What Advertisers Want

From reading recent posts at IZEA, which owns PayPerPost it looks like they are pressing ahead with the switchover from rating their postie’s blogs by page rank to the more realistic Real Rank.

Good news for bloggers?

Well, it should be in an ideal world. But the reality is not ideal.

Everything would be fine if the advertisers themselves were more interested in the exposure that high traffic blogs will give their businesses online, just as they do when they spend many thousands of dollars on advertising in magazines and newspapers. But online is a different kettle of fish altogether.

Whilst blogs and especially high traffic blogs present advertisers with a very good medium for getting their message across, the underlying mindset of advertisers is that it is not enough and there are much greater rewards to be had in viewing figures from a high placement in the search engine page results (SERPs). To achieve this relatively quickly, the best way is to procure back-links from other sources which give the search engines the illusion that the advertiser’s website is popular and therefore merits a high placement in their SERPs.

All would be fine if that practice were being allowed to continue unabated, but Google have other ideas…

Part 2

Following on from Part 1 of this eye-opening article, where we started to look at the impact on bloggers and advertisers by the replacement of page rank with Real Rank by PayPerPost as a measure of a blog’s eligibility to accept higher paying review opportunities, we now look at Google’s take on this.

Google’s stance is that the practice of generating paid reviews of advertisers sites, which is nothing more than buying links, is effectively gaming the system and giving an unfair advantage to websites who can literally buy their way to the top.

All would be fine if the sites that were doing that were highly relevant to their search keywords and provided a useful and informative service. But the vast majority do not, and are simply buying their way to the top in order to dupe surfers into clicking on their sites which offer no real benefit in the hope that the surfers will simply click on their ads and move on.

This, of course make the site owners a lot of money – far more than they spend on buying links to get them to the top in the first place.

So where will this leave the paid review companies who are losing their high PR bloggers daily as the Google scythe cuts a swathe through the ranks of review writers? Well, replacing page rank with any other system is simply no use, as all the vast majority of advertisers want is the link, which is what they are paying for. As the number of high or even medium ranked blogs gets fewer and fewer by the day, this source of link juice is rapidly drying up.

No link juice means the advertisers will look for other sources of obtaining links.

What will that mean for the bloggers?

Part 3

Continuing on from the last part of this hard hitting article, where we looked at Google’s stance on website owners buying links in whatever form but particularly that thinly disguised as a paid review of their site.

We left you wondering what this hard line would mean for bloggers who are having their page ranks systematically culled for writing the reviews which contain links to the advertisers who are paying for them.

Well, there’s not much a blogger who has lost his page rank can do if he want to continue to write paid reviews. He won’t get his page rank back until he stops or he includes the “nofollow” tag in any links he posts. At the moment, bloggers that write paid reviews can’t add the “nofollow” tag because it will break the review sites TOS and will lead to their account being suspended.

PayPerPost have announced that they will be including a system where bloggers can includethe “nofollow” tag in certain advertiser’s links which will be a setting advertisers can choose when submitting their requests.

On the face of it, that sounds very promising, except it doesn’t take one very important factor into consideration.

That is that most advertisers only want to pay for reviews that contain link juice. No link juice, no pay. Simple!

No matter what anyone else tells you to the contrary, you’d better believe it – that is the way it is and nothing will change it save Google removing all page rank and finding another way of rating it’s index.

Can’t see that happening any time soon!

So as long as there is Page Rank, there will be website owners who will try to game the system to improve theirs and their subsequent placement in the SERPs.

As long as Google are culling any blogs that sell links, there will be fewer and fewer blogs available to write the reviews and sell those links. Advertisers will only have limited interest in PR0 blogs, although some will still use them for quantity rather than quality of back-links. Expect the level of payments to drop significantly for your reviews when you’re PR0! Advertisers aren’t going to pay much for a PR0 link – when you think about it why should they?

So the upshot of all this is from the review blogger’s perspective is that we will be seeing far fewer review opportunities coming available as advertisers look for other ways of procuring links.

This particular gravy train looks like it’s coming to the end of its line!

Is there anything bloggers can do?