ranking factor. Note, however, that a sponsored link only transmits power if it has the dofollow attribute. However, if the link has been marked as nofollow, the following text will appear in the source code of the website: Note, however, that a sponsored link only transmits power if it has the dofollow attribute. However, if the link has been marked as nofollow, the following text will appear in the source code of the website: Note, however, that a sponsored link only transmits power if it has the dofollow attribute. However, if the link has been marked as nofollow, the following text will appear in the source code of the website:
<a href=( URL address → rel=(nofollow →) or <a rel= →nofollow → href= → URL address → anchor</a>
Such a link is of marginal importance in SEO as it does not convey any power influencing the position of a website in Google’s organic search results. Remember, however, that a sponsored link with the nofollow attribute can still build brand awareness, recognition and the image of an expert. As you can easily deduce, links placed on external websites usually cost money. You can use a dedicated platform, such as WhitePress, to search for publishing places.
Pros of sponsored links
Treat sponsored links as part of your content marketing strategy – externally published content may interest recipients, which will expand the group of potential customers. You don’t need to publish a lot of these kinds of links. One wisely published sponsored link can significantly expand a brand’s horizons. Remember that the distribution of links must have a purpose. Sometimes it is a support for link building campaigns (important in SEO, links must have the dofollow attribute), and other times such publications may inform the community about, for example, the implementation of a new service or the sale of an innovative product.
The advantages of sponsored links are:
- Building network recognition,
- Building the image of an expert,
- Expanding the audience and increasing visibility,
- Positioning support through dofollow links.
Cons of sponsored links
Of course, the publication of sponsored links on reputable websites with high traffic involves considerable expenses. Therefore, a complex strategy requires an appropriate budget. Remember, however, that you do not have to immediately apply for publication on a large website. There are many small and medium-sized thematic portals that also offer sponsored publications with a link. You just need to avoid sites created solely for the placement of such links – most often these are spammy websites, which primarily put out promotional content. As a result, such articles simply do not click and are worthless, even if they are texts of the highest quality. What’s more, a large group of users are reluctant to sponsored content with a link. There are a lot of them on the web, which is why they are mainly treated as ordinary advertisements.
The disadvantages of sponsored links are:
- Publishing links on reputable portals is a high cost,
- Inappropriate placement of links may cause your brand to be badly associated (negative image),
- Many users are reluctant to sponsored content, treating it as an advertisement,
- Such a strategy requires the preparation of valuable content, and for this you need knowledge and time.
Overall, sponsored links have many advantages and can be a fundamental part of your marketing strategy. It is worth taking them into account when preparing content for your blog. A qualitative article published externally is often a rich source of traffic and conversion. In some industries, sponsored links work especially well – they are used, for example, to promote local businesses by publishing content on regional websites. Of course, this type of brand promotion can be used by virtually any company. However, materials should be published in appropriately matched and carefully selected places.
Appropriate website structure, errors on the page, correct URL addresses – such issues significantly affect the effectiveness of positioning, therefore the skillful creation of redirects on the website should be one of the important elements of the positioning strategy. However, you should remember about moderation – the lack of redirects is a serious problem, but their excess can also weaken the website. Correctness and optimization of implementation are important in developing User Experience. The smoother, more convenient and easier a given user browses a website, the more time he or she will spend on it and the more likely to return to it. Redirects affect not only website traffic, but conversion as well. Consider online stores – each time a potential customer encounters a 404 error, the chances of it being that he will decide to continue browsing the assortment and the final transaction. It is worth regularly monitoring the operation of the website and checking if all redirects are functioning flawlessly, then we increase our chances of quickly detecting any errors and fixing them before it has a negative impact on the operation and effectiveness of the website.
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