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Native Advertising

Definition

Native Advertising refers to a type of online advertising that matches the form and function of the platform on which it appears. Essentially, these are ads that blend seamlessly with the content, look, and feel of the non-advertisement content presented. The key idea is to create ads that don’t disrupt the user’s browsing experience. In SEO, native advertising usually refers to sponsored content that appears in search engine results pages.

Native Advertising Relevance For SEO

Native advertising can be highly relevant for SEO in two main ways:

First, native ads that appear at the top of search results essentially allow you to “buy” high-ranking placements. This can be an effective way to gain visibility for important keywords, especially competitive ones that are difficult to rank for organically.

Second, getting links from reputable sites through native advertising placements can help build domain authority and improve organic rankings over time. However, the SEO value depends greatly on the specific publication – links from authoritative sites are ideal but low-quality sites provide little benefit.

Overall, native advertising should be seen as a supplement to rather than a replacement for core organic SEO activities like content creation and link building. When used strategically, native ads can help accelerate SEO progress but they rarely drive sustainable rankings on their own.

Brief Native Advertising History and Evolution

  • Early 1900s: Advertorials emerge, integrating ads into editorial content
  • 1940s: Sponsored radio programs become popular in the US
  • 2011: The term “native advertising” is coined
  • Present: Native ads proliferate across digital platforms like social media and websites
  • Future: Native ads expected to continue growing as users abandon disruptive display ads

Over time, native advertising has evolved from advertorials in print to blended ads mimicking digital content across platforms. As ad blocking has grown, native ads have provided a way for brands to reach audiences while maintaining user experience.

Native Advertising Best Practices for SEO

  • Choose Reputable Publishers: Place native ads on authoritative sites related to your niche to maximize SEO gains
  • Ensure Transparency: Clearly label ads as “sponsored” to avoid issues with search engines detecting manipulation
  • Test a Variety of Placements: Experiment with different native ad formats and placements to see what performs best
  • Analyze Performance: Track metrics like clicks, conversions, and rankings to optimize native ad strategy
  • Diversify Approach: Use native ads to complement a wider organic SEO plan for sustainable long-term growth

The key is to leverage native advertising strategically – taking care to produce quality ads suited for the platform, monitoring performance, and combining it with lasting organic SEO efforts.