Monday

Is Guest Blogging Still an Effective Link Building Strategy?

In January 2014, Google’s Matt Cutts posted a startling article on his website. (1) The post started out, “Okay, I’m calling it: if you’re using guest blogging as a way to gain links in 2014, you should probably stop.”

Wow! This sent shivers down the spines of guest blogging content marketers.

The problem is that with any authentic and trustworthy marketing strategy, spammers find a way to manipulate it to their advantage. This in turn makes is a less than favorable strategy for legitimate marketers.

As an example, at least once a week, sometimes more, I receive an email from a writer, marketer, or whoever, who wants to send me an original, exclusive, on topic, article for my blog. S/he in turn would get a link in bio content.

Because of these 3rd party shenanigans, the first thing I do is check the link they intend on including. They’re always to a 3rd party company. As a result of all these queries, I revised my guest blogging guidelines on my website – I no longer accept 3rd party links in guest posts.

Hubspot.com advises that “any links intended to manipulate PageRank or a site's ranking in Google search results may be considered part of a link scheme and a violation of Google’s Webmaster Guidelines.” (2)

But, this is not to say that guest blogging should be thrown aside and trampled on. It means it’s up to the blogger to be aware of what’s going on with Google, what the ranking is of the site you’d like to blog on, and who is requesting to blog on your site.

Guest blogging done for the right reasons still works.

Proven and Here-to-Stay Guest Blogging Powers

While guest blogging no longer holds its SEO link-building powers, it still has effective marketing benefits:

  • Visibility
  • Increasing your reach
  • Making connections
  • Building authority
  • Sharing your expertise
  • Branding yourself and promoting your  products/services

How to do It Right

It’s important to understand that guest blogging Cutts is talking about has nothing to do with multi-author blogs. Cutts notes, “I’m also not talking about multi-author blogs. High-quality multi-author blogs like Boing Boing have been around since the beginning of the web, and they can be compelling, wonderful, and useful.”

Also, if you’re a regular guest blogger on a high-quality site, you’re safe – this type of site can be considered a multi-author blog.

The important thing to remember is that if you’re guest blogging on quality sites purely as a means to broaden your reach, make connections, and build authority it’s still a very effective content marketing strategy.

Summing it Up

If you’re an honest writer/marketer and use the system for legit purposes, you should continue to guest blog. Just be aware of the sites you’re blogging on and check out (or refuse) unsolicited requests to guest blog on your site.

For more a more in-depth look on guest blogging guidelines, read the post at Hubspot.com.

References:
(1) http://www.mattcutts.com/blog/guest-blogging/
(2) http://blog.hubspot.com/marketing/whats-the-deal-with-guest-blogging-nj

P.S. If you like this article, please SHARE IT. And, it'd be great if you leave a comment!

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MORE ON INBOUND MARKETING

Online Marketing with Grassroots Visibility (2 Fundamental Elements) Part 1
The Author Platform – You Definitely Need One and it Should Have Been Started Yesterday
Blogging - 4 Major Mistakes to Avoid When Writing Blog Posts

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2 comments:

Dorothy Thompson said...

Great article, Karen! I would hope all of us weren't that gullible to accept articles from places they know nothing about. They're good in trying to trick you into thinking they are specifically looking for blogs like you because their content is just right but always click on the link they provide usually in their signature line and it always leads to places that are in no way appropriate. These are indeed spam blogs.

Karen Cioffi-Ventrice said...

Dorothy, thanks for stopping by! And, yes, an ounce of prevention is worth a pound of cure. Always check links.