What Advertisers Seek in a Host Site

Websites that are ranked for the same keyword topic as the advertiser's site, or offer material that relates to the keyword topic of the advertiser's Website, are the most valuable places to place a text link ad. If the advertiser's site is about pet supplies, for instance, they'd look for sites that deal with pet supplies, veterinary services, pet shops, kennels, pet care magazines, animal training, or dog shows.

It's best for the advertiser to stick with the exact keywords for which they'd like to rank, but related words and synonyms can also be helpful. If they're placing a lot of text links, the advertiser might consider varying the copy to help prevent their being filtered due to duplication.

The keyword supplies is related to suppliers, distributors, and manufacturers. The advertiser would make sure they got a link from their supplier or distributor, and even from the manufacturer in their product category. The advertiser's text link ad will use their targeted words in the title area. They might also use stemmed variations of those words, and related words, in the description. Some text link ads use keywords only within the anchor text.