Guest posting is a SEO technique where marketers dress links to their resources in elaborate pieces of content on other blogs and websites. It is usually a win-win deal for everyone involved: a blog receives an engaging, relevant article, usually a longread which helps them raise reader involvement, and provides unique expertise or entertainment for the readers. A guest blogger receives a backlink with a great authority weight and attracts traffic to their resource. You can read more about the mechanics of guest posting in our article.
But guest blogging can actually reap you more benefits than what you see on the surface. Let’s get into the details of what advantages guest posting offers and why it is essential for a wholesome SEO strategy.
Pretty obvious, right? Guest posting is one of the most popular white-hat link building tactics. Meaning, Google doesn’t frown upon it, it provides you with good-authority backlinks which are usually very relevant, organic and well-placed. Guest posts are meticulously composed to bring useful content to the audience, so the article will likely stay in its place for a long time, so will the link. All this really allows you to hit the mark with Google crawlers.
Like we already said, in a guest post a backlink is wrapped in a pretty package of an exciting piece of content that is meant to provoke a positive response from readers. The use of a new venue increases your exposure and gains you a new audience. It means that you raise your chances for being randomly backlinked by some of these people just because they like you. A neat side perk!
A guest blog post has better chances of becoming viral (which is every SEO marketer’s cherished dream). But even if it doesn’t, the word of mouth still gets going and people will reblog, retweet, and repost the original guest post content with a fair probability. Second, third level referral links come flowing in, especially if the blog where you guest posted is a popular one with a loyal engaged audience.
If creating your own style, tone of voice and showcasing your unique content plays a big part of your marketing strategy, a guest blog post is the best way to promote it. Guest articles imply that you get the audience acquainted not just with your product or services, but with creators behind it. A guest post is a way to market your brand in a much more personal way. It’s good for the audience, but it also scores you points with Google, because Google trusts you more, as a content provider, if they know the creator behind the content.
Back from the days of TV ads we know how it works. People like to use things that everyone knows about. Having popular blogs feature articles about you will boost your brand recognition and people will trust you more, because they have heard, read about you. The more times the information about you touches your audience, the more ‘familiar’ you will seem to them. It is known to be a decision-making factor when people make a choice in a competitive market. They think they know you, you become more transparent for them, so they are more likely to buy your products or services.
A good influencer or blog integration usually gets noticed. Bloggers sometimes struggle coming up with new content ideas their audience find exciting and useful so they do monitor their competition in that respect. If you make one successful blog post, you are highly likely to bargain more similar offers or even receive ones. In this case, you can count on better deals or even continuous collabs which would benefit all sides. This helps you to build a network of useful contacts and increase your outreach.
After you have done guest posts for some time, you will have an extremely valuable database of contacts, a white list and a black list of influencers and blogs, described by their openness to collabs, the quality and the speed of their work and, most importantly, the outcome of a guest post in numbers. A.k.a, number pageviews, leads, conversions, new subscribers, new organic backlinks, user retention, etc. This kind of analytic data will help you to make important corrections not just to your link building efforts, but to your entire SEO and marketing strategy.
When you feature in a solid, thought-out, high-quality piece of content in a reputable blog, you immediately come across as an expert for the audience of that blog. When you do it on a regular basis, people come to associate you with valuable knowledge, expertise and trustworthy sources of information in your domain. Do we even need to tell you how being considered an expert and a figure of authority in one’s field is good for your marketing? Of course we don’t.
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