Like a person appearing on a TV or radio talk show to offer guest content, a brand representative can submit guest articles to websites and blogs that allow them to do so. The purpose is much the same; the host gets valuable, expert content from a different perspective for its readers, and the contributor directly or indirectly promotes its brand by demonstrating authority, credibility and expertise.
Role of Guest Blogging
Effectiveness in guest blogging has changed from its early days. Because of the emphasis on external links and keywords in SEO, early guests posts were too often thin on quality content and long on keyword stuffing and promotional links.
As Google and other search engines have adapted their algorithms, they have pushed content creators and publishers to focus more on quality with guest posts. Links to external sites in a paid or sponsored post should always have “nofollow” links, which prevents search benefits.
Tips for Guest Blogging Success
Guest contributors should keep the following points in mind when building a guest posting strategy:
- Provide a by-line: Your best device for promotion in a guest post, beyond high-quality content, is a by-line that includes the author’s name, expertise and company.
- Build Credibility: Create guest posts with building credibility as the primary objective.
- Minimize Backlinks: If you request a link or receive a link from a publisher on a guest post, stick to one. Google is cognizant of excessive use of guest blogging to generate links for SEO value and the publisher and contributor could face penalties.
- Build Relationships: High-volume, low-quality guest posting is antiquated. To optimize your brand and search benefits, identify a small number of high-quality sites and seek regular guest feature opportunities. Through its Authorship function, Google is able to connect the quality of content distributed by authors online, which influences SEO value of their posts.