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Confronting the Contradiction in Article Distribution
By admin | September 3, 2009
The only real reason that online businesses pour so many resources into article marketing is to get more traffic. That’s why the better Internet writing services never lack business, and it’s why the top article directories never lack fresh content.
Our syndicated article help us in this way in two potential ways. On the one hand, we can receive visitors directly from those articles when the readers click a link in our resource (or author’s) box, and, second, search engine spiders will find our link and assign greater import to the linked page within our site, thereby eventually providing us with visitors who come from searches.
Trying to maximize our results from those two methods causes a problem. The pages that we want to optimize in the search engines may not be the same pages to which we would ideally send our article readers. I’ll try to explain the contradiction with a bit of elaboration.
We normally want to give our greatest SEO love to our most competitive pages. Those are often the pages that directly generate income. With those pages, we try to reach search engine users who are already in a mindset to buy.
Our distributed article readers are not yet in they buying frame; instead they are often in the very early phases of information gathering. That’s why they came to our article rather than going directly to a store or service provider.
Let’s balance those two visitor mental frames against the way we typically sculpt a page on a business site. A basic marketing principle of good website design for a business is that any given page should be directed toward moving the visitor to one and only one action. Whether that action is to buy our product, sign up for our mailing list or pet their dogs, we focus all our content on that page toward achieving that single objective. So, if we absolutely obey the marketing rule, it is logically impossible to both optimize the most prized pages on the site and simultaneously satisfy the reader of our article–can we?
That is the seemingly unwinnable choice that faces us. Should we direct our article marketing strategy on search engine optimization or on sending our readers to a page that will offer them what they truly desire at their current stage of decision making? Should we incorporate two objectives within a single page on our site, or ought we make a choice to abide by common sense marketing principles?
We must consider these options carefully in both our article syndication decisions and our copywriting decisions within the website itself.
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