When it comes to website optimization, businesses must take user experience into account, and not overwhelm visitors with advertisements or irrelevant content. In some instances, trimming the fluff – even when designed exceptionally – can increase site stickiness and compel prospects to convert.
Brafton already reported that the No. 1 reason internet users would block a site from search is too many advertisements above the fold. Google has unique algorithms in place to limit this from appearing in search, but other poor product placement clips and irrelevant sidebar ads may push readers away, too. According to a March 2013 survey of adult U.S. users from InsightsOne, more than nine in 10 people reported encountering annoying ads somewhere on the internet.
The source noted that ads in email content and on website sidebars were the second and third most annoying ad placement options. Respondents also compared social-media ads to print junk mail. Perhaps most telling from the InsightsOne survey is that 60 percent of surveyed respondents acknowledged being annoyed by ads for products or services they did not need or want. More than 33 percent of people said they would leave websites with too much irrelevant and invasive content, and 10 percent would stop using advertised products altogether if promotional copy was too intrusive on the web.
10 percent would stop using advertised products altogether if promotional copy was too intrusive on the web.
Brands know they have to use the web to increase their bottom lines and improve website conversions, but they can do more harm than good by populating the internet with an abundance of ads or overly promotional content. Marketers must strike a balance between educational and informative content marketing and overly optimized web strategies. Even the most influential businesses can outstay their welcome by conveniently placing ads for their products or services in every corner and crevice of the ‘net.
Content marketing helps companies minimize the negative consequences of web marketing. Brands engaging in content writing can publish SEO content to their news or blog sections, and have web searchers find products and services in search. This organic process helps brands increase sales and strengthen relationships with new and existing customers. Marketers who split their budgets between paid ads and content creation might want to allocate more toward organic processes, as well-written blog content can engage – not annoy – customers. Useful information may not gain the immediate visibility of ads, but it may produce more positive sentiment and better long-term results than targeted ad units in search, on websites and via social media hubs.