What is guest blogging?
Guest Blogging is a content marketing and SEO technique where someone writes and publishes a blog post on a third party website or blog to promote their personal/corporate brand. Guest blogging sites expose brands to a relevant audience and can be an effective method to generate awareness.
Why Is Guest Blogging Important For Your Business?
Guest blogging offers a number of benefits for any business. By sharing your expertise on other companies websites, you can establish yourself as an authority figure within your market, build relationships with other thought leaders in your field and expose your brand to an entirely new audience.
Additionally, featuring guest posts on your own blog will help you deliver new perspectives and fresh content to your audience. We’re all guilty of falling victim to a routine and growing tired of the same old stuff, so featuring guest posts is a great way to keep readers engaged — not to mention the promotional boost that occurs when your guest bloggers share their blogs with their personal network.
Some blogs, like OpenView, source the majority of their content from other leaders in their industry. Even if you don’t have the resources to stick to a robust blogging cadence, guest bloggers can help you offer new content to your readers without much additional time and effort needed by your team. Here are few top benefits of guest blogging in 2019.
1. BUILDING YOUR DOMAIN AUTHORITY
Your Domain Authority (DA) is a search engine ranking score (from 0-100) that predicts how well a website will rank. Domain authority is a metric created by Moz and measured by many factors, including the total number of links, linking root domains, social signals, TrustRank, and more into a single score.
One of the best ways to build a Domain Authority is by guest blogging. When you contribute content to other blogs, you can include a link or two to your website. Obtaining these contextual, dofollow links from high DA websites is one of the best ways to increase your website’s domain authority (and traffic).
2. GETTING VALUABLE BACKLINKS
Backlinks, also known as dofollow links or inbound links, are links from other websites to your website. Sites like Google consider backlinks a vote of confidence from the referring domain, boosting your website’s credibility in their eyes.
These backlinks are like votes – the more you get, the more search engines believe your content marketing efforts are credible, useful, and valuable.
When writing guest posts, you can add a link or two to your website within the content, and you can also link to your site in your guest author bio.
3. GENERATING REFERRAL TRAFFIC
In addition to obtaining backlinks and SEO benefits from guest blogging, your guest post backlinks also bring in referral traffic. A user reads your guest post and clicks links back to your blog, increasing your traffic.
When writing a guest post, strategically add your backlinks to URLs that you want people to read – a useful article, opt-in email page, or service page.
4. CREATING NEW RELATIONSHIPS WITH BLOGGERS
Ultimately, the most important benefit of guest blogging is the new relationships that you build with other bloggers and influencers in your niche. It’s a very collaborative blogging strategy, and you’ll most likely stay in contact with other bloggers long after your post is published.
The key is to be valuable. Respond kindly and promptly to emails, send in your drafts on time, and most importantly, create fantastic content. By doing these You can also use these relationships to get intros to more influential guest blogging opportunities.
How Does Guest Blogging Impact SEO?
Guest blogging can be a great tool for building your domain authority and moving up in SEO rankings as long as you’re careful and considerate about creating high-value guest blogs for your business website.
With the risk of “spam bloggers” who try to bribe blog owners into letting them post low-quality content for their own link-building and SEO benefit, many marketers have decided to opt against it entirely.
Ultimately, developing an SEO-boosting guest blogging strategy comes down to providing genuine, helpful and relevant content to educate readers, not low-quality content used as a mere container for links to your website.
So as long as your content is of high quality, guest blogging is a great way to increase your site rankings. The way Google sees it, if other people are linking back to your blog on their own websites, then the content on your blog must be relevant and interesting. When individuals comment, share, like or link to your blog, it moves up in Google’s PageRank — that means, it’s much more likely to pop up first when someone googles a similar topic.
But Google PageRank is only an algorithm, so it can’t tell the difference between dynamic content and spam! So while cramming your guest blog posts with links and keywords will push you farther up in the ranking, it probably won’t generate any new, high-fit traffic, and it definitely won’t establish you as an authority in your field.
Best practices for guest blogging on other websites
- Find the right audience
Thought leaders, partners, and interested parties are great places to start. Think about who their audience is and how much overlap they have with your own customer base. For example, a fashion retailer may publish a guest post on a popular men’s clothing blog.
- Write something unique
The purpose of writing a quality blog post is to entice readers to find out more about who you are and what you offer. The best way to do that is not write something they’ve seen countless times across the web, but to save the juiciest topics for guest blogs. Subjects and titles that not only encourages viewers to click through, but also take an angle or offer an approach that hasn’t been done before.
- Don’t link back more than once
An author bio or a link to content on your website are simple ways to link back to your website but you can err on the side of caution by avoiding both. To be truly cautious, insist that links back to your website have the nofollow attribute applied. That means you reap the promotional benefits and sacrifice SEO for the sake of ensuring a penalty-free interaction.
No wonder guest blogging can be a great medium for moving up your SEO rankings. And according to HubSpot, inbound marketing tactics (e.g., guest blogging) don’t just help you drive traffic to your site, but can also increase your revenue.
However, not all guest posts are created equal and they don’t all yield equal results. You have to go about it in the right way and you have to choose your targets carefully.
One of the reasons why some brands fail at guest blogging is because they don’t understand how to effectively produce the right content.
Guest blogging primarily requires content. Here’s the harsh truth about any marketing strategy: there’s no switch you can flip to get instant results.
According to Copyblogger, “content marketing results happen slowly and they happen over time.”
If you create the right content, you’ll most definitely reap the rewards, including a steady stream of organic traffic, new leads and customers for many years after you publish it.