Article optimization is the preferred do-it-yourself advertising technique for industrial businesses.
For the “un-web-savvy” engineer perhaps, article optimization is a method that doesn’t require extensive knowledge of the web, nor a special SEO acumen.
In PART I, we explored a bit of why this method is effective for industrial businesses, and how it works to drive traffic, generate leads, increase links and improve rankings. We disclosed ‘how it works’ and unveiled exactly how these benefits are derived.
To wrap things up in Part II, we’ll take you through the elements of successful article optimization and marketing. For engineers.
Industrial Articles – 1 – SELECTING A TOPIC
Guidelines for industrial businesses:
– Answer Commonly Asked Questions. What do your business partners or customers most frequently want to know? Expand. Remember that to leverage other aspects of article marketing in addition to positioning and traffic, you must appeal to your customer — you must add value.
– Define Good Business Practices. Only those within your genre will be reading your industrial related articles most likely; so speak to this audience. Lists are always good: “10 Best Business Practices for OEMs”
– Be Authentic! Pre planning a topic is fine, especially if your selecting a topic based on keyword research and frequently queried terms. however, we find most often, that our best blog posts are spawned from discussion. Identifying a need, and filling it. Keep track of your ideas and come back to them.
– Read Other Articles in your topic-category. See what other business are doing – and improve upon it!
Industrial Articles – 2 – KEYWORD RESEARCH
We’d never suggest writing your topic soley around what you see people are searching for. however, if you have an idea for a topic, try inputing a similar phrase into a free key word research tool – if people in fact are looking for that information, inject several instances of that phrase throughout your article. For example, if you want to write a Manufacturer’s Code of Ethics, you might see if people are searching for this, or related terms, such as “manufacturing ethics.”
Industrial Articles – 4 – WRITING YOUR ARTICLE
Engineers, manufacturers, distributors and retailers, you operate within a uniquely technical niche. We’ve mentioned that this method is so effective because it allows for a valuable outlet – a way to market your business by leveraging your expertise. However – if you are not a good writer, please have another member of your team do the edits. Yes, the links will count when you publish your article with back links to your site. however -if this was all you cared about, you could indeed be writing about cats.
And please, please be aware of self – promotion. Articles should be as objective as possible. We can not stress this point enough!
Small paragraphs and frequent use of headings are good rules of thumb. Edit for readability and cohesion. Add a journalistic flare if you can. Then saturate with variations of your keyphrases.
Industrial Articles – 5 – FORMATTING AND SUBMITTING
After signing up with an article directory and creating an authors account,(requires only simple email confirmation process) you’ll face 4 steps to publication.
– The Preview Box
This is a two or three sentence caption of what your article is about. Please don’t duplicate copy. Come up with a fresh tagline.
– The Article Body
Here you can easily format your text with bold,italics, headings and LINKS. Yes, you can select important keywords and link them back to your pages. most directories allow for 2 links in the body – but do check with their guidelines.
– The Resource Box
This is important, as it is your opportunity to drive traffic. If a reader finds your article informative, they will almost certainly visit your site to learn more about you, the author. A few sentences describing the author, role, company, specialty, etc. Here it’s fine to be more promotional. And as usual, look for opportunities to use hypertex in linking!
Here’s one example: Megan Carruth is a Search Engine Marketer at Ecreativeworks, industrial web design and search engine optimization firm offering custom solutions such as RFQ Shopping Carts and Industrial Ecommerce Solutions