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Most of the authority as to what terms are important to your website come not from what you say on your web site pages, but what other web sites say about you. And this is by how they link to you.

Each link has what is generally known as an anchor text – this is the piece of text that the visitor will click on to use the link. But the search engines take a look at this anchor and use it as a vote for the site. So, if the anchor text is “search engine hints” then you have 1 vote for that term pointing to your website. Get as much as necessary votes and you will be top of the list.

Historically, site owners have done this by running link exchange sites on their websites. Mass exchanges, where you link to another site in return for them linking to you. This was fine, but as with the content issue, everything to optimse a website needs to shout out ‘natural’. Search engines could simply spot huge directories and most have no page rank and are useless.

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So, we need a way of link building that gives natural links, ideally from sites that we are not enforced to link to in order to keep the link back in place. And the solution to this is article writing. I’ll look at how and the other benefits later in the article.

So filling meta data and tags with keywords is old hat and link sites are out of the window because they have no value. But we need links and to do that we write articles. But, what is so good round article writing? Article writing certainly does get sites to the top of search engine rankings, but that is merely one part of the story.

For many web sites, there is a market of potential customers that spread far and wide and some of these are researching more information by reading article sites. Others may be looking for offerings and services and will stumble onto articles on sites.

Either group, if interested in the article, might then see the author’s biography at the base of the article and then visit the author’s web site. With one recent brand new web site, before it had even been cached by the search engines, I managed to get it up to 40 new unique visitors per day, just through people reading a small number of articles on 1 top article directory.

Also, given that a major cause for writing articles is the search engine advantage, the plusses go on. Not just does the article get printed on the directory that you submit it to, but other directories and web sites will pick up the article, print it and link back to you.

So, we write articles for 2 reasons. First they are amazing with the search engines and boost our ranking position and second people will read them on the sites we submit them to and visit our web sites. But how do we write them?

Written by Keith Lunt, who offers a Merseyside Website Design service. For more Search engine optimisation tips, call into the internet marketing blog.

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