THIS IS STEP BY STEP SEARCH ENGINE OPTIMIZATION
PAGE 38 TO 40 CHAPTER 6
Chapter 6
The Unique Content Universe
Search engines highly value unique content, such as a newly written article or blog entry related to your business and posted to the World Wide Web. The engines want their searchers to find material relevant for their searches, and they will often prioritize websites that continue to put out a steady flow of unique content. In fact, creating and distributing well-written and valuable content is such a critical component of search engine optimization that it should serve as the backbone for your entire strategy.
In terms of generating new content, you have two options. Option one is to write the content yourself. After all, you know your business better than anyone else. Option two is to pay a contractor or company to write the content on your behalf. More on this later in the chapter.
There are multiple options when it comes to distributing the content you create. You can post it on a blog that you control. You can post it to an outside blog as a guest blogger. You have the option to post the article to an article directory. Or you can submit the article to a website owner you come across who is looking for the type of content you are writing. Just make sure the owner is willing to provide you with a link in exchange for your contribution. The goal is to create links back to your site, driving increased rankings and new traffic.
Another option when it comes to content is to submit your material as a press release. This can help create brand awareness and generate an increase in incoming links. One thing to keep in mind when writing a press release is that you want to keep the content newsworthy. This means writing about a new product launch or new service. Keep the press release limited to something of significance to create as much buzz as possible. Obviously, this is easier for some types of businesses than others, but I’m sure if you get creative, you’ll find something you can use to craft a stellar press release.
When it comes to distributing the press release, there are plenty of options for getting the word out. One of the biggest PR distribution sites is called PRWeb (www.prweb.com). However, it can get a bit expensive if you’re just starting out and not quite sure if PR distribution is worthy of your time just yet. With this in mind, there is another great service that can help you distribute your press releases for free, PRLog (www.prlog.org). Feel free to check out both of these services to determine which one makes the most sense for your website.
When contributing your newly created content, it’s critical that you include links back to your site within the articles. Each distribution site is different, so pay attention to instructions when doing this.
While press releases provide a great resource for building awareness and generating incoming links, you will have to be careful to not send out press releases so frequently that they lose their value. With this in mind, you will want to focus the majority of your content creation on article writing.
Here is an extensive list of article submission sites you can use with the intention of submitting the unique content you’ve written:
The major search engines, like Google, respect these sites and most will typically allow you to place links back to your site within your articles. Simply set up a profile and post. It’s a fairly straightforward process and can have a huge impact on rankings.
If you’d like to see a sample article that I’ve created for one of my campaigns, you can check out this article:
http://ezinearticles.com/?Medical-Specialization-Is-
Becoming-The-Way-Of-The-Future&id=7400191
As you can see from this article, there is a link embedded at the bottom of the article for a search term that I would like to target for increased search engine rankings. The anchor text is the visible, clickable text in a hyperlink. A hyperlink (or link) is a word, group of words, or image that you can click on to jump to another document. The words contained in the anchor text can determine the ranking that the page will receive by search engines because these types of links will help the search engine identify the target website as relevant for that term.
Here is the code that would be used to properly insert an anchor text link:
<a href=“http://www.medicalmarketinghelp.org/”>
Medical Marketing</a>
By using this HTML code, the term “medical marketing” can be placed in a blog or article as a link text with the link pointing to the website URL: http://www.medicalmarketinghelp.org. This serves to inform the search engines that the article is about medical marketing while at the same time building a stronger link profile around a valuable search term.
You may be asking yourself, who has the time to write all these articles? Not to worry, as there are some solutions for that as well.
There are services available to assist with article writing. I’ll warn you that they typically won’t pen a journalistic masterpiece about your industry, so I highly recommend you spend some time writing content yourself if at all possible.
For about $30, you’ll typically receive five articles that you can publish across article sites and on your blog.
When pressed for time, here are some services that can provide you with content for your SEO activities:
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