Article Marketing After Google Farmer Update
Guest Post by Pat Tate
Google has tried to undo one of the most popular and effective marketing methods known to site owners – article marketing. In the past, when you wanted to market a new aspect of your site or just get new backlinks, you created or purchased articles and submitted the same articles to numerous article directories. These articles were picked up by other sites and republished to give you more exposure.
Overall, it was a great way to market your site. Unless you purchased articles, the process was free or at least extremely cheap. Since other marketing methods often mean paying for ad space or spending time trying to build relationships with other sites for the possibility of a backlink, free and simple is definitely the preferable method.
So why would Google want to take away this power from webmasters? While you may have been benefiting from it, so were the wrong types of sites. Spam or low quality sites take full advantage of any types of free or low cost marketing they can. Your site may be legitimate, but if these other sites are benefiting just as much, it is possible your site may get lost in the middle of all these others.
Since Google can’t control which sites use these directories, the best way to eliminate some of the low quality search results is to banish article directories to the bottom of the search results pile. Where as many directories had high page ranks before the Google Farmer update, most are lucky if they even rank at all now.
The result for site owners was a drop in traffic. Some saw an increase and others saw no difference at all. If everyone who used article marketing saw the same results after the update, then the solution would be obvious. Just use other marketing methods and your site will be fine. Since the update created three different results for sites, the answer isn’t so cut and dry.
The most common question from site owners is whether article marketing can still be used or not. With many sites earning most of their profits through article marketing, the idea of giving up this lucrative avenue is devastating. The good news is you don’t have to give up article marketing at all. You will need to change a few things about how and where you market, however.
Change Is Good
As we discussed earlier, article marketing was used by all sites, both good and bad. Another problem with the marketing tactic was the inability to control where your articles were republished. While the second part is still a small problem, there is a way to keep it from damaging your site’s reputation. The issues caused by bad sites have made Google change its search algorithm. This is for the good of searchers, not necessarily for sites.
Google looks for what people actually want, instead of search engines. While this isn’t a perfect solution, it does take out some of the nonsense you see on many article directories. Bad articles typically equal bad sites. A high quality site spends more time on their articles to ensure visitors want to head back to their website after reading. With all the articles lumped together, the bad ones bring down an article directory’s page rank. If no one can find the directory, no sees your article from a search engine and no one republishes it. As you can see, this presents a major problem.
The solution is finding the directories which have quickly recovered from Google’s little change. Sites like Ezine Articles are still going strong. You may not see quite as many results, but many of the higher quality articles are appearing on the first page of results for many searches. This proves that article directories are still holding their own. As long as they are ranking, article marketing is still possible.
This is where one of the first major changes comes into play. Instead of submitting to hundreds of directories, choose a handful of high quality directories. Submitting to those who no longer rank is not going to help your site. More likely, it will cause your own rank to drop. Low quality backlinks should always be avoided when possible.
The next change is crafting high quality articles. This means you need to work on grammar, content, keyword placement and general structure. Google is looking for well written content. While you want search engines to find you, bad content full of keywords will get you dropped instead of picked up. A few well placed keywords which fit into the context of the article work much better. Take the time to familiarize yourself with Google’s guidelines to ensure your content fits the bill.
The final change is creating unique articles for every directory. Instead of submitting the same article to every directory, rewrite your article for each place. Google will see each directory as having unique content. Since one of Google’s rules deals with duplicate content, the more unique content you create, the less duplication you will have.
While you can’t control who will republish your content, high quality content does counter the duplication rule to an extent. There are no exact percentages or numbers, but if you submit to four directories with the same article, duplication will always be times four. Four unique articles means one fourth the duplication rate as before. Basically, you go from 100% duplication to 25%. A much better percentage to aim for.
What About Bad Sites
If you can change your marketing methods, why can’t bad sites do the same? In the past, these sites wrote extremely poor content, which likely took less than three or four minutes to put together. Use an article spinner and you suddenly have a batch of useless content floating through hundreds of article directories.
A high quality article with relevant content to your site should take roughly thirty minutes to write. Rewrites take far less time, especially if you use the best spinner software available. Bad sites always look for shortcuts. This is simply more work than they are willing to put in. Instead, they’ll hope bombarding the system with more articles will somehow fool Google into ranking them.
If you have ever run across an article which linked to a site unrelated to the content, you know exactly what I’m talking about. For instance, if your site was about golf, ladies clubs may be a great topic, not how to care for your teeth.
While a few will still try, the higher quality sites are the ones who will benefit. Instead of competing against spam, you can actually compete against real competitors. The better your article marketing technique, the easier it will be to advance past your competitors’ altogether.
Make Google Work For You
Google tried to kill article marketing and failed. Instead, they made it easier for legitimate sites to benefit. Many article directories are clearing out junk and have created strict guidelines for new content. By only accepting the best, they are able to rank high. A higher rank means more visitors for you. Since the directory will have a good reputation with Google, having a backlink through them will help your site too.
Some directories are even offering ways to choose which places republish your content. Though people can still bypass the rules and copy and paste, it will deter some. Control is always a great thing. Often times, sites will simply offer a preview and a link to the original article. This prevents duplication while still providing a link to your content, which contains a link to your site.
Regardless of your opinion on Google’s Farmer update, you can take advantage of it. With the trash falling to the bottom of the pile, you have the chance to rise far above it. Many sites are already seeing the results of their new article marketing efforts. The results are surprising to most since their rank is higher than before. If you have numerous low quality backlinks and articles, it may take longer to recover, but it is still possible.
Google will never be able to kill article marketing. It can change how it’s done, but never do away with it. Article marketing is here to stay. The results are just based around how you do it. The learning curve isn’t steep. Your site will benefit, your content looks better and readers are far more likely to click links in great content than poor content. Google can and will work for your site if you are willing to make just a few changes to your marketing technique.
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As a senior Pat Tate started to explore Internet Marketing. She uses her blog as a journal to keep track of the people and programs that she has met along the way. Grandma’s Internet Marketing/blog. She is an avid golfer and invites women to join her to talk golf at Women’s Golf Center. She has always loved toys and as the proud Grandmother of five beautiful Grandchildren she gets to play with new ones at Grandma’s Toy Review.
Read MoreAdding Variety to Anchor Text for a Natural Backlink Profile
Guest Post by Andy Wallner
If you’ve ever encountered SEO, you know that the whole idea of search optimization is often a battle against search engines, not with them. The life of an SEO expert consists of constantly seeking ways to “trick” Google into thinking that people love your site, even if you’ve only had a few visitors (or have other, more financially related motives). Far too often, SEOers (that’s a word, right?) tend to find the quickest, dirtiest, and easiest ways to bring visibility to their sites, and forget that there’s actually a missing human element. Get big enough in a competitive vertical, and Google might pick your site to be analyzed by their engineers (I’ve seen giants toppled because of this).
It’s unlikely that you’ll ever actually trick a search engineer. But launching obvious link building campaigns can set off some red flags that bring negative attention to your efforts. So, what’s the best way to make sure that Google knows you’re not getting all natural links? Forgetting to add variety to your anchor text.
The State of Anchor Text
Anchor text is a puzzling thing to many new web marketers. Let’s say, for example, that you operate the site marketingdegree.net, and want to generate more traffic by targeting some keywords. What would you do? The phrase “marketing degree” seems to be pretty valuable, so we might target that alone. And that would make sense as many people would refer to the site like I just did above. With an exact match domain, the job is fairly simple and natural links are more likely to come in how I want them.
Now, let’s consider a different scenario. Let’s suppose I went a different route with a “brandable domain.” Google wanted to be more than a website (that’s why they didn’t pick searchengine.com). So, they chose a brand. Suppose I chose something like “Google.com” for my site in some alternate Internet universe. How likely would it be that everyone would link to me using the phrase “marketing degree?” Pretty unlikely unless I was already dominating the SERPs. People would link to me in all sorts of ways, from “click here” to “this site doesn’t agree with my opinion, however” as the anchor text. In fact, some companies have accidentally ranked for that anchor text – try searching Google for “click here” and you’ll find some pretty powerful players on page one (Adobe, Wikipedia, Apple, Mapquest and Yahoo!). When I got big enough, people would likely link to me primarily using “Google.”
Still, conversions matter. Adobe probably isn’t making any money by ranking number one in Google for “click here,” even though AdWords is telling me that I’m one of about 22,200 that searches for it every month and there is no advertising competition whatsoever for the term (jackpot right?). The chances of monetizing such a broad keyword phrase are slim (especially with all those heavy hitters dominating it in Google).
Adding That Variety
Anchor text for incoming links is vital to your success, but it’s not everything. You can think of links as having two different types of “juice” – the normal, delicious kind that passes reputation (called page rank by Google), and the just as delicious juice called “passing anchor text.” It’s far more complicated, but think of it like this:
- Any old link builds your site’s reputation with Google, and helps you rank slightly for all search terms relevant to your site’s content.
- Anchor text helps you rank for specific terms.
So why is it that so many beginning SEO enthusiasts set out on a link building campaign to build thousands of links using the same exact anchor text every time? Can you think of anything less natural? You can sit back and wait for the links to come naturally (like Google wants you to…), or you can add a little variety to your anchor text to avoid setting off any alarms.
First, consider the two juices of a link. As long as a backlink doesn’t come from the bad neighborhood of the Internet (spam land and porn, gambling, etc.), a link is pretty much a link. In other words, getting a link can never hurt you. Otherwise, every spammer in the world would be sending thousands of terrible links to their competitors’ sites to shut them down. This doesn’t mean you need to spend hours getting a link from a PR 0 site either though.
So feel free to mix up your anchor text – a lot. Think about all of the ways a person might reference your site and its content and write them down. How do you talk to people about your services? Furthermore, what value does your site offer?
Using the Long Tail for Anchor Text Ideas
Think of a nice long tail keyword phrase that you’d like to target, preferably one that sums up everything your site has to offer – luxury vacations in Egypt for senior citizens, for example. If you divide that long tail phrase into smaller phrases (luxury vacations, vacations in Egypt, senior citizen vacations, etc.), then come up with all of the variations for those phrases (vacation over 65, holiday in Egypt, Egyptian vacations, and so on), you have a nice list of natural anchor text for your link building campaign.
You’ve successfully made a connection to everything your site has to offer, without spamming the same anchor text over and over again. Your efforts look much more natural to everyone involved – the Google robots and humans alike. And don’t worry too much about not ranking for your targeted keyword phrase. Search engine results don’t work that way. After all, why would Google design a system that relies on unnatural activity to yield natural results?
You might even add a few odd anchor text links to make things squeaky clean, like “I love this site” or “good news for us all.” You’ll still get the link juice.
Finally, if anyone reading this has the guts, free time, and extra cash to try to get their site on the first page for “click here,” please let Trisha know so I can send you a batch of my almost world famous banana bread (only if you’re successful, please!). Unfortunately, I lack all three of my aforementioned elements to do so myself, but I have plenty of banana bread at the moment.
Final Note: I must make one thing clear for those that are about to leave an angry comment. We’re not discussing exact match domain names right now. If you have an exact match domain, adding a lot of variety to your exact match anchor text isn’t really all that necessary, except if you’re branching out to other keyword phrases. You spent enough money on the domain to impress Google already, and they’ll fully expect thousands of links to come to it using your website name as the anchor text.
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Andy Wallner is a freelance writer and web developer that specializes in providing information to students considering a marketing degree, or interested in online and offline marketing information. In his free time, Andy enjoys kayaking, playing trombone in a local jazz band, and learning CSS.
Read Moread:tech San Francisco: The New Power Brokers – Apple, Facebook, Google, Twitter & Beyond
Session Description: Whether you’re launching a company, marketing a product or just keeping your head above water, it’s likely that you’re increasingly forced to plot your strategy around today’s new power brokers—Google, Facebook, Apple and Twitter. Does the relative hegemony and power of these companies create a stable, predictable environment for the rest of us, or are we continually guessing what the next chess move will do to our plans? In this highly interactive and thought-provoking segment, Upstream Group CEO Doug Weaver brings together experts from the capital markets, industry journalism and agency leadership to explore the impact of these companies on M&A, marketing and advertising. Are these players permanent fixtures, or are there new power brokers waiting in the wings? And what do you need to know to make the very best decisions in the months ahead?
This session took place Tuesday, April 12, 2011. The speakers:
- Doug Weaver, Founder & CEO, Upstream Group (Moderator)
- Shawn Carolan, Managing Director, Menlo Ventures
- Scott Symonds, General Manager Media, AKQA
- Molly Wood, Executive Editor, CNET.com
I enjoyed the discussion, though I wish there had been more actionable items.
Bullet Point Review!
- Only 10% of Twitter accounts follow more than 50 people.
- What is a tweet worth as opposed to a Facebook news update?
- This curve is pretty similar to any participatory medium.
- 1 in 4 twitter users are African-American, which is sort of the mirrored opposite of Facebook.
- Does Amazon belong on this list instead?
- Already selling more digital books than printed books.
- Many start-ups use their services for storage, hosting, etc.
- $36 billion in ecommerce in 2010
- Who is empowered? They’re more about empowering themselves, not other sellers or users.
- They’ve all built really nice walled gardens. Does that make the web less relevant & by association, Google less relevant?
- When you solve problems, you grow the market.
- You still find all these walled gardens through Google.
- Google is tying bonuses to social media strategy (up to 25%).
- The personal recommendation is the absolute social currency of web 3.0.
- Google should let Groupon and Facebook have their games & get really good at search.
- Is the web less relevant with Facebook around?
- “Control, distribution, & delivery of content is the next battleground.” – Molly Wood
- Clients are more willing to go where good content & readers are instead of the more traditional media outlets.
- NBC/Comcast is just one example of vertical integration where one party own a both the content & the pipe.
- Kinect has reinvigorated some new life into Microsoft.
- Yahoo might have some life left in them.
- AOL? Made some good hires and good acquisitions & trying hard, especially with local & patch, but it remains to be seen.
- Who may end up being a power broker in 5-10 years? Apple may not be as people go towards open source, Facebook & Google may be, but ones aggregating content will be ones to watch. Lots of potential with foursquare. Blogging may overturn.
ASE10 Experience Extravaganza: Monday
Expo Hall Booth Duty, The Best Steak Ever, & Trivia Tweet-Up
After going to bed at a relatively decent time considering I was still battling with a 3 hour time difference, I got up in time to get ready, rush up to grab a little breakfast, and make it into the ballroom for Frank Luntz’s keynote. I have his book, Words That Work, though I haven’t yet sat down to read it. I’ll spare you the details here, as I plan on writing another post with the notes I took, so let’s skip ahead to the FMTC booth. We had a sparse set up, but simplicity worked. Despite issues I had working with PromoPeddler.com, the notepads we ordered came out looking great. And the flyers we ordered from PsPrint were awesome as well. I was sweating bullets for weeks because we had the pieces shipped directly to the hotel, sight unseen, so if they were messed up, so were we. Everything at the booth went swimmingly, and after a long day I was headed out with the Schaaf-PartnerCentric crew for dinner.
This is the part where the food lover in me comes out. Of course, I’m a big girl, so I must love food of all shapes and sizes, right? In reality, I’m actually a very finicky eater with an almost ironic love for Food Network. The night before, I’d passed on going out with the team as they were going to a Greek place, and that’s not for me. So a steakhouse sounded much better. Let me tell you, we went to Rothmann’s Steakhouse and I had a fabulous fillet Mignon. It was, hands down, the best steak of my life. That’s not really saying a whole lot considering I’m just 29 and am accustomed to steak places such as Texas Roadhouse and Black Angus.
After said fabulous dinner, the crew went to a party thrown by Google and I opted to go back to the hotel for some Trivia. Unfortunately, someone forgot to send the Trivial Pursuit disk down from their room, so Drew Bennett came to the rescue with some Mario Kart he had brought with him. Not being the biggest Mario Kart fan, I opted to utilize the room for the free conference WiFi and get some work done. For whatever reason the wifi in my hotel room wasn’t working, so I hadn’t been online and checked emails since the previous Thursday! I was able to get some work done, have a nice impromptu meeting, and even play a couple of heats of Mario Kart before the evening was through. And by the end of the evening, Trivial Pursuit was brought down and extended the evening from 12 am to 1 am. I stayed until the bitter end when they kicked me out… utilizing as much free wifi time as I could before getting back to the grindstone of booth duty the next day.
Please feel free to view all the photos I took in New York: Affiliate Summit East 2010 on Flickr
Read MoreAffiliate Marketing Fanatics 23: Ad Servers 101
Podcast: Play in new window | Download
Affiliate Marketing Fanatics – A couple of hyper-caffeinated affiliate marketers (Mike Buechele) and (Trisha Lyn Fawver) talk about all things Affiliate Marketing. From blogging to branding, social media to search, video and more!
We answer our first question submitted, which asks us what the deal with ad servers are and how can an affiliate use them. Mike is the expert here, so he does the majority of the talking in explaining the glory of ad servers. In in this episode we discuss:
- Max Banner Ads
- OpenX
- Helios IQ
- DoubleClick by Google
- Zedo
Want to catch up with us & ask questions for the next show? Find us on Twitter: @MikeBuechele & @TrishaLyn. You can also ask Trisha questions through FormSpring.me. Or leave us a comment!
Read MoreASW10 Session: Product Datafeeds: The Next Level
Session Description: Product datafeeds are among the most powerful tools available to affiliate marketers. We’ll discuss the current state of datafeeds and industry progress, best practices, and moving toward standards. The panel consisted of:
- Scott Jangro, President, Mech Media Inc. (Moderator)
- Larry Adams, Product Manager, Google
- Shergul Arshad, VP Business & Corporate Development, StyleFeeder, Inc.
- Brian Smith, CEO & Founder, SingleFeed
The panel was really well organized. Scott asked questions and then each panelist answered. I did my best to note the questions Scott asked and who each answer came from.
Bullet Point Review!
- Have you seen innovation in datafeeds?
- Larry: Haven’t seen a lot of innovation on the advertiser side, but have seen innovation from publishers. Deriving interesting information from feeds to actually provide some value. Taking this huge library & simplifying it. GAN is trying to figure out how to make the data more accessible & easier to consume. Easier for the publisher to get what they want out of it. The networks’ role is to be a facilitator. They push advertisers to get highest quality data and make sure as many publishers who want the data can access it.
- Shergul: 30% of the datafeeds they work with are truly excellent, 40% just acceptable, and the rest they have to mess with. 30% aren’t in the right format, and not just smaller programs but some are from big retailers. They’re on a campaign to try to help improve this and they reach out to the merchants. Sometimes merchants need to be shown what they’re missing by not providing accurate data. It’s easier for people to take advantage of open source tools to innovate so more people want to access datafeeds to automate sites. It’s hard to envision a one-size-fits-all datafeed.
- Brian: Not much has changed, but in the last 18 months datafeeds have become more complex. More attributes are being asked for from the merchants. That’s a good, positive sign. It does kind of screw things up for merchants trying to format new feeds in different formats. Merchants are starting to recognize datafeeds are great, and they’re looking for the next great channel. NOw they’re being forced to deal with datafeeds.
- There’s been more development of product APIs instead of downloading text files. Is API going to take over datafeeds?
- Shergul: API are more accessible when you’re pulling in fewer feeds. Using thousands of datafeeds just isn’t scalable. There’s a place for coexisting, but in general for speed and size constraints, they can’t shift towards APIs.
- Brian: Some publishers don’t know how to use APIs, so it’s going to take awhile for publishers to move over there and mostly they’ll coexist for awhile.
- Larry: The nice thing about an API is the data is fresher. GAN integrated with Google Base because they have a nice API. Working to provide more keyword targeted ads.
- Scott: Data has never been more accessibly and most networks now offer free access.
- If someone is just starting out, how should they start?
- Larry: Start small. Deal with usefullness before scale. Find out who has the best feeds and start easy. Figure out how you’re going to use them & then you can figure out ways to imprve the bad data or ignore it until the advertiser provices high quality fdata. Literally tens of millions of products are available to you. You don’t need every single product on your site to have a good user experience. There’s a fine line between copying and searching for inspiration. Don’t do what your competitors are doing – but shop there and find what you like and dislike in the shoes of a consumer and improve upon that.
- Shergul: It depends on what your site does. It’s manageable to access the “right” 20 datafeeds to be comprehensive in your vertical. Too man products can get too big and too overwhelming too quickly.
- Brian: Go after high quality. You might as well start with APIs and they have a wealth of information you can access. Make some calls & learn more about them. Start from there. Look at the big guys pushing great data – Amazon, eBay, Shopping.com.
- What are the major hurdles in getting “good datafeeds” to a higher number?
- Larry: That’s more of a merchant problem than a network issue.
- Brian: The networks need to sell datafeeds better. Case studies will work.
- Is there hope for standardization? Can we? What does it really mean?
- Larry: The first thing that comes to mind is categories. Building a common taxonomy that works for millions of products and thousands of merchants.
Points brought up during the Q&A
Shergul: Positive examples of great datafeeds and data quality: Nordstrom, Shoe Buy, Target, CSN Stores.- Larry: It can seem like a daunting task to improve a feed, but start small with one category to see if there’s a payoff on the work you’ve put in. Then you can more easily convince your boss it’s worth the time.
- If you have duplicate products, would you suggest changing the descriptions to avoid dupe content?
- Use your own analytics to pick the best product and dump the other one; there are enough products that you don’t need to worry about using both.
I hope I got comprehensive notes. I was trying my best to pay very close attention, but I have to admit that I got lost in some parts. By nature, it’s a dry subject, and though the presenters were doing their best to keep it lively, that early of a time slot might have not been the best. Here’s the presentation:
