Advertisment can kill your website and SEO in these 5 ways

by | Sep 19, 2016 | Search Engine Optimization | 0 comments

Google’s decision to remove Adsense’s three ad  limit seems to have been largely driven by a “mobile first” strategy, as mobile sites don’t have the same restrictions as desktop in terms of space and user interaction. Scrolling is not as likely a deterrent on mobile sites. This leaves more space for advertisement inside the “page.”


So, Why not! let’s put more advertisement in the page and make more money! That idea is misguided but seems to be the prevailing thought. This is not really a viable long-term strategy. Not only is this against the spirit of Google’s guidelines, but In fact, more ads can often mean less money in the long run. How can this be, though? Are advertisments killing your website?


1. The numbers could work against you

The more advertisements a webmaster puts on the site, the more money the site owners will make. It would seem to make sense. This is often not the case however, not long term at least.

All of these add to your site’s page weight — and after a while, downloading a page heavy with advertisements  could be like running with weights.While you’ll make more money in short term by having more advertisements, they can cause the site to get dragged down in resource calls, uncompressed image downloads, and excessive scripting.. That’s true even when the advertisements like Google’s AdSense are loaded in the background.

2. Spiders are idle

Spiders don’t like to be slowed down, and they are especially upset when they have to work extra hard to get to your content. For the spiders trying to crawl your site, every ad becomes a potential obstacle. There is a lot of content out there, and the spiders use a lot of resources. Overload them, and they move on out of necessity. So why does this happen?


Google has what is known as a “crawl budget.”  This is the amount of resources Google will use to index your site. Every resource call is a potential place for the spider to dump out of the crawl of your site because of excessive trips to the server and back causing delays in page render.There is no specific set limit to the crawl budget, as every site is unique. Advertisement  network failing to compress images, scripting errors, these are situations where the crawler is likely to stop indexing your site. Advertisements create issues if not implemented intelligently. The advertisements themselves are usually not the issue.


3. Are you Top Heavy?

To prevent sites that were “top heavy” with advertisements from ranking well in its listings, back in 2012, Google announced the “Top Heavy” algorithm

The recent change to Google’s AdSense rules suggests that they may now be looking at the pages differently. Instead of a limit of 3 AdSense units per page,  Google will now be taking a more general negative view on “pages with more advertising than publisher-provided content. This means that there will be potential reduction for pages that contain more advertisement than content.

So when you view your page as rendered, what do you see? Do you see page content, or advertising? Be safe and make sure your page content is the dominant visual. If you only have a few pages with this issue, don’t worry about it. Note that this algorithm looks at page aggregates. If you have more ads than content on large sections or use an ad template across the site, you will want to review how to better balance the two.


4. Avoid Using Instant Play Video

Ads like the auto-play video with sound, the auto-play video without sound, the disappearing auto-play, and the disappearing auto-play video with sound that turns on even if the user had the sound turned off. are so negative that users have started to avoid sites that have these ad types.


If you use any of these on your site, it’s best to remove them. You are not likely getting the return you think you are.There is only one bit of advice here, and that is this:  It is more likely users are just trying to turn it off and clicking through by accident. You are more likely angering them. Just don’t, ever use any of these. The only one that is tolerable is the video without sound, but it is still annoying, so really just don’t.


5. Burning man

What are burn rates? Burn rates are how fast you turn off your audience due to bad site practices, especially in advertising. It is the most important aspect of how ads are destroying your site. By creating slow page loads, ad heavy design, blocking content, and auto-playing videos, users are getting turned off at a faster and faster rate. This has led to the growth of ad blocking.


According to a recent report by Page-fair and Adobe,“The estimated loss of global revenue due to blocked advertising during 2015 was $21.8B.” Poor advertising practices are causing users to download software which makes sure they never see those website’s again.


Prevent the insanity

If publishers and advertisers don’t mend their manners, there will be dire consequences. The great news? It doesn’t need to be this way. The IAB’s research report notes that there are some easy methods to get users to turn away their ad blockers. They’re to:



  • Ensure that advertising would not have auto play sound or video in surroundings where they aren’t expected by the consumer.



  1.     Make sure that advertisements don’t block content.


  1. Ensure that advertisements don’t slow down browsing.


Don’t be penny wise and pound foolish. These make the experience better for users. Making sure you are working with a proper and positive ad strategy will help prevent your site from suffering from devaluations in Google, and invisibility issues with users. Remember, once a user is burned, it is nearly impossible to get them back.

Is it worth it for an extra ad space on the page?


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