Backlinking is an essential part of ranking high in Google for any topic from long distance to RC cars. Building a website just isn’t enough anymore—it’s only half the picture.
I’ve been marketing products on the Internet for over a decade and stated simply: traffic equals money. The better targeted the traffic is, the more you stand to make. So how do you get reliable traffic flow without working yourself to the bone or offending Google with spam?
Through Backlinking.
The PAD Technique
I created the PAD Technique (Professional Article Distribution) at the end of the link sharing era back in 2004 when it was clear that something fresh was needed to catch the search engines’ attention.
It is not article marketing. You’re not mass spamming the Internet with duplicate content (which search engines will penalize you for) but instead you’re creating quality, targeted links that are more likely to bring you top rankings, and prospects (and ones that are likely to convert).
The 4 keys to effective traffic building through the PAD Technique are:
- Finding excellent websites on which to host articles
- Creating excellent articles (content is still king)
- Using the right anchor text for your links
- Being “picky” about the whole process
Getting a PAD campaign up and running does take a little work but once you have the groundwork laid you’d be surprised just how smoothly the process can go.
Step 1: Identify Suitable Sites
Because the PAD Technique uses targeted article distribution, the most important step is finding suitable sites on which to have your articles. “Suitable” does not mean “similar.”
When you approach competitors and ask them to publish your articles on their site, you’ll most likely get turned down.
Instead, what I do is find relevant and related websites not competitive ones. For example, if you’re marketing (I.e. long distance services), don’t approach other long distance sites, but rather look for sites that are relevant and related to your topic.
A few examples:
- You might search for websites that market cell phones with an article for their audience about how they can save money on long distance roaming charges.
- You could search for websites that talk about family with an article for their audience offering tips on how they can better connect with love ones by using Skype.
- You could search for websites that talk about saving money with an article for their audience sharing advice on reducing long distance expenses.
In all three examples above the topics are relevant and related but not competitive.
Step 2: Create Your Article
If you’re an expert on your topic and can write well, you could easily be your own best resource for creating these articles. However, I prefer to outsource—it saves time, effort, and allows me to be more productive by handling multiple projects at once.
I use inexpensive services like Elance to find copywriters able to produce excellent articles quickly and efficiently (for roughly $15-$17 per article).
It’s very important to have guidelines in place before handing the project over to a freelancer. See Step 5 for more on crafting great content.
Step 3: Identify Two Landing Pages on Your Site
The pages you link to from the articles you are distributing should be well designed, created with the call to action in mind, and lead the visitor to do what it is you want them to do.
- For subscriptions put the opt-in form “above the fold.”
- For direct sales send them to the review page.
- For return visits give them something to keep them interested.
Step 4: Develop Your Anchor Text Link List
This is a key step for ranking high with search engines (including Google) for any topic from car insurance quotes, to lift chairs, inflatable boats, wood routers, Bowflex dumbbells, doll houses, even P90X workouts. The whole point of the PAD Technique, after all, is to get your links out there where they’ll get the most attention from Google.
I try to imagine what the type of people I want visiting my sites would type into Google when searching similar products or services. (They might use the term “long distance services” or than “long distance plans.”)
To help me with this, I use Google AdWords’ Keyword Tool. It’s free and helps me find all the keyword alternatives. I choose five or six of the best as the base for each PAD campaign.
(Quick Tip: You should have at least two links in each article. Some websites might restrict you but try to get two if you can).
Step 5: Write a Great Article
Whether you write the article yourself or outsource, content is still king. The articles you’re distributing should be high quality, offer helpful information, and be easy to read.
- I ask the webmaster for article topics if I don’t already have one in mind.
- Tailor the article to fit the website it will be on (webmasters appreciate it).
- Use bullets, subheadings, short paragraphs, and plenty of white space.
- And . . .
Step 6: Have a Killer Headline
If you can’t get your readers to get through the headline, they’re never going to read the rest of the article. Be informative (and/or witty) and brief—no more than 10 words at the most.
P.S. The webmasters you’re targeting will be your first readers–keep that in mind!
Step 7: Include Anchor Text in Your Article
It’s easy to get caught up in the act of writing and forget about the anchor text. Make sure the text is relevant, in a spot in the article that makes sense, and doesn’t get omitted or changed when the webmaster gets around to publishing your content.
Step 8: Create a Rapport with the Webmaster
The PAD Technique is not a one-shot deal. It is important to keep your momentum up if you want to rank highly in Google and other search engines for lift chairs, inflatable boats, Bowflex dumbbells, long distance or whatever your field may be. The more a webmaster likes you, the more willing they will be to publish your material (or let you have another link.)
Step 9: Follow Up
Life Happens. People get busy, distracted, and forgetful.
I give the webmasters a week to get my articles on their sites. If they still haven’t posted the content, I send a friendly reminder. Don’t always assume the worst—90% of the time they just overlooked it.
Also, it might do you good to send a thank you note after the content goes live.
Step 10: Rinse and Repeat
I’ve learned that the secret to the PAD Technique (and to Internet marketing in general) is repetition. When I get the first 10 articles out there I don’t stop. I make sure I get 20 more before I take a breather.
It’s also important to look at how your current articles are performing. Analyze what went right, what went wrong, and then start all over again with a new PAD campaign.
PADding Your Way to the Top
I’ve used and taught this technique for since 2004 and I can attest to its success. If you follow these steps to success you’ll build your traffic, increase your conversions, and create a steady income no matter what your field of interest.
About James
James Martell is a successful author, podcaster, and speaker. He’s a leading expert in affiliate marketing and outsourcing as well as a specialist in SEO. James is host of the Affiliate Buzz podcast on WebmasterRadio.FM (the first ever and longest running podcast in the affiliate marketing industry), and creator of the Affiliate Marketers SUPER BootCamp. He lives in White Rock BC, a seaside suburb of Vancouver on west coast of Canada with his wife, Arlene.
Twitter: ddshosting
says:
Some great link building tips. I had not heard of the PAD technique. It’s always GOOD to coin a new phrase. We coined the term ‘Chosting’ which means ‘Charitable Hosting’ (http://vimeo.com/17617829) and it in itself helps to bait links. People will post about new and interesting techniques with their own name / branding.
Very true about following up too, its easy to send blanket emails but I find 70% of people will repsond (if they dont already know you) on the second or third email.
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Twitter: JamesMartell
says:
I agree it is fun to coin a new phrase…not that the Internet needs another 3 letter acronym?
I first discussed it back on Thursday, July 15th, 2004 during one of my Affiliate Buzz podcasts. It’s kind of neat being able to look back.
http://jamesmartell.com/affiliate-buzz/discover-the-power-behind-the-pad-technique/
Good point to bring up about follow-up.
James
James Martell recently posted..Affiliate Buzz 203 – The Key To Profitability with Affiliate Programs – Think Pages Not Websites
Twitter: walinja
says:
Hi James,
Thanks for the great tips. Very useful.
walinja recently posted..How To Get Flawless Skin – How To Get Clear Skin – Inexpensively
Twitter: JamesMartell
says:
Hi Walinja, thanks I am glad you enjoyed them.
Twitter: walinja
says:
Oh, one more thing….I had a hard finding a good writer with Elance. Any tips on finding a good writer.
walinja recently posted..How To Get Flawless Skin – How To Get Clear Skin – Inexpensively
Twitter: JamesMartell
says:
Hi Walinja, sure I am happy to.
If you have written a very clear outline for the articles (or pages) you want written you will most of the time find a great writer. The problem with the writer — is many times us — the people who are looking for a good one.
We don’t spend the time needed to craft a detailed outlining explaining exactly what we’re looking for. Without that we don’t typically get a good result. I wrote an article about this recently that you may find helpful.
It’s full of the little tips I have learned from outsourcing more than 400 projects at Elance:
The Top 10 Tips for Outsourcing like a Pro
http://www.technshare.com/outsourcing-like-pro/
I did a podcast on it last year as well:
Affiliate Buzz #165 – How To Fast Track Your Business With Outsourcing
http://jamesmartell.com/affiliate-buzz/fast-your-business-with-outsourcing/
I hope you find them helpful.
Good luck!
James
James Martell recently posted..How To Manually Optimize Web Pages And Posts
Twitter: wordpresswb
says:
Hi james
Heard your podcast today with Joan and now I am reading your article..You are taking up why too much of my time…LOL
I have had terrible problems with writers and in three years of outsourcing I have only found 2 great writers….I will never give them up but I would like more!!! I offer decent money but some people just can’t deliver…
Also I guess I am doing your PAD technique by guest blogging on sites like this…
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Twitter: JamesMartell
says:
Hi Mitz, that’s hilarious! To round it out I could send you granddaughter pics.
As for Joan she was a riot. I told I need to get her (and her dogs) back for another buzz. Lot’s of great feedback about her.
I agree with you when you say you “will never give them up”. I hold my writer’s very close to the chest as well.
Keep PADding.
James
James Martell recently posted..Affiliate Buzz 203 – The Key To Profitability with Affiliate Programs – Think Pages Not Websites
Twitter: wordpresswb
says:
I love your podcasts to death!!!! But I REALLY enjoyed you talking to Joan..She is a classic and I had a good laugh!
Mitz Pantic recently posted..Learning Internet Marketing Through Podcasts
Twitter: crkngconfidence
says:
Thanks for this process – I’m good at writing my own content, just not so good at getting it out there into the places where it will give me google juice! What’s your stance on article sites – are they good for this, or is it better to find other blogs related to your field to get your articles onto?
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Twitter: JamesMartell
says:
Thanks, you’re welcome. I am glad to here you found it helpful. I am finding this site (comluv.com) is a great place to contribute. The site has a great audience. Very responsive. Another one you may want to have a look at is http://www.technshare.com.
I also did a podcast on this a few months back. You may find it helpful.
Affiliate Buzz #192 – 10 Tips to Running A Highly Successful Backlinking Campaign
http://jamesmartell.com/affiliate-buzz/10-tips-to-running-a-highly-successful-backlinking-campaign/
As for article article directories I have always steered clear of them. I know many feel it is still a good strategy but personally I don’t. The content on those sites is questionable at best in most cases and they did just recently get slapped big time by Google.
I have found you will do much better publishing your articles on blogs that are relevant and related to your industry. I would suggest finding 5 to begin and just get into the habit of publishing a 100% original article on each a couple of times a month. If you take that to heart that’s be 10 articles published each with a couple of links giving you 20 quality backlinks. Do it for a year and you’ll have 240 backlinks.
James
James Martell recently posted..How To Manually Optimize Web Pages And Posts
Hi James,
I just loved the idea of your PAD campaign. The points that you have given here are really helpful. Thanks for the tips.
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Twitter: walinja
says:
Thanks James. I’ll check out your two articles about outsourcing.
Walinja recently posted..Thought I Need edBotox for Wrinkles on Face
I have found the way that you do guest posting to be pretty much the most effective. What i did for one of my sites, was write 7 blog posts/articles. Then when i wanted to do a guest post i sent all of them off as word documents and let the webmaster choose which one they wanted. I feel like this works great because out of 7 posts they will love at least one of them and will be much more happy to give you a link.
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I agree that it is important to create excellent articles since content is the key to a good blog. I haven’t tried guest posting so I wasn’t sure if I could be able to apply it soon. Thank you for sharing the PAD technique.
The PAD technique does work. While I have never called it PAD (I will from now on). The most difficult thing for me has been to find the target web sites. I’m getting better at it all the time. Practice makes perfect and reading well written articles like this helps without question.
I really enjoy reading your article. Thanks for the great tips about traffic building in our sites. I agree with you that content is still king. Your article should be solid and complete so you can have higher PR and more traffic to your sites,
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Twitter: sonnylanorias
says:
Great article!
So does this mean that AMR is already dead? Thanks again.
~Sonny
Sonny Lanorias recently posted..Do You Want To Work At The Beach and Make Money Online
I love the PAD technique. As a student of James, I’ve used the PAD technique for quite some time, and have recognized it as a very solid and reliable way of building links and gaining in the rankings. It isn’t the easiest thing in the world, but the work is worth it!
Stan
Stan Horst recently posted..Kingsley-Bate Chippendale Teak Bench
Thank you for sharing your PAD technique. I think one of the most important part is to create very well written articles. If you wirte interesting content, users will get back to your blog
Your PAD technique is excellent.
I think, to find a good outsorcer is the key element.
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