What is Guest Posting in SEO?

What is Guest Posting?

Guest Posting also known as Guest Blogging, is the act of writing a blog post for another company’s blog with the intent of reaching out to a newer audience, helping expand your brand awareness, and/or getting a backlink to help with SEO.

Guest Posting is not only good for writers but publishers as well. Guest Posting helps publishers with fresh content, ideas, and expertise for their users. Guest Postings also help increase traffic to your website by providing backlinks and inbound links.

Why are links important?

Links are a vote of confidence from one web page or website to another. Links are essential and are among the chief criteria for SERP rankings.

By evaluating the quality of your website’s backlinks or inbound links, search engines try to determine its reputation. The more high-quality inbound links you have on your website, the higher chances you have for ranking top in SERPs, considering your content satisfies the need and intent of the search user.

Moreover, links help you generate traffic and exposure for your brand, build authority and get your pages indexed quickly by search engines. Various studies show that despite their amazing content, websites do not make it far without the help of links. All things said, there could be a time in the future when links will become unimportant; however, that time is not now.

Benefits of Guest Posting in SEO, and Otherwise

The following are the benefits of guest posting in SEO and otherwise:

Contextual Link

A Contextual Link is a link made within a paragraph. It is considered to be more beneficial as a backlink. And, the more clearly you provide the context, the more chances you have for the contextual link to be clicked by the reader, which is why Search Engines consider these backlinks to be of the highest value. Guest Posting is one of the primary methods to get these kinds of backlinks.

New Audience

When you publish a guest post with a link to your website, some users are likely to click on the link and visit your website. As more readers of the third-party website engage with your guest post and click on your link, the more referral traffic you will receive. Moreover, if your guest post ranks high on search engines, it will gain more new visitors and generate more referral traffic.

E-A-T for Guest Posting

E-A-T stands for Expertise, Authoritativeness, and Trustworthiness, a concept that search engines like Google follow in their search algorithms to judge the quality of the content on a page, including guest posts. Guest posts that follow E-A-T guidelines get a lot of attention from Google since they match Google’s intent to provide a solid and trustworthy solution to the users.

Brand Awareness

The true purpose of guest posting is to make a noise about your brand instead of just getting a backlink. You can do that by focusing on creating a high-quality guest post that educates the target readers or provides them with a definite solution and has the potential to rank higher on search engines while showing your expertise and authority on the topic smartly.

What is a good blog vs a lousy blog?

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Simply put, a good link comes from a relevant website or blog with proven authority on search engines. But how do we determine the authority of a target blog? Here comes the role of Third-party SEO tools like Moz that have provided a metric called Domain Authority (DA) or Domain Rating (DR). But, I hate using DA or DR since those are third-party SEO metrics, not something that Google considers for ranking a web page on its SERPs. A website that has been penalized by Search Engines for its spammy SEO practices can still have a high DA or DR.

A good website for guest posting is one with a decent amount of traffic. The traffic doesn’t have to be in hundreds of thousands. The selection of a good quality website for guest posting can depend on various factors like the target niche, the number of posts, overall traffic, and the website’s backlink profile.

A good website will have a high editorial standard which is easily visible through the quality of its content and its selection of topics. It wouldn’t allow any random content on its blog. It would have some editorial standards for guest bloggers to maintain the quality and integrity of their blog.

Blogs that allow just any content don’t usually have very high standards, and those blogs don’t have much link equity to pass to the website they link out to.

How guest posting has changed over the period and affected the SEO

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The purpose of guest posting has changed over the years because these days authority websites often have an overabundance of guest posting requests, most of which are requests with low-quality content or from non-established contributors. Whereas many websites these days don’t accept guest posts, others either ask for payment for a backlink, or have a similar membership model to submit guest posts.

Furthermore, search engines are more advanced now than ever and can differentiate between low and high-quality content. It has resulted in authority websites being more alert about their quality and every guest post they accept. Hence, these websites often have high editorial standards.

Producing content that matches their high editorial standards takes time, effort, expertise, skills, and creativity, and most websites don’t have that many resources or time. Now it is more about making 50 high-quality guest posts than over 500 low-quality ones. So, the more closely you follow their editorial guidelines and focus on their readers’ needs, while ensuring your backlink fits naturally with the context in the paragraph, the easier it gets to generate a backlink from the guest post.

Despite all the challenges and complexity, if done correctly, guest posting still remains one of the best methods to get a high-quality backlink and generate referral traffic for your website.

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