effective article marketing
DESCRIPTION
Presentation on article marketing first given at BetaLoft in Salt Lake City on 01/19/2010.TRANSCRIPT
EFFECTIVE ARTICLE MARKETING
What, why and how to create a successful article campaign.
Nigel SwabySwaby Online Media, LLC
WHAT IS ARTICLE MARKETING?
What is article marketing?
A way to get inbound links with your desired keywords.
What is article marketing?
A way to get inbound links with your desired keywords.
A way to build credibility for your business or brand.
What is article marketing?
A way to get inbound links with your desired keywords.
A way to build credibility for your business or brand.
A way to use third party sites to push your competition down on search engine results pages.
WHAT ARTICLE MARKETING IS NOT…
What article marketing is not…
A place to publish press releases.
What article marketing is not…
A place to publish press releases. A blog.
What article marketing is not…
A place to publish press releases. A blog. A place to reproduce other people’s work.
7 ARTICLE MARKETING STEPS…
Article marketing steps…
1. Keyword research.
Article marketing steps…
1. Keyword research.2. Brainstorm topic ideas.
Article marketing steps…
1. Keyword research.2. Brainstorm topic ideas.3. Write title.
Article marketing steps…
1. Keyword research.2. Brainstorm topic ideas.3. Write title.4. Write article with keyword focus on first
paragraph.
Article marketing steps…
1. Keyword research.2. Brainstorm topic ideas.3. Write title.4. Write article with keyword focus on first
paragraph.5. Write author bio or “resource box.”
Article marketing steps…
1. Keyword research2. Brainstorm topic ideas3. Write title4. Write article with keyword focus on first
paragraph.5. Write author bio or “resource box.”6. Submit article to article sites.
Article marketing steps…
1. Keyword research.2. Brainstorm topic ideas.3. Write title.4. Write article with keyword focus on first
paragraph.5. Write author bio or “resource box.”6. Submit article to article sites.7. Track progress and results.
WHY USE ARTICLE MARKETING?
Why use article marketing?
To leverage sites with more authority than yours.
Why use article marketing?
To leverage sites with more authority than yours.
Syndication.
Why use article marketing?
To leverage sites with more authority than yours.
Syndication. Establish authority for your site or brand.
TWO IMPORTANT SEO CONCEPTS…
TWO IMPORTANT SEO CONCEPTS…
Page rank - authority
TWO IMPORTANT SEO CONCEPTS…
Page rank – authorityAnchor text
Understanding Page Rank
Understanding Page Rank
Google’s measure of authority and relevance.
Understanding Page Rank
Google’s measure of authority and relevance.
A scale of 1 to 10.
Understanding Page Rank
Google’s measure of authority and relevance.
A scale of 1 to 10. Factors of Page Rank…
Understanding Page Rank
Google’s measure of authority and relevance.
A scale of 1 to 10. Factors of Page Rank…
Length of domain age
Understanding Page Rank
Google’s measure of authority and relevance.
A scale of 1 to 10. Factors of Page Rank…
Length of domain age Type of domain - .edu, .gov, .org, etc.
Understanding Page Rank
Google’s measure of authority and relevance.
A scale of 1 to 10. Factors of Page Rank…
Length of domain age Type of domain - .edu, .gov, .org, etc. Content spiders find
Understanding Page Rank
Google’s measure of authority and relevance.
A scale of 1 to 10. Factors of Page Rank…
Length of domain age Type of domain - .edu, .gov, .org, etc. Content spiders find Number and quality of inbound links
Understanding anchor text
Understanding anchor text
Regular links are ok – http://seobyswaby.com
Understanding anchor text
Regular links are ok – http://seobyswaby.com
Anchor text links are better because they tell the spiders what the site is about.
Understanding anchor text
Regular links are ok – http://seobyswaby.com
Anchor text links are better because they tell the spiders what the site is about. <a href=“http://seobyswaby.com”>Utah SEO
company</a>
Understanding anchor text
Regular links are ok – http://seobyswaby.com
Anchor text links are better because they tell the spiders what the site is about. <a href=“http://seobyswaby.com”>Utah SEO
company</a> Utah SEO company
Understanding anchor text
Regular links are ok – http://seobyswaby.com
Anchor text links are better because they tell the spiders what the site is about. <a href=“http://seobyswaby.com”>Utah SEO
company</a> Utah SEO company
Enough anchor text links from authority sites will push a site to the top of Google.
ARTICLE MARKETING ALTERNATIVES
Article marketing alternatives
Asking for links with your desired anchor text.
Article marketing alternatives
Asking for links with your desired anchor text.
Guest blogging on a site with more authority.
Article marketing alternatives
Asking for links with your desired anchor text.
Guest blogging on a site with more authority.
Press releases.
Article marketing alternatives
Asking for links with your desired anchor text.
Guest blogging on a site with more authority.
Press releases. Blog commenting.
WHY ARTICLE MARKETING WORKS…
Why article marketing works…
Gets links to the site of your choice, with your keywords, without much trouble or effort.
Why article marketing works…
Gets links to the site of your choice, with your keywords, without much trouble or effort.
Better control of content.
Why article marketing works…
Gets links to the site of your choice, with your keywords, without much trouble or effort.
Better control of content. Automatic distribution through
syndication – RSS.
Why article marketing works…
Gets links to the site of your choice, with your keywords, without much trouble or effort.
Better control of content. Automatic distribution through
syndication – RSS. Can make you look like an expert.
Why article marketing works…
Gets links to the site of your choice, with your keywords, without much trouble or effort.
Better control of content. Automatic distribution through
syndication – RSS. Can make you look like an expert. Articles get ranked too!
THE GREAT ARTICLE DEBATE…
THE GREAT ARTICLE DEBATE…
Quantity
THE GREAT ARTICLE DEBATE…
QuantityVs.
THE GREAT ARTICLE DEBATE…
QuantityVs.
Quality
Quantity
Quantity
Advantages
Quantity
Advantages Cheap
Quantity
Advantages Cheap Tackle many keywords
Quantity
Advantages Cheap Tackle many keywords Fairly quick turnaround
Quantity
Disadvantages Won’t get syndicated by quality sites.
Quantity
Disadvantages Won’t get syndicated by quality sites. Additional editing often needed.
Quantity
Disadvantages Won’t get syndicated by quality sites. Additional editing often needed. Boring…
Quantity
Disadvantages Won’t get syndicated by quality sites. Additional editing often needed. Boring… Won’t establish authority for your site or
brand.
Quality
Quality
Advantages Authority
Quality
Advantages Authority Positioning as an expert
Quality
Advantages Authority Positioning as an expert Other sites want to distribute your
content
Quality
Advantages Authority Positioning as an expert Other sites want to distribute your
content
Disadvantages
Quantity
Advantages Authority Positioning as an expert Other sites want to distribute your
content
Disadvantages Time
Quality
Advantages Authority Positioning as an expert Other sites want to distribute your
content
Disadvantages Time Expense
The meat!
HOW TO EFFECTIVELY USE ARTICLE MARKETING?
Article marketing steps…
1. Keyword research.2. Brainstorm topic ideas.3. Write title.4. Write article with keyword focus on first
paragraph.5. Write author bio or “resource box.”6. Submit article to article sites.7. Track progress and results.
How to: Keyword research
How to: Keyword research
Use Wordtracker.com
How to: Keyword research
Use Wordtracker.com It measures more than Google
How to: Keyword research
Use Wordtracker.com It measures more than Google It’s fast to search and easy to make lists
How to: Keyword research
Use Wordtracker.com It measures more than Google It’s fast to search and easy to make lists Export from the program to Excel and
save the list for future use
How to: Brainstorm topics
What’s popular?
How to: Brainstorm topics
What’s popular? Who are the experts?
How to: Brainstorm topics
What’s popular? Who are the experts? Can you do an interview?
How to: Brainstorm topics
What’s popular? Who are the experts? Can you do an interview? How about a product profile?
How to: Brainstorm topics
What’s popular? Who are the experts? Can you do an interview? How about a product profile? Is it interesting?
How to: Brainstorm topics
How to: Write titles
Front load your keywords
How to: Write titles
Front load your keywords “New LG Phone Buying Tips”
How to: Write titles
Front load your keywords “New LG Phone Buying Tips” not “How to Buy a New LG Phone”
How to: Write titles
Front load your keywords “New LG Phone Buying Tips” not “How to Buy a New LG Phone”
Keep your titles short, but interesting
How to: Write titles
Front load your keywords “New LG Phone Buying Tips” not “How to Buy a New LG Phone”
Keep your titles short, but interesting Stick to your keyword list
How to: Write titles
Front load your keywords “New LG Phone Buying Tips” not “How to Buy a New LG Phone”
Keep your titles short, but interesting Stick to your keyword list Change the order of your key phrase if it
makes sense
How to: Write titles
Front load your keywords “New LG Phone Buying Tips” not “How to Buy a New LG Phone”
Keep your titles short, but interesting Stick to your keyword list Change the order of your key phrase if it
makes sense Spiders ignore short words like “a” and
“the.”
How to: Write titles
Front load your keywords “New LG Phone Buying Tips” not “How to Buy a New LG Phone”
Keep your titles short, but interesting Stick to your keyword list Change the order of your key phrase if it
makes sense Spiders ignore short words like “a” and
“the.” Definitive guide –
Copywriting for the web…
How to: Write articles
Use your most important key phrase in your first paragraph
How to: Write articles
Use your most important key phrase in your first paragraph
Write naturally
How to: Write articles
Use your most important key phrase in your first paragraph
Write naturally Plan on three anchor text links in the
article
How to: Write articles
Use your most important key phrase in your first paragraph
Write naturally Plan on three anchor text links in the
article Don’t be boring!
How to: Write articles
How to: Create a resource box
State your expertise
How to: Create a resource box
State your expertise Use a photo to establish credibility
How to: Create a resource box
State your expertise Use a photo to establish credibility Use anchor text to link to your site!
How to: Create a resource box
State your expertise Use a photo to establish credibility Use anchor text to link to your site! Follow the steps in this article:
How to write a professional biography
How to: Create a resource box
Nigel Swaby is a Salt Lake City Web marketing specialist. He founded an Internet marketing business called SEO by Swaby and has 12 years of industry experience. In 1998, Swaby raised $150k for the Jamaican bobsled team through his sports marketing business. He has been featured in USA Today, taught a class on blogging at The University of Utah, and was recently featured in Utah Pulse Magazine. In his free time Nigel enjoys writing, golf and college football. His Web site is www.seobyswaby.com.
How to: Submit articles
Know where you’re going to submit
How to: Submit articles
Know where you’re going to submit The best sites by Page Rank -
http://seobyswaby.wordpress.com/2009/11/06/internet-marketing-the-best-article-submission-sites/
How to: Submit articles
Know where you’re going to submit The best sites by Page Rank -
http://seobyswaby.wordpress.com/2009/11/06/internet-marketing-the-best-article-submission-sites/
Humans approve the articles
How to: Submit articles
Know where you’re going to submit The best sites by Page Rank -
http://seobyswaby.wordpress.com/2009/11/06/internet-marketing-the-best-article-submission-sites/
Humans approve the articles Get a copy of the html version and save a
copy for faster submission
How to: Submit articles
Know where you’re going to submit The best sites by Page Rank -
http://seobyswaby.wordpress.com/2009/11/06/internet-marketing-the-best-article-submission-sites/
Humans approve the articles Get a copy of the html version and save a
copy for faster submission
How to: Submit articles
Know where you’re going to submit The best sites by Page Rank -
http://seobyswaby.wordpress.com/2009/11/06/internet-marketing-the-best-article-submission-sites/
Humans approve the articles Get a copy of the html version and save a
copy for faster submission Be very careful with Ezinearticles.com
How to: Keep track
Use a spreadsheet
How to: Keep track
How to: Keep track
Use a spreadsheet Use tracking code in backlinks
How to: Keep track
Use a spreadsheet Use tracking code in backlinks
www.yoursite.com/?ref=“your code”
What is article marketing?
A way to get inbound links with your desired keywords.
Inbound links
Inbound links
ARTICLE MARKETING BONUSES
ARTICLE MARKETING BONUSES
Awesome submission sites
Awesome submission sites
Posterous
Awesome submission sites
Posterous Allows easy remote posting
Awesome submission sites
Posterous Allows easy remote posting Is another website that can build authority
Awesome submission sites
Posterous Allows easy remote posting Is another website that can build authority Ease of publishing will make this a very
popular blogging tool this year
Awesome submission sites
Posterous Allows easy remote posting Is another website that can build authority Ease of publishing will make this a very
popular blogging tool this year Squidoo
Awesome submission sites
Posterous Allows easy remote posting Is another website that can build authority Ease of publishing will make this a very
popular blogging tool this year Squidoo
Requires set up
Awesome submission sites
Posterous Allows easy remote posting Is another website that can build authority Ease of publishing will make this a very
popular blogging tool this year Squidoo
Requires set up Has great authority potential
Awesome submission sites
Posterous Allows easy remote posting Is another website that can build authority Ease of publishing will make this a very
popular blogging tool this year Squidoo
Requires set up Has great authority potential Complete publishing flexibility including
photos
Awesome submission sites
Posterous Allows easy remote posting Is another website that can build authority Ease of publishing will make this a very
popular blogging tool this year Squidoo
Requires set up Has great authority potential Complete publishing flexibility including
photos Will pay you if you drive traffic
Awesome submission sites
Examiner.com
Awesome submission sites
Examiner.com Pat Kitano - San Francisco’s “second”
newspaper, the Examiner, launched Examiner.com last year not as the online equivalent for the San Francisco paper, but as a national forum for recruiting citizen journalists to report on the variety of topics a typical newspaper would cover.
Awesome submission sites
Examiner.com Pat Kitano - San Francisco’s “second”
newspaper, the Examiner, launched Examiner.com last year not as the online equivalent for the San Francisco paper, but as a national forum for recruiting citizen journalists to report on the variety of topics a typical newspaper would cover.
Huge perceived authority!
Awesome submission sites
Examiner.com Pat Kitano - San Francisco’s “second”
newspaper, the Examiner, launched Examiner.com last year not as the online equivalent for the San Francisco paper, but as a national forum for recruiting citizen journalists to report on the variety of topics a typical newspaper would cover.
Huge perceived authority! Get paid
Awesome submission sites
Examiner.com Pat Kitano - San Francisco’s “second”
newspaper, the Examiner, launched Examiner.com last year not as the online equivalent for the San Francisco paper, but as a national forum for recruiting citizen journalists to report on the variety of topics a typical newspaper would cover.
Huge perceived authority! Get paid Need to be approved by an editor
Awesome submission sites
Examiner.com Pat Kitano - San Francisco’s “second”
newspaper, the Examiner, launched Examiner.com last year not as the online equivalent for the San Francisco paper, but as a national forum for recruiting citizen journalists to report on the variety of topics a typical newspaper would cover.
Huge perceived authority! Get paid Need to be approved by an editor No article approval needed once an
“examiner.”
FREQUENTLY ASKED QUESTIONS
Frequently asked questions…
How long should articles be?
Frequently asked questions…
How long should articles be? 300-1000 words
Frequently asked questions…
How long should articles be? 300-1000 words Cover the subject well
Frequently asked questions…
How long should articles be? 300-1000 words Cover the subject well Divide coverage to create two articles
Frequently asked questions…
What about duplicate content penalties?
Frequently asked questions…
Nigel SwabySwaby Online Media, LLC
801-634-4950