Guest blogging is a widely-used SEO & content marketing strategy with a number of benefits, including brand awareness, industry credibility and higher search engine rankings. We discuss how to use guest blogging properly in the modern world.
Guest blogging has become a widely-used content marketing and SEO strategy in recent years, which involves writing unique pieces of content for placement on websites that are not your own.
This modern internet marketing tool has many benefits, including brand exposure, industry credibility and, in many cases, an increase in search rankings. However, any good SEO Company will advise you that it must be used with caution.
We discuss the main advantages of introducing guest posts as part of your overall SEO strategy, as well as how to properly implement this method in 2018.
Improve your search rankings
Guest blogging as a marketing strategy has specific Search Engine Optimisation (SEO) benefits. This is because, on many occasions, the host website will allow the author of the piece to include a link back to their own website, which can, in turn, lead to an increase in search engine rankings, since high-quality website backlinks are one of Google’s top ranking factors.
That being said, whilst gaining a link back to your site is cetrainly beneficial, it is important to ensure that this isn’t your sole reason for guest blogging, and that every article you post is there to educate, inform or add value for readers.
If you manage to get your work published within key industry publications and are able to create engaging content that educates readers (who may also be your potential clients/customers), you will begin to establish your business as a credible source of information.
An important aspect here is to find the websites which are most relevant to your industry or niche. There is simply no point in attempting to get published on finance-related websites when your business is in the medical field. Instead, start by identifying the websites your customers read, as well as those where you have seen pieces of content written by your competitors. Then, you can contact these websites to offer something better!
Consistently producing unique, high-quality content on these types of website quickly builds up trust and positions yourself as a thought leader within your sector.
One of the key benefits of offsite guest blogging is that it allows you to gain brand exposure in the key places where your potential customers hang out. Moreover, by producing amazing content and writing about the topics that interest the people in your sector most, you are increasing the likelihood of the audience remembering your brand or, better yet, bringing targeted traffic to your website, which could result in conversions.
Build relationships with key influencers
Whether we like it or not, influencers have gradually taken over the internet marketing landscape, making modern-day celebrities out of ordinary people. They are popular, powerful and often come with a legion of loyal followers, who hang on to their every word.
As such, if you manage to build relationships with just a few of the key influencers within your industry niche, by exchanging great content with them, you could easily be gaining a whole heap of new exposure for your brand.
Guest blogging in 2018
It is vital to point out that guest blogging is only beneficial if used in the correct way. Guest blogging has, in recent times, become a prevalent SEO technique, which means that is has naturally become a prime target for spammy link builders to post poor-quality content on any and every website they can, simply as a means of gaining a link.
Google themselves have voiced their concerns with this type of guest blogging, making it quite clear as to what they consider good and bad practice. Matt Cutts, the former head of the Google WebSpam Team, has scolded the idea of guest blogging becoming a tool which is “overused by a bunch of low-quality, spammy sites”.
So, what does this mean for ethical SEO’s? Well, as long as you are using guest blogging as a means to provide unique, insightful content which actually delivers the audience value, rather than as a quick link-building tactic, then you are on the right track.
It is, therefore, imperative that any good SEO company will follow proper guest posting approaches, as well as taking heed of Google’s webmaster guidelines with regards to link schemes.
Know Your Digital Goals
The first step is clearly identifying which goals you want to achieve. Get specific. Do you want to increase brand awareness? Are you all about locking in leads? Do you want to establish a strong network of influencers that can help you be discovered? How about pushing engagement on social media?
A useful tool for narrowing down your goals to ensure they’re viable is the SMART mnemonic. It’s important to get specific to understand exactly what you’re working towards, and help you break down the process of hitting your targets. This is exactly what this mnemonic helps you to achieve.
- Does the channel reach my intended audience?
- Is the channel sustainable and affordable within my company’s marketing budget?
- Will I be able to measure the success of the channel?
- Does the channel allow me to express my brand’s intended message?
- Do the channels I’m considering work together to convey my message?
Always Remember Your Goals!
Establishing a solid vision for your business is the first step to planning your digital marketing budget. Always keep your final goals in sight when organising anything for your company. When deciding which steps to take next in your business, ask yourself how they will help you achieve the goals you outlined in Step #1. This will ensure that you stay on track and prevent you from spending your budget on anything that won’t help you achieve.
Cum et essent similique. Inani propriae menandri sed in. Pericula expetendis has no,
quo populo forensibus contentiones et, nibh error in per.
As your budget progresses and evolves, continue referring to your SMART objectives. Stay focused and remember your goals – they will always inform what your next step will be!