Recently, it seems that Google took a very public move to give the death-knell to spammy guest blogging.
The reasons for doing this are probably quite simple. (No, they’re not saying.)
This was a big network. It was very public, and very vocal about its policies and tactics.
Google hasn’t confirmed which site it is, but as you can see from a simple search, the SEO community is pretty sure they know who it is and the site owner has confirmed via social media that her site was the target.
Now, we’ve written on our blog before about guest blogging, and we’re still supportive of writing content for other websites. However, we should clarify what we mean.
Content creates relationships
We said before that the Google web spam team aren’t planning to target legitimate brand exposure, brand building and community building. They are going after spammy spamsters who use ‘guest blogging’ as the latest silver bullet that they believe will solve all their marketing woes.
But we believe that contributing legitimate content to sites in your industry is an important way of building credibility. That’s not ‘guest blogging,’ that’s good PR and marketing.
If it seems too good to be true…
Well, you know how the saying goes.
You need to do the legitimate (difficult) work of making real connections, building up a reputation and offering high quality content that others would like to feature and link to.
Build your own media empire
Again, all the focus on guest blogging gets away from the real story….You simply must be building up a formidable cache of glorious content on your own website, linking to it, sharing it and spreading the message far and wide.
Market your content. Get your fans on board. Create a cult following.
Whatever you call it, when the content lives on your property you get the benefit; not any faceless media ‘network.’
Stick to quality
Something that is mentioned repeatedly in the SEO community about this story is that quality matters most and low-value/quality is what Google seems to be targeting.
More guest blogging advice
On an SEO point, it is time for you to ensure that nofollow is in all your links back to your site from any guest posts you have out there already (and in the future). This seems to make it clear to Google that you’re not trying to do anything they don’t like.
It also forces you to stop thinking of contributing content to other sites as an SEO tactic and instead as a marketing tactic – creating value for your prospects and customers.