In Article Marketing Consider Your Reader’s Mindset

Quite simply, we put a lot of effort into article marketing in hopes of achieving one simple objective: Get more traffic!

Our articles accomplish this in one (or both) of two ways. First, readers might click the links contextually embedded within our articles or within the resource box at the article’s end, and 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 that we want to optimize in the search engines may not be the same pages to which we would ideally send our article readers. Let me explain this problem in a little more detail.

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–or at worst in the state of mind in which they just need a little shove to make that final decision.

On the other hand, the readers of our syndicated articles are, typically, at a much earlier stage in the decision making process. They are often in the very early phases of information gathering. That’s why they came to our article rather than going directly to a store or service provider.

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 any given page should be directed toward moving the visitor to one and only one action. That action might be buying or signing up to receive additional information (that we may hope to use to move them closer to deciding upon our product or service). So, if we absolutely obey the marketing rule, we can’t possibly optimize our most important pages and satisfy the human reader of our article, simultaneously–can we?

That is the dilemma we face. Should we focus our article marketing efforts on search engine optimization or providing a landing page for our readers that will give them what they actually want at this stage? Should we incorporate two objectives within a single page on our site, or ought we make a choice to abide by common sense marketing principles?

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