There are lots of articles on the internet telling you that writing articles is a really good way of optimising your site for search engines. That's hardly surprising – it must be working, at least for the people who are writing these articles. But sometimes articles aren't appropriate for your website. If this is the case, consider offering alternative added-value features to your website to get those vital inbound links.

• Travel websites could feature city guides, maps, picture galleries or currency converters.
• If you are selling third-party products, you could allow (carefully moderated) customer reviews, and perhaps also feature road-test reviews written by your own staff. Where appropriate, you could pick a few categories in which to rank each product's features out of five.
• Allow your customers to compare products side-by-side.
• Feature lists of resource links to useful, relevant websites.
• If your website is aimed at professionals, or the users of your products or services usually have some sort of technical knowledge, you could feature a forum to allow them to discuss related subjects. Make sure that you moderate it effectively.
• Feature any other relevant web tools, such as calculators, translators and so on.

By Brian Jackson

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