Contextual linking services are the need of any web-based business, and many web marketing firms provide these. These services are based on identifying some terms present on the site, and then embed links there, while directing towards the pages of the advertisers.
A Google patent, granted recently, says that it is possible for web publishers to know the pages that can get links from Google. It will direct toward the search results of Google. If a user clicks the ad, then the owner of the site, where the ad was appearing, will get the compensation, but this compensation is totally dependent on the click made; this is just opposite to PPC advertising.
The patent is titled as “Method and system for dynamically generating search links embedded in content.” The inventors of this patent are Jeffrey Kenn, Grace Kwak, and John Fu.
Explanation Of The Patent
A link provider receives content from a computer. Then he chooses the topics for the content, and he generates the search terms. Now the time is to generate search engine links, while keeping in mid the search terms. Embedding of these search engine links is made after matching with the content as well as the search terms. A search for a search term starts, after a user selects a search engine link.
It is the responsibility of the page owner to mark the parts of the page, where the search engines can place embedded links. An article is marked only as a section, where search engine links are embedded. If instead of the article, the whole page is marked, then the links should be placed throughput the document.
The tags can also be assigned to the site parts, where the site owners do not want to show the links. These areas can be that of the copyright notice or the author description. A site owner can tell the search engines not embedding links against certain negative topics, or the terms that his competitors are using. A separate file is used for this purpose, or the page itself may have this kind of setting.
The pages that site owners allow to embed the links should be easy to crawl by Google. It seems signing up with Google’s AdSense is essential in order to use this facility. Google analyzes the content of the page that the site owner wants to have the embedded link, whether the terms are suitable for the embedding purpose. Frequency analysis and keyword extraction tools are used for that purpose. If the website is about pets and there are images of pets as well, then the search engine link generated for that site would also be about pets.
Search engine will look at other pages of the site that are not specified by the site owner as available for embedding links. This is to determine whether any other area is relevant for the links to be embedded. The terms that are generated for the links should have the terms present in the content as well as that do not appear there. An internet marketing company should have to consider this.
All these embedded links would become part of Google’s search results, which can be in the form of news and advertisements. An information box present along with the link will tell you more details about the embedded link.
All the discussion in the patent means site owners can make more money from advertising. Would it be possible for every website owner to have the search engine embedded links at his web pages? Some site owners say that it is ok, if the search results are shown the way they want, which means through Google Custom Search. Let us wait for the other comments!
This is a unique article written by Alexandra Brian and published on SEO Desk with exclusivity.