Search engines determine their rankings based on two
things:
Only when you address both of these considerations
are you guaranteed of making an impact. Your degree
of success depends on how hard you try and how many
other people you're competing against (and how hard
they're trying).
Optimizing your site for keywords is the easy part.
(See Writing
SEO Copy for more information on SEO copy.) Generating
links back to your site is much more challenging –
and time consuming (especially considering Google's
dampening link filter - see Beat
Google’s Dampening Link Filter with SEO Articles).
But it can be done; and you don’t need a huge budget.
The key to topping Google on a budget is writing articles.
Here’s how it works…
STEP 1) You’re an expert in your field
so you possess knowledge that other people want.STEP 2) You write a helpful article –
sharing your hard-earned knowledge and expertise.STEP 3) You submit your article to recognized
“Article Submit” sites on the Internet.STEP 4) Publishers of online newsletters,
ezines, etc. gather content from these sites for free.STEP 5) Helpful, well written articles are
snapped up by thousands of publishers from all around
the world.STEP 6) The only condition is that they must
publish the article with a functioning link to your
site.STEP 7) 300 people publish your article –
you get 300 links back to your site.
Below are some FAQs about article writing that will
help you write your articles and manage your campaign.
Q) What should I write about?
A) Write about what you know. Make sure it’s
related to your business (so you can use the keywords
you want to rank with) and helpful (so it gets published).
For example, if you’re a manufacturer of industrial
plastics, you might write an article - or series of
articles - on how best to handle teflon tubing prior
to installation. Once you get thinking about it, you'll
probably find there are hundreds of articles you could
write that are helpful. You may even have some of them
partly written already in your instruction manuals or
installation guides, etc. Another good idea is to think
of all the questions you get asked by customers and
potential customers. These questions show you what people
are interested in. If you write an article answering
every one of these questions, you'll get published,
and you'll also show yourself to be a credible expert.
(You may even cut down phone support time!)
Q) How long should my article be?
A) The best articles are only as long as they
need to be. Keep it short and sweet – there’s
nothing wrong with a 400 word article. By the same token,
if you need 1500 words to say all you need to say, that’s
fine as well.
Q) What kind of writing should I use?
A) Simply write in a style that your audience
will be comfortable with. If they’re from the old
school, don’t write like I am. Don’t use contractions,
don’t end sentences with prepositions, and don’t
start sentences with “and” or “but”.
But if they’re not old school, just use conversational
English. In fact, the more of yourself you include in
the article, the more engaging it will be. The key is
to make it readable.
Q) Should I focus on keywords?
A) Yes! Yes! Yes! Any SEO website copywriter
will tell you that just as you need to optimize your
website for specific keywords, so too should you optimize
your articles. If possible, turn keywords into links
back to your site. And always try to include keywords
in the headline and byline of your article. And don’t
worry about being seen as Spam; if your article provides
good quality information and guidance, it won't be seen
as spam by the search engines even when it’s very
keyword rich.
Q) Where should I submit my article?
A) There are hundreds, if not thousands, of
submit sites on the Internet. Too many to include here.
Do a search for “article submit” and just
find the ones that are most applicable to your industry
and offer the most subscribers. Alternatively, you can
purchase a list.
Q) Who will publish my article?
A) Generally people publish pre-written articles
because they want “eyes on paper”. In other
words, they want to generate traffic to their site.
Helpful articles are one way of doing that. It also
sets them up as credible authorities on a particular
subject. And it develops customer loyalty. There are
hundreds of thousands of companies (maybe even millions)
publishing online newsletters, ezines, and article pages.
No matter what your industry, you’re bound to find
quite a few who are interested in what you have to say.
In fact, once a few publishers recognise you as a good
source of content, they keep coming back looking for
more (and even email you asking if you can send them
directly).
Q) How will I know when my article has been published?
A) As one of the conditions of publications,
you can request that the publisher notifies you when
they use your article. Of course, most don’t bother
to do this, so it's a good idea to set up a Google
Alert which notifies you when your URL has been
published on a web page. Google doesn't pick them all
up, but it picks up a lot. Whenever you receive an alert,
you make sure the article in unchanged and the link
back to your site is functioning.
Q) Will the publisher change my article?
A) No, generally not. Changing articles is just
extra work. In fact, that’s why publishers like
good articles and consistent content providers –
because that means they don’t have to do any extra
work. I’ve had many articles published, and don’t
recall a single instance of an article being changed
without my permission. If you’re worried about
it, you can include an instruction not to change the
article in your conditions of publication.
Q) Can I get an SEO copywriter to write and submit
my articles?
A) Yes. Any SEO copywriter should be able to
write keyword rich articles and submit them to a number
of high traffic article submit sites.
Q) What kind of information would I need to supply
an SEO copywriter to write my article?
A) You’d need to tell your SEO copywriter
something like, "We want to write an article which
helps people install teflon tubing. The kinds of people
who'd be doing it are... They'd be doing it because...
The benefits of our tubing are... The difficulties they'd
face are... Here are the key steps to successful installation..."
Using this information, your SEO copywriter should be
able to put together a very readable article which would
be bound to get published.
Q) Will my reputation suffer if my article appears
on a dodgy site?
A) It shouldn’t. Most dodgy sites will
be either unrelated or have very low traffic. If the
site is unrelated, the publisher won’t go to the
effort of publishing your article. If it’s related
but has very low traffic, very few people will see your
article there anyway. And besides, even if your article
appears on a dodgy site, it probably won’t be changed
because – dodgy or not – publishers don’t
create extra work for themselves. So your original presentation,
content, and intent will be unaffected. Write a good
article, and it always reflects well on you, no matter
where it's published.
Q) How long will it take for my ranking to increase?
A) There are no guarantees in SEO. It all takes
time. For a start, the search engines can take up to
2 months to update their index of pages. And a single
inbound link generally won’t have much impact.
Depending on how much competition you’re facing
for keywords, and where the links are coming from, 100
inbound links may not make much of a difference. (Links
from high PageRank sites are more beneficial to your
ranking – see SEO
Trade Secrets for more information on PR.) So don’t
expect anything to happen too quickly. But if you’re
dedicated, and you’re prepared to write quite a
few articles, you’ll definitely see results within
a few months.
Happy writing!
About the Author
Glenn Murray is an advertising copywriter and heads copywriting studio Divine Write. He can be contacted on Sydney +612 4334 6222 or at glenn@divinewrite.com. Visit http://www.divinewrite.com for further details or more FREE articles.