For years I’ve made one statement very clear when it comes to Article Marketing: “The primary benefit to Article Marketing is the direct traffic you get as a result of your articles ranking in the SE’s for the keywords they target. NOT the backlinks your sites get as a result of the articles being published in article directories.”
I’ve probably said that 500 times here, there and everywhere. And I don’t say it because I don’t believe the backlinks are worth anything, because they are… I say it because it seems like most people who market with articles are always talking about links, links, links, links.
BUT, I want to bring up this topic once more and talk a little about it.
Yesterday I was submitting a few fresh articles to promote a review site of mine. This, like many of my niche sites, targets several long-tail phrases. These long-tail phrases don’t have huge search volumes with Google, but they have consistent monthly search volumes with some fairly weak competition.
This site in particular, which I will not specify because it is somewhat “risqué” (no, not porn) converts very well, but many of the articles haven’t gained traction in the Search Engines. However, the pages bring in consistent search traffic for the review keywords they are targeting.
However, the only forms of promotion I have used for this site are Link Directory Submissions and Article Directory Submissions. The web directory links certainly helped, but those article directory links are typically a bit stronger and they definitely helped.
This story is similar to several other sites I’ve promoted in the past. Not every article is going to gain traction in the SE’s and not every site is going to be a success. But many times, those sites that are being promoted by articles which don’t drive much traffic, are often times still profitable in the long run simply because of the incoming links the sites have received from those articles pointing to those internal pages targeting long-tail phrases.
So my “updated” thoughts on the whole Article Marketing as a Link Builder can be summed up like this:
My own thoughts on it have not changed at all. It’s really more of the advice that I provide that I want to update. I think over time I’ve kind of pushed the primary benefit too hard, when in reality the link building aspect, in many cases, can be just as important and valuable as the direct traffic you receive as a result of your articles ranking in Google for the keywords they target.
If you’re using article marketing to promote a more authoritative site, which targets keywords that have a good deal of competition, those backlinks aren’t going to be nearly as important as that direct traffic. But if you’re promoting niche sites, which target long-tail, less competitive keywords, those backlinks can still make a pretty noticeable difference and should definitely not be ignored!