There are several steps, elements and techniques that go into successful articles written for search engine marketing (SEM). The steps include creating lists of topics that incorporate your keywords in them, researching those topics and then writing the actual articles. The elements include choosing keywords and structuring an article while using techniques that make readers want to read your article and complete your desired call to action.
Keywords and Relevant Back Links
A keyword is the word or phrase that you are trying to get the highest ranking for in the search engine results pages (SERP). If you own an auto body shop in Medford then you'd want to place high for terms like "Medford Oregon Auto Body Parts", "Medford auto parts", "Auto Body shop Medford" "97504 auto repair" etc. A keyword is not only one word, but refers to phrases as well. It is the goal of the article to incorporate your keywords with information that readers will find interesting and enticing enough to continue reading and to then arrive at your site. It is also a great way of generating links back to your site.
A good back linking strategy will have your keywords placed in the anchor text (text part of a link) at other sites and lead back to a page in your site with the same keywords. Here's an example: You have an article which is at WordPress.com titled "Medford Auto Body Shop Wins Innovative Car Store of the Month". In that article you have the keyword "Medford auto body shop"; the actual line the link appears in is:
The Medford auto body shop, Panthers recently was given the award for Innovative Car Store of the Month based on the number of cars they inexpensively retro-fitted with bio-diesel fuel using their patent pending process.
The link is under the text "Medford auto body shop" and the link goes back to their web site page where the actual content at the site has the same words "Medford auto body store." It is our goal to create relevant back links which will help the search engines discover why your site should be in the top of the SERPs.
Getting Your Internet Marketing Articles Started
Making a list of articles at one sitting with the ideas you have for articles is a recommended way to get material for numerous articles at one time. You don't have to actually write the articles at that time (unless you're inspired and want to), but you’ll have your master list made up and ready. Sometimes it takes a little time to incubate your ideas and you may want to keep and add notes on what you want to go into each article.
If on the day that you are ready to write, you find that you have writer's block, just start writing about anything that goes through your mind for a few minutes and you'll start to see that shortly you will be able to write what you set out to – your articles based on your list and notes. If all you can produce are 5-7 minutes a time for a particular article, do that and then go on to another article in your list. Just try to work at least for 20-30 minutes of writing at a time. After a few sessions you'll have a bunch of articles.
Resource Box: Some Article Sites will not allow you to use HTML / Links in the articles they publish, but will allow you a resource box where you can place a couple of lines of text there with a couple of back links. Please make sure to include one with your article. You would usually talk about the author and their relation to the subject. That is where the keyword back link comes into play. Here is an example:
The most important place your keywords should appear is in the title tag of the page. Search engines read English content left to right so the most important keywords should occur earlier in the title if possible. Either way they must be in the title as well as the "answer/help/info" that should communicate what the ensuing content will offer. Think of the title tag as the "Book Title". Capitalize each first letter in the title, but do not capitalize full words. One other note about the title is that if it is the title tag then it will also be used by search engines as the title of your link (see image}.
- First Paragraph:
Introduction/Summary: Here's where you'll lay out what your article is about. You want to use your keywords again in the opening sentence, but in a way that a reader would find useful. Thoughtful and well-liked articles try and solve some kind of problem for the reader so you should try and describe what problem will be solved by the article you are writing. Some search engines and article directory sites might use this first sentence or two as the description (see image above) of the content so make sure your first lines are appealing and sell the search engine user as well.
- Here is where you will be presenting your solution to the problem, your rewarding information to the reader that will keep them interested and feel like they haven’t wasted their time in their pursuit of finding the product that you want to sell them.
- Try to stay on target and don’t go off on tangents or try to cover material that is not the focus of your article and solution.
- Use a voice you are comfortable with. If you are the kind of writer that likes to relay personal stories that enhance your point, use that and see if it works for you.
- Bullet points and subheadings are great ways to break up a page and it has been shown that readers tend to digest information a little easier that way as their eyes naturally are curious about the pattern.
- You don't want your reader to feel like they're reading a promotion for your company because they will just want to leave the page right away. The key is crafting content that integrates keywords in a way that doesn’t offend the reader and actually leaves them feeling like they gained useful knowledge and solved a problem.
Summarize how the article you just wrote solves the problem or enhances the reader’s life. A call to action should also be contained in the final paragraph – lead the reader to the next destination, your site/money page. Try and end the last sentence with a final positive wrap up and use your keywords.
- Resource Box:
Some Article Sites will not allow you to use HTML / Links in the articles they publish, but will allow you a resource box where you can place a couple of lines of text there with a couple of back links. Please make sure to include one with your article. You would usually talk about the author and their relation to the subject. That is where the keyword back link comes into play. Here is an example:
Techniques and Ideas for Articles
- "Link baiting". Some great ideas for articles that are link bait are how to's and lists. Possibly the best link baiting is "How To" articles. People love tips and tricks that can reduce the time, aggravation, money etc. that they spend.
By focusing on the easier, better and happier, you are using the key to great "how to" headlines and content. Actually saying in words what people know can help them often seems counter-intuitive and yet people like to have affirmations of what they know.
- The Twice Helping headline – "How to win friends and influence people". The first help also subconsciously informs the second one. If you win friends then you can influence people. Another famous one is "How to Save Time and Get Things Done"
- How to (thing you have to do) that (rewards you for the task). "How to Get a Mortgage That Cuts your Monthly Payment in Half". This can also take the form without using the words – How to: Attract thousands Of Birds With A Techno Bird Feeder.
- Scoops – Do you know something about your industry / products that no one else has reported yet?
- Tools – Can you discuss a very useful tool that would save people time, money or aggravation?
- Contests – Are you running any you'd like to promote? Make sure to check with legal first.\
- Are you first at something? Is there something in your product/service/industry/niche that you are first at and can brag about?
- Awards / Charity – Have you won something or helped a charity/function. This is great for press releases
- List – Is there a list you can provide of items that would help people in your field?
- Passion and Humor. Together or separately they come through in an article if they are true and believable. You will find your voice by continuing to write.
- Usefulness – Always give a reason why your product service improves the usefulness to the reader
Understanding why keywords and links are important and then by making a list of topics with relevant keywords and researching them, you will be able to come up with many different successful articles. There are many forms of link bait that attract readers and they can be used over and over again. A successful internet marketing article will contain information that is so useful to a reader that they will want to follow your call to action and visit your site.