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Intelligent Article Marketing & KEYWORD Use and CPA Website Marketing
I don't need to say that CPA websites are becoming exceptionally hard to market nowadays. Some firms have seen some considerable success by using a strategy called article marketing. Sadly, lots of these businesses are using it shoddily and this is giving the method a bad reputation.
You've likely run into many references to "keywords" and "article marketing". Keywords can be, and often are, relentlessly abused by article writers. You've seen these articles, and they may well have put you off article marketing altogether. They are so badly written it looks like the author barely speaks English. We don't blame you for not wanting to emulate this type of strategy. Stuffing a badly written article full of keywords is probably the very worst tactic a business can do to build up a decent online reputation.
We'll offer two short samples side by side. One will be spam, the other will be a real article meant to offer value to publishing websites. We'll use the "keyphrase" (a keyword using two or more individual keywords is properly called a "keyphrase") "Philadelphia CPA" in this example.
A Keyword Stuffed Article
Keyword stuffing is a common spam technique and offers little or no SEO value. A spammy article will look something like this:
"If you are looking for a Philadelphia CPA, look no further than the premier Philadelphia CPA website, PhillyAccounts.com. A Philadelphia CPA is bound to find your Philadelphia CPA needs to be simple to handle. With many Philadelphia CPA offices located in Philadelphia for all your accounting needs, you don't have to look far to find a good Philadelphia CPA."
No website with a human moderator will EVER publish this article. It's spam, pure and simple. Back in the days of yore, like a couple years ago, this type of schwag actually worked. Not any more. Search engines can identify this kind of spam and ignores it.
What Search Engines "think:"
"OK, the keyword density here is WAY to high. This is suspicious, so we'll take a few points off. The article doesn't seem to contain any meaningful information. It really isn't worth scoring at all."
What potential clients think:
"Uggh, I hate spammers. This is just useless. Why should I click on any of the links to this CPA website if the article is just geared toward search engine rankings? Note to self. Never do business with these guys."
A Real Article
"If you're looking for a Philadelphia CPA take the time to find a good match. Look for an accounting firm that really suits YOUR business needs. It's not as hard as you think to find a good practice. Just follow a few basic guidelines...
* A good CPA won't be afraid to provide real evidence of their skills, such as testimonials, figures and other useful information.
* Experienced firms won't have trouble with estimates. Find a CPA that's willing to let you know how much services will cost up front.
* Putting off your CPA can be an expensive mistake so find someone you like. Trust your instincts. If you feel like an accountant is hiding something move on even if you don't know exactly why."
The search engines see this as a real article...
"This article is clearly written for a real person to read and includes bullet points and proper information about a real topic. We believe this article is relevant to the keywords incorporated and will rate it more highly in our search results."
More importantly, lets look at what an actual person might think if they come across this article...
"This company obviously cares enough about their customers that they're willing to provide me with decent information and a good read. That's awesome. They're real professionals who may just be worthy of my respect. Maybe I should click on their link and learn more."
Don't confuse "article marketing" with "spam". It's pretty easy to produce quality content and add value to the sites that publish them. Always accept that an actual human being will discover your post. It will entice interest from the traffic that discovers it, delight your publishers and keep them wanting more, and help your search engine presense.