In Article Syndication Remember Your Readership

The only real reason that online businesses pour so many resources into article marketing is to get more traffic.  That’s why the best web article writing services never lack business, and it’s why the top article directories never go begging for content.

Our syndicated article help us in this way in two potential ways.  First, readers might click the links contextually embedded within our articles or within the resource box at the article’s end, and, second, search engine spiders will find our link and assign greater import to the linked page within our site, thereby eventually providing us with visitors who come from searches. 

Trying to maximize our results from those two methods causes a problem.  The pages on our site to which we might want to send the article readers may not be our most desired pages for maximizing our search optimization resources.  I’ll try to explain the contradiction with a bit of elaboration.

Often we pay the most SEO attention to pages that generate revenue directly.  We are optimizing, in those cases, for searchers who are in a buying state of mind. 

On the other hand, the readers of our syndicated articles are, typically, at a much earlier stage in the decision making process.  They are usually at a stage of beginning information gathering.  Indeed, it is because they are gathering information that they found our article in the first place.

Now, hang onto those two competing states of mind for a moment, while we consider how we construct pages on a business website.  A basic marketing principle of good website design for a business is that each page within our site should be constructed in a way that contributes to creating only one action on the part of the prospect.  Whether that action is to buy our product, sign up for our mailing list or scratch their noses, we focus all our content on that page toward achieving that single objective.  So, if we absolutely obey the marketing rule, it is logically impossible to both optimize the most prized pages on the site and simultaneously satisfy the reader of our article–can we?

That is the dilemma we face.  Should we focus our article marketing efforts on SEO or on sending our readers to a page that will offer them what they truly desire at their current stage of decision making?  Should we abide by the simple, common sense marketing rule, or should we magically try to successfully incorporate two disparate objectives within this single site of the page?

We must consider these options carefully in both our article syndication decisions and our copywriting decisions within the website itself.

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