Embedded Text Ads and Why You Want As Many As You Can Get

Quite simply, an embedded text ad is a link to a web page located within the content of a web page on another site.

For example, say you have a web site selling horse blankets and I have a site devoted to horses. One of my pages is a how-to on the right way to saddle a horse. My page will naturally mention a horse blanket in describing the proper saddling procedure. If I took the horse blanket phrase and used it as the anchor text for a link to your site, then it would become an embedded text ad.

The importance of links (which in this case is an embedded text ad) to the algorithms of the search engines is well known. When Google filed its patent application they included a section entitled "[0118] Unique Words, Bigrams, Phrases in Anchor Text," which is all about links.

So, now we know that not only does Google, and other search engines for that matter, place importance on the number of links pointing to a particular site, they are also looking at other factors, including the quality of the links.

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As for quality, the search engine will put more value in a link from a relevant, on-topic site than it will one that seems to come from out of the blue. Getting back to our horse site analogy, a link to your horse blanket site from my horse site will be seen as more relevant than a link coming to you from a pharmacy site, unless it is a veterinarian pharmacy.

Something else to keep in mind is the anchor text of your links. Ideally, you'll want to use your main keywords, but vary the phrasing. If all your links contain the same anchor text they may be discounted by the search engines. So, for your horse blanket site, you may want to use phrases such as "blankets for Arabian horses," or "Native American horse blankets." Use your imagination, just don't make too many of them say the same thing.

When planning your text ad campaign target as many as you can get. Get them from relevant web sites or pages, and vary your anchor text and soon your web site will start climbing in the search results pages.