July 09 2014 10:33 AM
I have always seen guest blogging as a genuinely respectable activity. Who wouldn’t want to publish expert opinions as part of their content marketing strategy? At the same time, the more guest blogs used and promoted, the more traffic is generated towards one's site. Surely a match made in heaven?
Well it seems not. Being quite new into the SEO arena, I have recently discovered and been surprised by Matt Cutts' (Google) blog titled "The decay and fall of guest blogging for SEO”. In January, Matt warned not only that guest blogging for SEO is dead, but also that there would be a serious clamp down on guest blogging for SEO purposes. This has caused a major stir in the SEO community.
Since then, many have said guest blogging has continued to work and lead to great rankings and still can be an important part of creating great content. So what guidelines should marketers follow to create and promote great guest content without being penalised?
During the rise of the guest blogs, lots of low quality content flooded the web, and those who accepted these guest bloggers lost serious credibility. Therefore it is extremely important to be able to vouch for any guest blogger that you use on your site and make sure the content they are working on adds value above and beyond generic blogs. Along with making sure that the content you submit is of the highest quality, only do it in moderation. Guest blogs published every day will just dilute the authority. Guest bloggers themselves should limit article links to 1 or 2 per post and make sure they link source information and not just the client website. In other words, make the content as “useful” as possible to the reader. If there is a genuine reason for frequent guest blogs, you could try not labeling the content as a guest blog – just include the opinion and a bio.
With the SEO focus now on creating more “organic” traffic and the clampdown on link building – it makes sense for marketers to always focus on creating high quality content that people want to link to. If it answers a valuable question then people will not only want to read it – they will also want to share it. You will then get that “organic “ traffic that engages users as well as putting a smile on Google’s face. Now there is a match made in heaven…