Regardless of what you do for a living or what niche you are in, odds are you know about something. Just because you are reading an article about Search Engine Marketing (SEM) doesn’t mean that you have to be some type of Web 2.0 expert to successfully market your business. It doesn’t mean that you have to be internet or search engine savvy. All this means is that you have to be able to take your knowledge and experience and clearly describe and explain what you know about your niche.
The title of this tutorial is “Search Engine Marketing 101 – Domination Through Syndication” because syndication is, has always been, and will continue to be at the heart of search engine marketing…at least in my opinion. I feel this way because I have come to see the value of it firsthand and have been syndicating long enough now to be able to describe how I have successfully been able to use it to my benefit.
To begin, the catalyst to this whole process is, of course, having you own website. It doesn’t have to be much, but you really do need something. Some will tell you that you do not need a website to make this work and, technically, that is true. You do not have to have a website to be successful at search engine marketing. However, not having a website would be the equivalent to running a business without an office for potential customers to come visit you. Your prospective clients need to be able to come and see your business. They need to be able to see the people who work there and get feel for who they are the level of professionalism that they sustain. Additionally, they need to be able to see samples of your work. All of these thing are extremely important and can make the difference between signing up a new client or just shaking hands and parting ways with the closing words: “Hope to see you again” or “Thanks. We’ll be in touch.”
Launching a website of your own is extremely simple. All you need to do is choose a name for your website. Many people and businesses choose keywords that describe their products and services whereas others choose an easily remembered name that is unique and brandable. Personally, I prefer brandable names. After you have acquired your domain name, get yourself some hosting and launch your website. In most cases, you will find software that will automatically set up your website for you in the control panel available on your host’s server. That being said, this tutorial is not about launching websites, it is about marketing.
Marketing activities will make up the bulk of your efforts and when you finally begin your marketing campaign, you will have to be prepared to be in this for the long haul. Marketing is all about showing yourself to be an expert in your niche and the only real way to do this is to transform yourself into a problem solver.
The interesting thing about Search Engine Marketing is the fact that the techniques used as a means to build your reputation as a resource vary only slightly from the methods used over the past several hundred years. The fact that you are reading this article, especially if you are interested enough to read this far into it shows that written-type media still has power and will continue to have power well into the future. Really, then, the only thing that has changed is simply the format that any and all media uses to relay its message. The fact that you are reading this online shows that the medium used to day is simply the internet. What-is-more, you are probably reading a syndicated copy of this article. This means that you are already familiar with syndication and its power.
So, how can yo make it work for you. Easy. The same way I did. Remember, we talked about having a virtual office earlier in the form of a website. Well, once you have that, one of the first things you need to do is put a blog on it. Modern media, at least the written form of is is completely dominated by bloggers. That alone shows you the efficiency and ability of this format to brand yourself.
Branding yourself is quite easy if you follow the steps I outline below.
To begin, find out what people’s needs are in your niche. For example, if you are in a really non-Web 2.0 niche such as, oh, let’s say…construction. Then one of the first things you need to do is find out what types of problems people are having and need solutions to in your niche. To find this, do a little keyword research and dig up some information with respect to what problem-based keywords people are typing into search engines using the Google Keyword Research Tool.
Then, narrow your search down to a particular aspect of what you know about, something more narrow in scope, like windows or energy efficiency, being that the construction niche was our example. If you find that the keyword: “energy efficient windows” is a keyword that gets a fair number of exact match searches per month and that when you type that keyword into the Google search engine and find that the level of competition between web pages competing for that search term is manageable then you may choose to write an article on that subject that discusses it from a unique point of view. For example, a potential title may read: “Increase The Energy Efficiency Of Your Home By Using Argon Filled Windows”. A well thought out and comprehensive article on this subject will go a long way to solidify your reputation as an expert in this field and reputation brings clients and money.
After you have written the article, you would, of course, post it to your blog for both search engines and people to read and learn from. But, it doesn’t stop there. Remember, the title of this article is: “Search Engine Marketing 101 – Domination Through Syndication”. This means that you are going to make this content available for other bloggers and webmasters to publish on their sites as well. The easiest way to do this is to submit a copy of your article to several article directories.
Article directories are great for getting your content “out there” and read by others. Webmasters and bloggers commonly “hang out” in article directories, waiting for fresh content to post to their website because, well, many of them are too lazy to write their own stuff and some simply don’t have the time. Additionally, if they abide by the Terms of Service (TOS) of the article directory they visit, most of the time, the article is available for free. Free article generally get syndicated much more than paid ones do for obvious reasons. Standard TOS requires that your article stay in tact, identify you as the author and retain your resource links.
Your resource links are very important. These links will point to any web page that you want them to and there are a variety of opinions as to the best places to point them to. Personally, whenever I syndicate article, such as this one, I like to point one link to the original article and one link to my offer page. The link pointing to my article will boost its strength in terms of search engine value and the link pointing to my offer page will bring potential clients and customers.
In the end, the key to this entire process will be your copywriting skills. You will have to be able to write compelling, eye-catching and curiosity invoking article titles to get people to click on them. Additionally, you will have to write motivational and conversational articles that convince people that you are indeed the expert that you claim to be. Finally, each article will have to have a strong call to action helping your readers to understand exactly what they need to do next.
Now, image syndicating content with that type of power across hundreds or thousands of websites each week, or, depending on your writing skills, each day. Do this every day for a year and you will definitely see results because it works.