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To prove this, do exercise we did above, or click on following link to Google. What you will find is that by clicking on Google results, and going into one of web pages in results set, there is no mention to www.orangejewelry.com (for example: Brazil.com) ; however, if you click on results cached page (for example: Cached) you can clearly see when page was indexed by Google and that your web site Overture advertisement is there!!! Amazing ha? The pros and cons are quite self-explanatory at this stage (I think) on one hand you get link popularity boost from Google by running an Overture campaign (go figure, why Google do this as Overture is its main competition). This is by far single most important factor to determine what sites are indexed by Google (see Google PageRank Information). On other hand these links are not 'real' rather 'loose' as once user clicks on them heshe doesn't get to your web site but to where your web site was advertised awhile ago.
My conclusion is pretty simple, if you have a new web site OR use Overture a lot to increase traffic to your web site, try to use this method smartly (for example, you can participate in categories in Overture that have many impression but low click rate, this will result in your web site ads are visible on net for GoogleBot but you won't have to pay much for Overture clicks). Whatever you do, keep in mind that once you stop your Overture campaign, these 'loose' links in Google will stay there for only few weeks. What I'm still puzzled about is why Google indexes pages with links to Overture and not pages with Google ads, which they can have financial gain from (not very ethical though).
Note: this article was published on 01/02/2005 and all links in this article are valid as of this date. Keep in mind that links to Google search results are likely to change every few weeks. If you read this article and it has broken or incorrect links, please contact me via e-mail at firstname.lastname@example.org.
In my next article I'll discuss effectiveness of Overture campaign to online stores.
Gil Hidas is a web master and a database specialist.