If you are an online publisher, and someone want to place an ad on your website, why would you refuse the opportunity? There are many reasons why you would (and should) turn down certain advertisers.

They Do Not Fit Your Website: Do you run a gambling website? If not, would links or banners to gambling websites really fit? Would your visitors appreciate them? Gambling and pharmacy sites try to get links from anywhere they can. If they do not fit the classification of your website or are from a distinctly different neighborhood, you should consider refusing the ad. Linking to shady domains could actually cause search engines to penalize your site.

They Offer Bad Terms: Sometimes someone will want to pay you to link to them FOREVER for a set price. These are bad terms, and you should not bite at them, even if the money is good. Getting a one-time fee for a permanent link could prevent you from selling that space when your site is more successful and you can command better advertising rates. In short - if you think the terms are too good for the advertiser, they probably are.

The Ad Goes Against Your Ethics: While it helps to be flexible and work with advertisers whenever possible, sometimes you just can’t accept that once-per-day-700X400-pixel popup ad request. If an ad is too intrusive, you may tick off the most important party of all - your visitors. In the end, its a balancing act between what you want, your advertiser wants, your visitors will accept, and the money exchanged.

The Advertiser Is Likely A Spammer: This is similar to the first point above. If you think (or know) that the potential advertiser engages in naughty Internet practices, do not link to them.

Always check out your potential advertisers, particularly if you are directly linking to them from your website. Visit the website, check out their backlinks, how long the domain has been around, and read what others are saying about them.

To avoid attracting unwanted advertisers, clearly post your ad requirements on your Marketing page and/or your Terms of Use page. State exactly what opportunities are available for what time periods and, if possible, provide ad spec examples. It’s a lot easier to refer to your existing policies than to arbitrarily ‘make up’ a reason why you are refusing an ad. Being up front is always the best policy.

And if you have to turn down the occasional advertiser, just remember that you are simply leaving room for other advertisers who will better fit and ultimately provide better value to your visitors.

When building backlinks, there are good links, there are better links, and there are authority links. In some cases you can control where and how other websites link back to you. Properly implemented, you can build a stronger link network that will help your search engine rankings and provide more quality traffic.

Below are the basics in creating effective, authoritative backlinks:

Use Proper Anchor Text: The proper anchor text in a link is essential. Rather than linking using your site name as the text, use the desired keyword as the term. This helps build link relevancy between your term and the web page that it links to. And whatever you do, don’t do THIS:

“For more information, visit our website here.”

That gives your website credit for the word “here”. Ugh.

Target Correct Pages: In addition to the proper anchor text, make sure your backlink targets the correct page on your website. If your website sells “Widgets”, use widgets for any link that goes to your website homepage. If you are targeting “Red Widgets”, make sure your link points to the page on your site that focuses on Red Widgets. Generally speaking, make sure each page of your website is ‘thematic’. If you sell both Red and Blue Widgets, make sure you have a separate page for both, and that any links you can control point to those pages properly.

Link From Topical Neighborhoods: Similarly themed pages share backlinks. While you should certainly avoid bad neighborhoods, try to link to and get links from websites and pages that are topically similar. This helps build further link relevancy.

WebAdClassifieds.com categorizes publishers so advertisers can find online advertising opportunities* from thematically relevant sites. Using the tips above, you can make the most of your advertising investment.

* See? That’s an authoritative link! Proper anchor text to the correct page, from a properly topical website.

Update: Checkout deeplinkit.com to create a deep link business and social profile.

The publisher website detail functionality for WebAdClassifieds.com has been completed. This will allow potential advertisers to automatically access more information about the publishers who offer online advertising.

The additional domain information will include the following web statistics:

Website Address
PageRank
Alexa Rank
Google Results
Yahoo! Results
AltaVista Results
AllTheWeb Results

In addition, direct links to the following information services will be available.

WhoIs Record
Complete.com Snapshot
AboutUs.com Entry
Builtwith.com Profile

Of course, to see this additional publisher domain information, the visitor will need to be logged in. This is to keep a level of anonymity for the publisher (if they so desire), and it provides an advertiser an added benefit for becoming a member. Either way, advertisers will still be able to contact publishers through the site if they are interested in their advertising offerings.

This information will help online advertisers make intelligent decisions as to where they purchase online ad opportunities. After all, nobody wants to be linked from a bad neighborhood…