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Balancing SEO Against The Needs of Your Article's Audience
Copyright (c) 2008-2010 Hunter Waterhouse
Article marketing continues to be a proven method for generating traffic to our websites and developing good search placement, even after all of these years. I have been reading articles online since 1995, and I continue to read a few dozen articles per week on subjects that are dear to my heart.
Some Claim That Article Marketing Does Not Work
Now and again, I will read a thread in a forum somewhere where somebody claims that article marketing does not work.
Some article-marketing critics will admit that they have only distributed only one or two articles. Well yeah, I can see why article marketing did not work for them - because they did not work at making article marketing profitable for them.
Article marketing is like any other method of advertising. If you don't make a real investment in it, then you cannot reap great rewards from it.
The Marketing Rule Of Seven
Advertising professionals speak of the "Marketing Rule Of Seven," which suggests that a consumer must see your marketing message at least seven times before they start to pay attention to your message. The pros also suggest that once seven exposures have been achieved, the consumer will make a subtle, subconscious connection to the advertiser. Recognition brings rewards, in that after seven exposures to an advertisement, consumers will start to feel as if they know enough about the advertiser to trust their sales message.
If television, radio and print advertisers understand that a company's sales message must be seen or heard at least seven times, then why would you - the Internet marketer - think that you can write a single article and see the full benefit of the medium?
Successful Article Marketing Requires A Commitment To The Reader
All commerce on the Internet is driven by information, such as written sales messages and information about products and services. Some websites also benefit from generic information concerning topics that their potential clients will be interested in reading. For example, if a website sells plumbing supplies, the consumer may find the availability of information about how to remove the old fittings and how to install the new plumbing equipment, as an essential element of their purchase decision.
Article marketing when done correctly will not be a boring, blathering of search engine optimized keywords related to a product or service line.
Article marketing, when done well, will provide information that will be of real interest to the person most likely to buy what you are selling.
For example:
If you are selling auction services, give the reader tips to help them make more money from the sale of their goods in the auction environment or how a buyer can find a good deal.
If you are selling auto warranties, tell the reader how to uncover the best value in an auto warranty plan and what features to seek.
If you are selling resume services, give the reader advice on how to write their own resume.
Article marketing when used well can help a company establish itself as an expert in the field, and it can help show a reader why hiring the author's service might be better than a do-it-yourself project. As an example, with the resume advice article, once the reader sees how comprehensive your knowledge is and how detailed a resume should be, the reader may just decide that using your resume writing service will be much more productive than the do-it-yourself resume.
Just Like Lawyers, Writers Specialize Too
Beyond the cost of labor, content development is usually the second most expensive expenditure made by the online vendor. It is important to note that just as there are lawyers who specialize in one area of law, there are also ghostwriters who specialize in certain types of content creation.
People who write sales copy are referred to as "copywriters." Copywriters are people who understand the nuances of how to make people buy what you are selling.
They understand that replacing a single word in the sales copy could mean the difference between lukewarm sales numbers and red-hot sales numbers, and they know which words to change.
Some professional copywriters have a proven track record of writing sales copy that has generated millions of dollars in sales - people such as Frank Kern, Dan Lok, and Joe Vitale. These guys know the value of their copywriting skills, and they charge accordingly. If you ask them to write sales copy for you, don't be surprised when they quote you a price in the range of $5-20 per written word.
Other writers might specialize in writing books, brochures, and articles. Some writers specialize in the smaller word counts, like the folks who write greeting cards and book jackets.
Finding The Best Writer For Your Needs
The kid down the street who writes part-time for the newspaper may or may not be the best person to write your online articles for you. One reason is that people who write for offline publications seldom appreciate the importance of keywords in an article for search engine marketing purposes.
Note this article for example. Our purpose is to show you how you can use article marketing as a successful marketing tool for your business. We also want to show how the articles should appeal both to the reader and the search engine algorithms.
With these thoughts in mind, when you are finished reading this article, read it a second time to see how many variations on the following SEO keyword phrases can be found in this article: article marketing, search engine marketing, keywords, advertising, content creation, writers and copywriting. Of course, copywriting is not the kind of writing we do, but people who do not understand the specialization of writing skills might type "copywriting" or "copywriters" into their favorite search engine to find someone who writes informational articles.
One never knows precisely what the public will use as their search keywords when they go to the search engine to find information. That is the very reason why a good online article writer must strive to showcase a range of similar keywords within the context of an article.
Your Article Marketing Strategies Influence Your Overall Success
We know that some people tell you that the only reason to write an article is to get a link back to your website. What most of these people don't tell you is that most websites that accept reprint articles do so, only after a human has reviewed or at least scanned the article.
An article that does not read well will never be published on a top-tier website. Yes, some websites may accept a poorly written article, but more sites will only accept well-written articles.
A reader who is not impressed with your article will seldom reach your resource box, so the link back in the resource box can only give value to your website from the search engines - maybe. The search engines generally only give value to articles on good websites or those placements that have lots of links pointing to the article within the website. Bad articles don't get published on good websites, and they do not attract links.
As the Marketing Rule Of Seven should indicate, multiple articles generate a long-term wave of new links and potential visitors to your website.
Consistency is also important to a successful article marketing campaign, in that releasing weekly articles will enable your readers to see your marketing message regularly.
Finally, the smart use of a variety of related keyword phrases will strengthen the ability of your article to appeal to the search engines and the people who use them.
If you can balance the needs of your article's audience against your need for search optimized content, then you can benefit handsomely from your article marketing campaigns.
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Hunter Waterhouse has been ghostwriting and building websites
since 1999. He is ready, willing, and able to put his experience to work for Main Street Businesses that seek to generate walk-in traffic to their stores, from the online exposure of their business. To learn more about how Hunter can help your offline business, review his Local Online Marketing programs at http://onlinemarketinglocal.com/local-services/
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Top-Level Category: Business Online Articles || Related Categories: Writing and Speaking Articles
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