One of the most important qualifications for a copywriter today is a strong knowledge of article marketing SEO (search engine optimization). It starts with knowing the intended audience, and what search terms they are most likely to use when looking for a company's products or services. Each industry has it's own collection of keywords that can be targeted by article marketing SEO. For example, copywriters working for the film industry would write articles promoting an upcoming superhero movie release using the names of its major characters, descriptions of their powers, and other action-oriented words that fans in the market for this sort of movie would likely type into a search engine.
Retailers have always known that shoppers are more likely to buy goods placed at an easily-reachable eye-level, and this is equally applicable in the fiercely competitive world of search engine rankings. Strategic use of these high-value keywords early and often throughout marketing communications (which are often carried through national newswires), third-party reviews, blog posts and website content written for article marketing SEO purposes can elevate a company's products and services in the rankings of popular search engines. In addition to having keywords sprinkled within the text of an article, search engine rankings can be further improved by having them appear in the article's URL address, titles, headlines, image files, and tooltip descriptions of images and hyperlinks.
Search engine companies are always updating their proprietary page ranking algorithms in an almost cat-and-mouse game that copywriters inevitably find themselves playing. The best way to avoid being penalized by these changes is to concentrate on producing content that readers will value. This helps the viral marketing aspect, since users are much more likely to share and refer to marketing articles that they find informative or entertaining. Third-party referrals to quality articles are a vote of confidence that benefits an article's search ranking. Both publishers and search engines share a common goal in helping users discover their products and services online.
Great article marketing SEO can be worth more to a company than a Super Bowl advertisement. After each Super Bowl there's plenty of debate in the media over which commercials were a success, and which were a flop. An ad campaign's actual success usually cannot be measured until monthly sales results come in. Marketing executives can evaluate the value of their article marketing SEO program anytime by simply performing the same search queries as their customers, and measuring how far up in the search results the company's products and services have risen. When it comes to getting good value for their marketing dollars, companies have found that writing and fine-tuning ad copy and article content produces a greater return on investment than television ad campaigns.
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