When writing an article for search engine exposure there is a multitude of factors and considerations that can affect the ROI that the article provides. Those who opt to invest in website articles usually do so for the following reason(s).

> As a means of catching targeted traffic that is then exposed to product offerings.
> To supplement SEO strategy through offering more flexibility / depth than sales copy with the added dynamic of linking incentive.
> Through the use of customer-centric advisory articles the company becomes a trusted and quality provider.
> When articles offer a semi-direct ROI in the case of affiliate marketers / PPC distributors.

Although the purpose(s) of an article may differ in nature certain principles can offer clarity and direction to an article writer.Should the article be a phase of an SEO strategy it is essential that the writer considers keyword strategy from the outset. Articles can also provide an opportunity to optimise and target certain keywords that would be best placed out with sales copy.

When writing articles for product/service providers I advise an article writing as an opportunity to target wider synonyms and ignorant search queries with more justification. I suggest article writing as an opportunity to target extended cross-optimisation phrases (website design - best practise website design) and principle keyword targets. Through its nature and purpose an article should offer direction to a reader whilst avoiding any obvious promotion of the commissioning author/publisher.

Through considering other SEO factors the article writer should consider his article-specific keyword strategy based on three primary variables.

> The optimisation of competition.
> Search Volume
> Traffic Targeting model. "Learning web design v web design company" - which phrase is best for a commercially orientated web designer who has found equal competition and search volume for both?

A balance of considerations should weigh factors and control topics accordingly. In the case of affiliate marketers / PPC distributors the "revenue per action/ action conversion rates" is also a factor whilst the "conversion rates/profit margins" becomes a sub-category of the Traffic Targeting Model for retailers/service providers.

An article should also attempt to offer linking incentive and there are several factors that show consistent effectiveness.

> Specific articles that are technical in nature often acquire links from web pages that contain "general descriptive" copy. For example "Getting Started with Foreign Currency Exchange" might link to "FOREX: the future of USD/GBP"

> Providing unique information. Cooper Murphy writes copy for a local news website and consistently achieves P4+ links from national press websites through exclusive content.

> Ensuring that the quality of the article is not affected by keyword density or grammatical errors.