It’s been a while since I indulged in article marketing. What prompted my return was the realisation that maybe ‘content’ alone isn’t king any more.
‘Links’ are probably somewhere up there with earls or dukes – not quite kings, but you get the picture. Article marketing is a good way to generate links, as I’ve discovered at first hand.
An article I wrote last week is now on Page 2 of Google. (I won’t include the keyword because this post could be around a lot longer than my SERPs ranking! And anyway, it’s all about the LINK!)
This was a straightforward article of 500+ words sent to ezinearticles, the online article directory. I used to send articles to haf-a-dozen online publishers but the whole process was so time consuming – it’s enough to dampen anyone’s ardour! Add to that Google’s ‘duplicate content filter’ and you’d be back to one link per article within a couple of months anyway!
That’s not to say multiple article submissions are a bad idea. The bonus comes when the editors of a clutch of online newsletters etc re-publish your article. This creates on online ripple and, if you’re lucky, a much sought-after viral effect!
Articles also provide good content for your own website. I used to be concerned that Google would slap a penalty on the SEO rankings of my site when it detected the same article at other online locations. Now I’m convinced it doesn’t make any difference.
Some online marketing people say you should ‘leverage’ the penetration power of each article by changing the headline and manipulating the running order of the content. I can’t imagine there’s any water-tight research methodology that would produce any conclusive results on this.
For several reasons, I don’t think ‘article spinning’ as it’s called, is a good idea. Firstly, any decent copywriter should be able to rewrite an article fairly easily using the same raw material. Merely swapping around lines and paragraphs sounds like spamming to me and would likely be treated as such by the search engines.
Software is available that will supposedly do this for you. Most professional copywriters will spot that there’s a major flaw with this. Articles have a natural running order which reflects the author’s logical thought processes. Swapping lines around will surely destroy this flow with potentially disastrous results.
The real appeal of article marketing lies in its ability to inform. Online articles aren’t greatly different from printed articles in this respect. Where they do deliver a huge bonus over and above their printed counterparts is in generating links back to the author’s website.
From an SEO viewpoint, this is invaluable. Not only do readers enjoy unique content. Other webmasters can use the article in their own online newsletters, ezines or blogs, thus multiplying the links created.
No cash has changed hands, but the trade-offs for all concerned ensure that everyone’s a winner. Now THAT is the power of article marketing.