Basically, the BUM marketing technique is about authoring articles on your niche topic and posting them to article directories. These articles get scooped up by the major search engines like Google high in the search results related to your keyword choice. The mystery to BUM marketing dwells in the keywords. Essentially, you need to discover keywords or keyword phrases that a high number of individuals are seeking on search engines which have modest competition or a low number of pages in the search results.