Gone are the days when you can simply sit back and let your paid advertisements do the work of driving all your traffic to your website. Gone too are the days of churning out masses of keyword-rich low quality content in order to score search engine optimisation points. Long gone. Today it’s far more important to have a diverse and comprehensive content marketing strategy, and guest blogging can be a powerful tool within this context.
But as with many things in life, there are right and wrong ways of going about guest blogging, as the search engines will be only too happy to tell you. Before we take a look at some of the do’s and don’ts of guest blogging, let’s take a look at what it can do for your business and your website.
Why guest blog?
Guest blogging serves a number of very useful purposes:
- Link building – Most blogs will allow you to include a link to your website, usually within a short bio at the end of your guest blog post. If these links are on popular and credible websites this can enhance your standing with the search engines and your lift your site higher in the results pages.
- Traffic boosting – If you write something that is genuinely useful/entertaining/timely (preferably all three), this may help to generate additional hits to your website.
- Authority bolstering – Well written and insightful guest blogs can help you to make a reputation for yourself and lead others to see you as an authority in your field.
The don’ts – straight from the horse’s mouth
With the explosion of guest blogging as a content marketing and SEO technique across the internet, Google has inevitably taken an interest, and has weighed in on the matter a number of times.
Most recently, Google’s Head of Webspam, Matt Cutts, released a video on YouTube covering the subject. In it he says that, “I wouldn’t recommend that you make [guest blogging] your only way of gathering links; I wouldn’t recommend that you send out thousands of blast emails offering to guest blog; I wouldn’t recommend that you guest blog with the same article on two different blogs; I wouldn’t recommend that you take one article and ‘spin’ it lots of times.”
Google is currently tackling the rise of guest blogging as a form of spam, what Cutts describes as, “low quality guest blogging”, but this should make it easier for those who guest blog legitimately to get their content read. You can find out more about what Google’s considers the don’ts of guest blogging in another video by Cutts.
So what makes a good guest blog? Here are a few basic guidelines to keep in mind.
- Knowledgeable and accurate content written by an expert
- Relevance to the host blog
- Original and insightful content which is useful
- No sales talk or blatant self-promotion
Find out more about our guest blogging service.