Article Marketing is one of those traffic generation strategies that's been around for ages now.
It is still one of the least expensive traffic strategies you can use that gives you great results when done well.
For anyone unfamiliar with Article Marketing, at the heart of this strategy are the search engines, in particular Google... and optimisation.
With Article Marketing you get traffic to your website by writing articles (that contain links back to your website) which you submit to other websites (such as Article Directories).
What this does is increases your online exposure; basically there are many more pages about you, your business, products and services on the Internet for people to find.
That's the value of Article Marketing at its most basic level.
Where Article Marketing really starts to shine is in the ever so mysterious realm of Backlinks.
Backlinks are incoming links; links from someone else's website to yours. Also called inbound links, inlinks and inward links, the number of these links to your website is used as part of the search engine calculation that determines how popular and important your website is compared to others.
You can think of search engines as being a 'dumb' machine - you need to instruct it what to do, give it rules it must obey and then tell it when to start. It will then do only what you've told it to do over and over again.
Humans on the other hand are innovative, creative beings who receive instructions, interprete & understand the intention of the rules and find new ways to do what's required quicker, with better outcomes and discover alternatives that are more valuable.
When a human looks at a web page they see colour, words, pictures. They listen to the music or audio recording and they are moved by the emotions they feel when they read the content or interact with multimedia on the page.
So whenever you're optimising your website and web pages, what you are really doing is changing some aspect of your website to make it absolutely clear to a search engine what is important on your website from the human perspective.
Otherwise you're leaving it to a 'dumb' machine to guess at what's important, and usually to it a bit wrong.
When it comes to optimising for traffic generation for High Value Backlinks, there are four areas you focus on -
- Keyword Relevance
- Keyword-loaded Anchor Titles
- Page Visits
- Link Origin PageRank
1. Keyword Relevance
Let's says there are two websites - One is for a Pest Control company and it has a web page that contains pictures and information about spiders. The other is for a Graphic Artist who created the pictures of the spiders on the Pest Control web page.
The Graphic Artists website has a protfolio page showing lots of pictures of the artwork they've created with links to their clients websites where the artwork is used.
From the perspective of a search engine the link from the artist's portfolio page to the Pest Control spider page has low keyword relevance. Graphic design and keywords to do with art have a very distant connection to spiders and keywords to do with pest eradication.
Now imagine a third website for a Pesticide company. This website has a page about a particular chemical they have that can be used to kill spiders by Pest Control companies, and there is a link from this page to the Pest Control spider page.
In this case, the search engines value the link between these two web pages highly because the keywords on the pages of these two website have a close connection as the search engine understands it.
This close connection is more or less based on keyword matching and frequency.
So the more keywords both of the linked web pages have in common, the higher the keyword relevance, and the more times those keywords are counted on each of those pages, the higher the keyword relevance.
2. Keyword-loaded Anchor Titles
An anchor title is the word or group of words that you make clickable for a link.
Search engines have a rule which says that when evaluating the content words of a web page, the words used as an anchor title have a much higher importance that other words on the page.
Let's say that on the Pesticide company's chemical page there are two links to the spider page on the Pest Control company's website. The first link has an anchor title "Click Here" and the second link is "get rid of Black House spiders".
The second link contains the keyword 'spiders' which the search engine recognises as a high value keyword and one that both the Pest Control and Pesticide websites have in common. This link ("get rid of Black House spiders") is considered to have very high importance.
On the other hand, "Click Here" is an anchor title without significant keywords and rated as unimportant by the search engines.
3. Page Visits
Page Visits are the number of times your web page is viewed by a person using a web browser in a specified period of time (usually daily, weekly or monthly).
Search engines give greater importance and value to web pages that are highly and regularly visited.
In the case of our Pest Control and Pesticide websites, if the spider web page is getting more visits than the chemical web page, it is the spider page that is considered to have greater importance by search engines.
4. Link Origin PageRank
PageRank is a Google specific score between 0 - 10 given to a web page or website to indicate how important it is compared to other websites and web pages ont he World Wide Web.
At it's simplest, for each backlink a web page has, that page gets a 'vote'; a page that is linked to by many pages with a high PageRank receives a high PageRank itself.
The opposite is also true; a page with no links to it has no 'votes' and a 0 or low PageRank.
So if the chemical page on the Pesticide website has a PageRank of 4 and the spider page on the Pest Control website had a PageRank of 5, then the Backlink has a 'vote' of low importance.
If however, the spider page PageRank is only 1 rather than 5, the Backlink 'vote' is of high importance and adds to the PageRank score for the spider page and overall website PageRank.
What this means for Article Marketing is you need to be checking your origin website to check they have a decent PageRank for your Backlinks to be valuable for you.
The place to start if you're going to do this for yourself is to first use a Backlink Checker to discover the Backlinks you've already got.
Next you need to check the PageRank of the website you intend publishing your articles on; with links back to your website. Making sure that your article has keyword-loaded anchor titles, that the site where you're publishing your article has good Page Visit numbers and categorises & tags or allows you to tag your article so you get good keyword relevance between your article page and website.
Alternatively outsource and get someone else to do it for you - leaving you free to do whatever you want.
However you decide to get High PageRank Backlinks for your website you'll be setting up long-tail traffic generation that will continue to benefit you far into the future.
Comments are closed.