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How To Use Article Marketing For SEO Purposes

As an SEO consultant I do a lot of reading and one of the things I happened to stumble upon recently was a comment that article marketing is a waste of time. I have a big problem with this comment for 2 reasons.

- It is completely false

- The person who made the comment had 80% of their back links from article directories

Let me tell you this now, article marketing still works, in fact if you analyse the links of any of the top sites you will find that they have used article marketing, directory submissions and reciprocal links, actually a site I was looking at yesterday had 90% of it’s links from various directories and sat at the top of Google in a highly competitive niche.

So these kind of back links work then?

Well unfortunately like anything it is not quite as simple as that. You see just pasting random articles all over the place is never going to give you the search engine optimisation results you want. You have to optimise your articles, press releases and directory listings the same way you optimise you pages.

OK so let me just tell you exactly how I would optimise an article.

1) I would ensure that the article title I was going to write matched the keywords in the title of my page.

2) I would look to link back to my sub domains as well as my home page.

3) Try and make your article over 400 words and include keyword variations within the body.

4) Anchor your back link with the main keywords from that page.

5) Submit it to as many directories as possible.

Remember the ultimate aim for Google optimisation is to keep everything as relevant as possible.

You should structure your press releases and directory submissions in exactly the same way in order to achieve maximum effect.

I think the reason people dismiss article marketing is simply because they do not provide much page rank, this is true but even the lowest ranked article directories provide some link juice.

To look at this strategy in a little more detail I looked into some SEO companies to see how they had built links for their clients. (I can’t name them for legal reasons) I took 2 companies from the UK and 2 from the US and I also looked into one that was based in India.

A familiar pattern could be seen when you looked at testimonial lists. Article marketing, press releases and even one of the companies which was based in India had resorted to comment posting on forums and blogs, which any good search engine optimiser should know, carries very little in terms of link juice.

One thing I did notice was that only one of the companies were publishing quality articles for clients the rest were simply posting various articles on various topics everywhere on the net.

I really wish I could show you the examples but I fear law suits and don’t have the time or funding to fight them.

So if you are doing your own search engine optimisation work, try and follow the rules above when it comes to article marketing, if you are paying a company or an SEO consultant, check your links each month to ensure they are quality and not spammy. (Personally I think this should come in a report each month if your paying, however 80% of other consultants don’t)

Until next time

Tim,

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Author: Tim (254 Articles)

is the owner and editor of SEO wizz and has been involved in the search engine marketing industry for over 9 years. He has worked with multiple businesses across many verticals, creating and implementing search marketing strategies for companies in the UK, US and across Europe. Tim is also the Director of Search at Branded3, a Digital Marketing & SEO Agency based in the UK.

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{ 6 comments }

Ben Sykes January 28, 2009 at 8:57 am

I do find that article writing does work, but it is such a thankless task with links being awarded on such a random basis that I’m not sure if I am going to life long enough to see the value of this way of marketing suceed on a time versa results basis

Tim Grice January 28, 2009 at 11:30 am

Ben don’t get me wrong article marketing is by no means the be all and end all but I think it helps to publish a couple of articles a week to your favourite directories.

For example Google follows all my links from Ezinearticles, goarticles and articlebase. I also use a few other seo only directories but generally get some good links.

More than anything it is great for building your keyword theme by anchoring your text. For a fully effective campaign I feel you should look to use every link building technique but don’t be afraid of submitting a quality article on a consistent basis.

Thanks for your input, by the way love your site design :) Maybe when I get a little better skilled I’ll experiment, as design is one of my weak areas.

David Leonhardt February 3, 2009 at 6:56 pm

I love article marketing. First, because writing is so much more fun than other things we SEOs have to do. Second, because you create links that are so completely keyword relevant to the page you are linking to and the page you are linking from. You can’t ask for better optimization. And third, because the success rate is so much greater if your article is even half good.

Tim Grice February 4, 2009 at 1:58 am

Your preaching to the converted David :)

And I know what you mean about writing quality articles, I wrote an article a month ago submitted it to ezinearticles. Now it has been re published 147 times with 10 of the links coming from relevant PR3 pages. :)

Thanks for dropping in.

Chaunna Brooke February 10, 2009 at 5:03 am

Article marketing is never a waste of time. This has worked to the advantage of many sites, and can work for others too.

Tim Grice February 10, 2009 at 5:11 am

Hi Chaunna,

Thanks for sticking around :)

I have just updated my blog with a full article writing guide for those that wish to write themselves. I have to say article marketing does work especially for building your keyword theme. If others think it is a waste of time that is great, less competition. :)

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