This post follows on from last week where I compiled and considered the facts about article marketing in the wake of Google panda. Here we’ll take a look at some key themes and strategies to help you going forward.
Don’t Forget that Algorithm Changes Are Designed to Reward Good Content
Don’t get dis-heartened! If you are producing user-orientated, valuable articles, your efforts will be rewarded, you just need to be a little choosier about where and how you distribute it. Other search metrics are on your side too such as bounce rate and time spent on page which help separate the wheat from the chaff.
Recognising Authority Authors
It’s quite obvious that Google sees the key to establishing the quality of a page is to look to the credibility of its author. Authorship was rolled out last year and now even includes metrics in Google analytics. This is extremely good news for those businesses out there who are doing it right! Your goal should be to establish yourself as an authority author, complete your profiles properly and let search engines know that you are a trustworthy source.
Social Media and Article Strategy
As social factors continue to play a significant role Facebook, Twitter, Stumble and Google+ users will decide for themselves what’s useful. Share your articles through social media, make sure they can be shared easily by others and encourage them to do so. Over the next year, social media is set to play a significant role in ranking. Its influence already accounts for around 8% of the overall ranking algorithm (SEOMoz Search Engine Ranking Factors survey 2011).
Distribution Across Multiple Platforms
The beauty of articles is that they can have a multipurpose use. For example, using the same ideas, you can turn them into videos for google owned Panda winners; youtube. Create an online presence on alternative sharing sites, such as Flickr (inforgraphic), SlideShare (presentations), Scribd (documents), Pinterest (scrapbooking). This can be quite difficult but it is certainly rewarding.
The key is to start out with a lengthy article, packed with information and facts say of about 1000 words. Use facts and statements to produce a powerpoint presentation, turn this into a video with a voice over. Develop an infographic (if you have graphics skills) or simply go out with your digital camera and take some photos that relate to what you’ve written about. Without spam, spinning and directories, one good article can do it all!
If you’d like any help, use the contact box on the right or email me directly.
Written by Heather Griffiths