Guest Blogging Is Not Dead
Guest Blogging Is Not Dead, It’s Done Differently
The next time I hear somebody say guest blogging is dead, I am going to have to chew and swallow my tongue, not just bite it. Really, these people make guest blogging sound as appealing as leprosy.
The thing is, guest posting was once an effective strategy. Writers could embed inbound links which greatly aid a websites ranking in search engines. It used to be a good strategy.
Until web hosts started charging for links that is; then streams – no, an ocean – of low quality content flooded the internet. Which upset Google!
The Big Guy, and quite rightly so, put an end to this ugly inbound content nonsense with the introduction of the Penguin algorithm. Now the search engine giant stamps out any guest blogging malpractice.
Please note, I state the “malpractice” of guest blogging. It is still possible to contribute to third party sites without cheating. All you need is a skill for writing and knowledge of your industry.
Perhaps this is why some digital marketing agencies are saying guest blogging is dead!
Contributing to third party sites
The past practice of scavenging for inbound links has unfortunately damaged the reputation of contributing to third party sites.
What’s worse is, top writers contributing to industry magazines do not get credited with kudos links back to their own website.
Industry magazines and third party influencers are not allowed to include linked anchor text in the body of their content anymore. Authors are now given a bio with a no=follow link back to their website.
But despite the disadvantage of losing the inbound link, publishing content on a reputable third party site such as an industry magazine is still worth the effort. Why? It raises your brand profile and positions you as an expert in your field.
And these two factors speak volumes when building an online profile.
Trust and authority scores
Contributing to industry magazines earns you respect. Not only do hundreds more eyes have access to your content and brand name, you are credited as a trustworthy source and established as an authority in your field.
When building an online reputation, trust and authority is vitally important!
This is certainly the case with online consumers. When anybody is dealing with faceless online businesses for the first time, they need assurance they will get value for money and a quality end product.
Whether author reputation will carry any weight with search engines is undecided at the moment. Google et al have not acknowledged expert contributors will be given credit in search engines. And maybe they never will.
However, what we do know is that trust and authority scores carry a fair amount of weight as a ranking factor. In my world, that suggests there is scope for author ranking factors to be used in the future – if they are not already!
The need to build an online profile to gain visibility and trust with search engines and end users cannot be underestimated.
Now that paid advertising is hogging screen space in search results, online business owners need to find alternative solutions – and the practice formerly known as guest posting is the way to do it.
Oh yes, guest blogging is alive and kicking!