My Travels on the Net

The company that ranks #1 for “internet marketing articles” has quite a few articles on the subject. I’m sure it took a lot of work to write all those articles but I’d be willing to bet all that work hasn’t paid off. Why?

First, consider the words used buy people looking to buy a service versus people looking for information.

When people want to find a service provider, they use words like:
Consultant
Consulting
Strategy
Expert

When people are looking for information, they use words like:
Articles
Case studies
Examples
Information
Data

Second, the articles tell you how to do something but they don’t show you why you should hire this search engine optimization firm. The author could argue that the purpose of the articles is to build the perception of expertise. Providing good information is one way to do it but these articles aren’t particularly well written or all that helpful.

If you’re going to try to improve your website’s rankings with articles make sure your articles demonstrate your expertise AND subtly show the reader why they should hire you to do the job. Otherwise, you will just wind up with a bunch of looky-loos and no customers.

(*I’m giving them a link for “internet marketing articles” as a consolation prize for being my "how not to do it" example.)

Labels: internet marketing, seo, writing articles