Q&As

How can I use keyword advertising and search engine optimisation?

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Published on LexisPSL on 04/12/2013

The following TMT Q&A provides comprehensive and up to date legal information covering:

  • How can I use keyword advertising and search engine optimisation?
  • What is keyword advertising?
  • Why use keyword advertising?
  • What are the legal issues around keyword advertising?
  • When does keyword advertising lead to trade mark infringement?
  • Is search engine optimisation a good alternative?
  • What are the legal issues around SEO?
  • How can I use keyword advertising and SEO to drive traffic to my website?

How can I use keyword advertising and search engine optimisation?

What is keyword advertising?

Keyword advertising is a service offered by search engines whereby an advertiser can pay for a link to its website to appear when a certain search term is entered. These links will appear in the 'sponsored links' section of the search results as opposed to the natural search results that normally follow underneath. For example, a central London restaurant might pay to have its website appear when a user enters search terms such as 'Covent Garden restaurant' or 'eating West End'. Google AdWords is the largest keyword advertising system whereby advertisers bid on search terms and the highest bidder receives the top ranking.

Why use keyword advertising?

Keyword advertising can be effective. Research has shown that most users do not trawl through pages of links but are more likely to select from the first few websites links. However, keyword advertising can be ineffective if advertisers do not select appropriate keywords. For example, if a high street fashion store uses a keyword 'designer handbags' this is misleading and likely to frustrate customers looking for a specific type of purchase. Irrelevant keyword advertising is common and has led to 'ad blindness' where some consumers choose to look at the natural search results which may be more relevant than the paid

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