Content Marketing Blog

Guest blogging best in moderation

Guest blogging is an easy and cost-effective way to gain brand awareness and draw more traffic back to your site. Although it is definitely worth including in your content marketing strategy, it should be done carefully and in moderation.

Traditionally, guest blogging has been the process of an individual posting something useful onto a site, and linking back to their own site, which then wins them traffic. But in recent years, the method has been misused by spammers in order to gain a higher search ranking. 

Last week, in a Google Webmaster Help video, Google's Head of Search and Spam Matt Cutts answered the question "How can I guest blog without it looking like I paid for links?"

Cutts said that there is usually a pretty clear definition between sites that are paying for links and those that are guest blogging legitimately.

Spam content doesn't usually match the title of the post or the overall content of the website, and often is very keyword rich.

Proper guest blogging is mostly done by an expert on the subject and contains a paragraph about the writer. It also doesn't contain as many keywords as spam.

Guest blogging should be done in moderation, explained Cutts. Although it is beneficial tool, it should definitely not be a full-time job and it is not the best way to build up a site's reputation.

Guest posting has become a fad, said Cutts. In the last few months there has been an increase in poor quality guest posts, he explained, many of which are not original content.

With all the changes Google has made recently there has been a lot of speculation over how Google differentiates between 'good' and 'bad' sites. Last month Google announced the new Hummingbird algorithm, launched the Panda 2.1 update and embedded all searches to stop keyword tracking.

Despite these new changes, guest blogging and blogging in general is definitely a market worth tapping into. Companies that blog receive 97 per cent more inbound links, according to a recent infographic by Ignite Spot.

The infographic also revealed that 90 per cent of consumers find a brand's blog helpful, while 70 per cent of consumers learn more about a brand through their blog than through advertising.

Posted by Dylan Brown

Castleford