Guest posting is something that people do for a number of reasons.
And this is something we do for many of our clients as part of our guest posting services.
Some of these include building a brand, developing industry relationships, or getting your writing in front of more people.
However, for this article, we will focus on increasing guest posting campaigns as it relates to improving SEO performance
What is guest blogging?
Guest blogging, or “guest posting,” as many people call it, is the act of writing content for a website other than your own blog.
These websites and blogs can be part of a corporate-owned website, a personal blog, or a nonprofit’s blog.
Anyway, at a high level, guest blogging works like this:
- Find sites in your niche that take guest posts.
- Pitch them some ideas.
- If they akin your ideas, you write content for them, which they circulate on their site.
- In exchange for the free content you just gave them, they’ll often let you be somewhat promotional with your brand or content your brand publishes. This is where guest posting becomes respected for SEO, as I’ll enlighten below.
Google linking of guest blogging
When Matt Cutts, Google’s former head of web spam, wrote about the decline of guest posting on his site, fear struck the hearts of SEOs everywhere.
However, if your parchment down the page, you’ll treasure this video where Matt talks more about low-quality vs. high-quality guest posts.
There’s a lot to discharge from this video, but overall, he seems to talk a lot about quality guest posts, and he remarks backlinks in the article in a way that seems fine. (i.e. when authors don’t junk their anchors).
However, he often refers to low-quality or paid guest posts as “spam”.
How it benefits SEO?
Guest posting helps progress SEO performance by giving you a way to get backlinks with anchor text that you control.
Anchor text is the perceptible, clickable text in a hyperlink. Mos. explains it well here:
Backlinks are one of the most important factors that affect your search engine rankings. This is because Google and other search engines use backlinks as essentially a “vote” for a particular page.
Google has also inveterate that links are one of their top three ranking features. That’s why clients still come to us for our link building amenities.
And understanding (or parsing) the link’s anchor text is how Google uses links to convey topical value to pages.
A link’s anchor text helps search engines understand what the page being linked to is talking about. Search engines use this to rank a page for the right keywords.
We can see evidence from the original paper that Google’s algorithm was based on:
For example, if I link to my Link Building Services page with the anchor text “Link Building Services” (see what I did there?), this tells Google that the page I linked from What it probably has to do with link building services (as it does!).
If other authors link to the same page, it will increase Google’s confidence that the page should rank for the term “link building services”.
So, while this is why you should copy and paste the above paragraph in its entirety into your next blog post, the bottom line is that the anchor text control is what guest posting is best for link building and SEO performance. makes
If you give editors content they want to publish, you can simply pop an anchor text link into your article and they’ll have no problem leaving it there for you. Just don’t overdo it. Instead of using exact match anchors based on the keywords you’re trying to rank for, use topical matches to get your page to rank for many long-tail keywords.
However, you choose to use your anchor text opportunity, guest posting gives you that option in ways that other link building
campaigns don’t. This makes guest posting an excessive go-to link building approach for sales pages, product pages, and other pages that aren’t intended for expected links.
Now is the time to establish your authority and utilize the great potential of guest blogging.
Follow these lessons and best practices and start working on your guest posting plan for success.