Search Engine Optimization With The Help Of Article Marketing

January 31, 2011 by FTS
Filed under Internet Marketing SEO

Article marketing on the internet is a promotional tactic used by companies to help their websites rank higher in Search Engine Results Pages, or SERPs. It is the adaptation of an old tactic to modern realities, where consumers increasingly shop online for more and more things, even groceries: article marketing had long been practiced by so-called old media like newspapers and radio, and it’s simply been updated to take advantage of the internet’s scope and reach. While not usually the sole source of success for a business even when executed properly, it does form an indispensable part of a wider promotional campaign.

Article marketing originally worked like this: a business would offer timely advice in exchange for being mentioned in passing. This amounts to free publicity for the business and free informative content for the medium; for example, a newspaper would publish an article by a local accountant on filing taxes during tax season. Such an arrangement benefits both parties as the newspaper gets something timely for its readers while the accountant receives, in effect, free advertising. In fact, it is even better than advertising, because consumers are very “ad-aware” and “ad-insensitive,” meaning they tend to resist being sold to – but article marketing presents a business in what may be thought of as a neutral light, insofar as the business is simply providing information and not actively pitching a product or service. Hence potential customers are psychologically more receptive to the business and its message, which they perceive as being neutral.

When consumers don’t feel like they are being manipulated or asked to spend money, they will naturally drop their guard. Article marketing allows a business to appear neutral, or even helpful, while getting the word out in a way that’s not perceived negatively – all for free. With the internet, article marketing is more powerful than ever, and arguably the number one marketing tool online. This is mainly due to the way computer search engines work.

It’s all very complex, which is why good Search Engine Optimization (SEO) professionals are in such high demand, but suffice it to say for now the key takeaway here is that search engines scan articles for keywords, then index the article with certain keywords according to a mathematical forumla called an algorithm to determine relevancy. Relevancy is what determines whether an article containing the word “widgets” is really about widgets or if it’s just mentioned in passing.

Relevancy is what determines SERP. And SERP determines site traffic, which leads to sales and profits for those indexed highly enough!

And that’s just the search engines – which can change algorithms periodically to throw off those SEO professionals who, in effect, try to game the system. But what about when a human being reads your article? It has to be informative while influencing the reader to actually visit your site! As can be seen, online marketing with articles is a complicated affair that is not even simple in theory, much less in practice.

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