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You've probably heard by now that article marketing can help you build links back to your site.
But there's a lot more to it than that. Articles aren't only good for leveraging yourself stronger positions in Google, Yahoo, MSN and the other big search engines, though that's what we'll be focusing on today. Keep in mind that learning a more balanced view of promotion and marketing with articles can help you reap all the perks with essentially the same amount of work.
For now, let's start with four of the top five search engine benefits.
1- The One-Way Link of a Resource Box backlink is More Powerful.
A link from a site that you're not linked back to has more value than one where you may be required to link back to, simply because changes in the way search engines rank sites now include an adjustment for exchanged links.
The logic is that this would make the voting power of a link that points in one direction weigh more heavily than one that is traded. In theory, this makes it easier for sites that have earned link popularity to get more credit than those who have bought or traded for it.
Of course, over time, this effect may be adjusted and partially dampened so that articles that are just being submitted to resources with no editorial process will count less than those that don't undergo this process. So make sure you're not submitting junk content for the purpose of linking alone.
2- Article Resource Box Links Back to You Are Relevant
If you write articles that stay on the topic of your site, the page where your article appears is more effective as a page that links back because it is more relevant. Again, depending on the search engine, the more topical the environment where you are linked, the more credit your site gets for the link itself, particularly if you're submitting to an online directory which allows you to make better use of linking.
There are a few little changes you can make that will make your links and articles more topically relevant than 90% of other articles, merely because other authors don't think to balance the search engine benefits of article promotion with its value as content, rather than favoring one or the other.
3- Many of Your Articles Appear on Pages with High Google PR
If you take a look at your Google Site Information page, you'll probably notice that Google seems to pick up only sites that have high page rank under the listing for sites that link to you.
Then, of course all the sites that use the text of your site URL, hyperlinked or not, can be found under the last setting for sites that contain your link.
Google Page Rank is typically not something to get in a frenzy over, but it does have an importance that can affect your bottom line for two main reasons.
First, on the occasions that Google Page Rank can help you get better search engine positioning, the process of being linked from these sites can help bring you more targeted traffic, which can lead to more sales. Again, this has to be part of an overall strategy, not your sole reason for submitting articles.
Second, if links from sites with higher page rank get are being spidered more frequently than your site, your link on these sites can also get crawled faster. If you have unique content on your site, this can give you a competitive edge when your content gets included more rapidly.
4- These links back to your site are permanent.
That means that instead of buying a link on a site that appears there for three months and disappears, you are getting a free, topically relevant link pointing back to your site that may be archived, but not dropped.
Over time, if you submit articles on a regular schedule, each effort towards publication is building on previous exposure, helping you brand yourself and your company, as well as build a strong link campaign pointing back towards your site that is free.
As the quality of your articles improve, you can also get qualified leads from the process, an increase in traffic and sales, and publication in resources who have stronger brands than you do, which you may then leverage for additional exposure.
Just remember, the search engine benefits of promoting your site with articles represent only the tip of the iceberg. With articles you can also brand yourself, use your knowledge to establish yourself as an expert, network, develop relationships and increase your leads, sales and traffic.

About The Author

Tinu Abayomi-Paul
What is the Fifth Search Engine Benefit to Article Marketing and Promotion? Find out in the free e-course on Article Promotion at: http://www.freetraffictip.com/2-article-marketing/tips-am2.php.