I don’t need to prove that CPA websites are becoming very hard to promote these days. Some practices have seen some substantial success by exploiting a system called article distribution. Unfortunately, a lot of these firms are using it shoddily and this is giving the technique a bad rap.
You’ve likely seen lots of 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. This is actually a useful strategy, but you’ll get much better long term results if you respect some simple rules of “keyword etiquette”.
There’s a right way and a wrong way to write an article for on line distribution. Let’s take a quick look at both.
The following two scenarios will show what search engines and customers alike think of a keyword stuffed – and then a well written – paragraph. The keyword – or rather, the phrase – in this instance is “Philadelphia CPA.”
Just Plain Spam
Keyword stuffing is a common spam technique and offers little or no SEO value. A spammy article will look something like this:
“Looking for a Philadelphia CPA? Our Philadelphia CPA can help you at our PhillyAccountants.com website, an outstanding Philadelphia CPA. Your Philadelphia CPA problems are easy for our high quality Philadelphia CPA experts. We have many Philadelphia CPA locations in Philadelphia to meet your Philadelphia CPA needs. You don’t need to go any farther than PhillyAccounting.com to satisfy your Philadelphia CPA needs.
This is the wrong way to write an article. 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.
Search engines can read for context now. They don’t understand meaning the way we do, but they can identify the components of a sentence and this paragraph would fire all kinds of warnings…
“OK, the keyword density here is WAY to high. This is suspicious, so we’ll take a few points off. The article also does not seem to be written for a reader, so that’s another few points lost.”
And what about actual traffic? What will a real person think if they come across this “article”?
“Uggh, I hate spammers. This is just useless. I’m outta here. This practice has no respect for me and is making my search for quality content harder. I don’t consider this company professional and I am likely to use a different business for my accounting needs.”
Doing the Job Right
“If you are a company looking for a Philadelphia CPA, it’s best to be discerning and look around for the firm that’ll be most likely to fit your business needs. Finding a good firm does not have to be a chore if you keep these three simple tips in mind:
* 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…
“OK, the keyword density is reasonable and the text isn’t full of exact matches. This looks like a real article. It looks relevant to the keywords in it. Let’s give this article full credit.”
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. I like these guys. I will read this article and click on the links to this CPA website because I feel I can respect their business.”
Don’t confuse “article marketing” with “spam”. It’s pretty easy to produce quality content and add value to the sites that publish them. The rule is simple. When you create a post always write it with the presumption that actual people will read it. It will entice visitors from the traffic that sees it, delight the publishers and keep them wanting more, and improve your search engine position.
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