There was a time when article marketing thrived as one of the most effective methods in SEO strategies. In these days, quality wasn’t such a big deal. Simply write an article laced with an abundance of keywords and publish it on multiple sites, then sit back and watch the backlinks tally up, the rankings rise, and the traffic roll in. My oh my how times have changed.
The foundation of article marketing was forever shaken when Google launched its onslaught on duplicate and low quality content. When Panda hit the web, many of the sites marketers used to increase visibility and traffic were rendered ineffective, seemingly overnight.
Despite what you may have heard, article marketing is alive and well. In fact, pieces published on many of the so-called content farms Google supposedly targeted with Panda are still ranking high in the search results. Content is more important than ever, so as long you remember that, a good article can always deliver.
But what you need to keep in mind is that the landscape has changed dramatically. If you want to get the most from article marketing, you will need to switch up your strategy and approach it according to the existing landscape.
Don’t Duplicate, Refresh
One thing that is a definite no-no in an era ravaged by the Panda and Penguin updates is publish the exact same articles on multiple sites. Most respectable sites won’t even allow this because it tarnishes their credibility and authority. You can, however, maximize the potential of those articles by refreshing them.
Mainly all you’re doing here is choosing different titles and using different wordplay on the same concepts. With a little creativity, you can easily create five to ten unique articles from a single piece.
Share in Social Channels
With social media being so popular, you don’t even have to rely heavily on the traditional content publishing platforms. Sites like Facebook, Twitter, and LinkedIn may be even better options for your article marketing efforts.
Whenever you publish an article, be it on one of the popular content platforms, your own site, or somewhere as a guest blogger, make sure you include a link to it on your social networks. Likes, retweets, shares, and other action can help that piece get in front of a huge audience you never would have been able to reach on your own.
Leverage Article Authority
As I’ve been alluding to throughout this piece, many of the sites targeted for article marketing still exist. However, some are far more valuable than others in the wake of Google ‘s rapid wave of algorithm tweaks. Therefore, you want to submit your articles to sites that have good authority in the eyes of the search giant.
So how do you identify a site that is in good standings with Google? The criteria may vary depending on a range of factors, but generally consists of:
- High search rankings
- High traffic volume
- High engagement level (comments, likes, shares, etc.)
Authority is a very important metric for Google and other search engines. You can’t afford not to keep it in mind when drawing up your article marketing strategy.
Make Quality a Priority
Content is king, but as everyone knows, not all content is created equal. One of the most frustrating things about search marketing is getting beat out in the SERPs by competing sites that enjoy top spots, despite producing horribly written content that serves no other purpose than boosting SEO value.
Google has created a more level playing field by making quality a priority. You should do the same.
Instead of worrying about how many keywords your article has, worry about how valuable it is to the people you want to read it. Believe it or not, but this doesn’t require the skill of a seasoned journalist or best-selling author.
Straightforward articles that are well structured, free of spelling and grammatical errors, and useful to their intended audience can make a huge impact regardless of their simplicity.
Long Live Article Marketing
So you see, article marketing isn’t dead. It just requires a different approach. As in life, change in the marketing world can be a good thing. It’s all about embracing that change first, then adapting accordingly. Equipped with these tidbits, you know what it takes to maximize your articles for all they’re worth.