Every time we pick up a new client it is, for the most part, the same conversation back and forth as it has been since the beginning. Yes you need to be on page and no don’t worry about running banner advertisements on your website.
Not surprisingly a lot of people understand the need to be on page 1, but a point that doesn’t often get discussed is – you also want to be in the top 3 if at all possible. There are several reasons for this, the most obvious and important being if you’re at the top of the page the basic understanding is that you’re there on purpose. Your business knows what it’s about and is a leader in its field.
Banner ads are a bit of an odd one to discuss with site owners, especially with how outdated of an advertising model it really is. Don’t get me wrong they definitely had their place, and still do to a degree, but the use and focus of them needs to adapt in order to best capitalize on the real estate that they use on a website. They’re not frequently clicked for example, but that’s no reason to not make the content on them highly relevant or click bait worthy.
I felt it was a couple of points to discuss after reading an article that included handy heat mapped images. If you’re unsure what a heat map is, the simplest explanation is it’s a graphical view of what a user is focusing on the screen or clicking on with their mouse. There’s some interesting points to note in each image, and each image supports the discussions we’ve had with clients in regards to how people use the web and potential visitors may use their website.
On the Google results page for example there are a couple of points to consider, the purple X markings are mouse activity, where the user has clicked on the page with their cursor; the red lines are approximate comparisons of monitor resolutions. Knowing those two pieces of information if it wasn’t readily apparent before then it should be entirely clear that being number 1, 2 or 3 is almost a mandatory result where the search results are concerned. We often get into a discussion with clients where we talk about being ‘below the fold’ that is the area of the screen where a user has to scoll in order to find them on the results page. Knowing that bit of information and using the red lines as approximate screen size and resolution it’s a clear cut example of being at the top of page 2 (if the visitor ends up there) is more beneficial than being at the bottom of page 1.
The second image with the banner ads highlighted in yellow are a clear demonstration that when users visit your website, banner ads just are used so infrequently that they hardly register on the heat mapped areas. That doesn’t mean however that they’re not completely useless, they can still absolutely be used for brand awareness and if you were to leverage your own banner areas to promote specials or sales on your website you would absolutely be able to take advantage of the real estate on your site.
Have a closer look at the heat mapped images attached, then have a look at your search results for your search terms and your website – how would your site stack up?