A few years ago, guest blogging was all the rage, but it soon fell out of fashion. What is guest blogging? Guest blogging is when you publish a blog on someone else’s site. Usually that person or business allows you to include a link to your own social media and services.
That link has SEO (search engine optimization) value, increasing the potential of your SERP (search engine results page) ranking because your blog is now connected to the one you’ve posted on. This is part of the link building process, and it’s ideal because it also complements an increase in your authority on any given niche.
Experts touted it as a legitimate link building strategy – but then Google spoke against it.
Let’s take a look at why that is, because guest blogging is still a legitimate SEO strategy if you do it well.
We probably wouldn’t say guest blogging is a white hat (completely Google-approved) strategy, but it’s not black hat (read: super scammy), either. We classify it as a grey hat strategy, meaning it’s somewhere in the middle.
With Great Guest Blogging Power Comes Great Responsibility
When you provide a guest blog post, you need to do some due diligence. Don’t go for a short-term backlink game: go for a quality content provider with a good reputation. As long as you’re building a genuine relationship and business connection and providing quality content, you’re not going to be the kind of guest blogger that Google can’t stand.
Google’s concerned with building the web naturally, and they want to discredit any strategy that works against that – especially since it doesn’t help users (which, of course, isGoogle’s ultimate goal).
Guest blogging accomplishes three huge things:
It nets you a backlink to your own site. This has SEO value, especially if you’re blogging on a site with a higher DA (domain authority) or Alexa ranking than your own. It’s the SEO equivalent of being a mid-level manager who is recognized by the CEO of your entire company for your good work. More people might go to you for information – and that’s how Google’s bots works.
It increases your authority. You’re out there. Talking about things and stuff. Things and stuff that you actually know about. Now people know that you know about these topics – and you’re an authority or micro-influencer. Also, when people search for a topic, the more your guest blogs come up, the more you benefit. You’re in searchers’ minds as THE expert on your topic, and when the media needs more information, it may also lead them straight to you, further increasing your authority.
A featured spot on a major news network is likely worth the investment of your time as a guest blogger.
It builds relationships. When readers comment and ask questions, you can engage with them by answering questions and even formulating more blog posts to help them. Guest blogging also helps you build relationships with other publications within your industry.
Guest Blogging: How Do You Identify the Perfect Publication?
A guest blog should accomplish some goals for yourself and the publication in question, and those are things you should discuss before sinking time into a piece.
The ideal publication for your guest post will fall under a company who provides a related service (but not the same) as you do. For example, if you’re a landscaping company, maybe a local credit union would like some content for their blog about lawn care at your new residence. After all, they need content that draws locals interested in mortgaging. That kind of complementary service is ideal, and you can expose the content to both your audiences.
How can you find the right guest blog? If you’re looking for a local blog partner, try a local search on Google. You want to partner with a business that’s already ranking. Using our example, you might look up “Seattle mortgage credit union” and go from there.
If your topic is broader or you want to with a nonlocal partner, try HARO (Help a Reporter Out) or get a trial of BuzzSumo, which helps you identify influencers. These people are also relatively easy to find over on LinkedIn.
Integrate Content into Your SEO Strategy
Another way to ensure your guest blogging strategy is grey hat: fully incorporate guest blogging into your content strategy. Aim to land a guest blogging opportunity once per week or month, and if you don’t fill that spot, you should publish an authoritative piece on another site like LinkedIn or Medium.
Guest blogging – as a strategy – isn’t limited to other blogs. This includes activity as a contributor for a major website like Forbes, Huffington Post, or Entrepreneur. Your reward (in addition to compensation, sometimes) is a shiny backlink in your author profile. Use it wisely.
Guest Blogging Takes Effort
You need to pitch, track, write, revise, publish, and promote every piece you submit to another website or publication. We’re all well-aware that time is money, and guest blogging takes a fair amount of effort.
How can you manage this guest blogging undertaking? There are a couple of effective strategies:
- Have an assistant do it. Do you already have an assistant? Could you hire a VA (virtual assistant) to manage this workflow for you? It’s possible.
- Manage your time. Devote 45 minutes per day to it. That should be enough to land you a guest post per week and follow up on its promotion.
- Get a ghostwriter. If you’re okay with securing guest blogging placements yourself, get a ghostwriter to create the actual content for you.
Are you ready to make guest blogging part of your strategy? Dominate with SEO can support you using a strategic guest blogging approach and top-notch content. Let’s integrate guest blogging into your SEO strategy today. Contact us today!