Guest posting and SEO
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Lori H. Morris

SEO & Content: The Impact Guest Posting Has On SEO

SEO works with the support of valuable content. Such content should have a reaching effect that aids in enhancing a site's contribution to high-authority websites.

Posting articles on other online publications as outside authors can be an opportunity to reach new audiences on trustworthy platforms and this can help expand your online horizons. However, you cannot push your content to all websites that you find of interest or value expecting to shoot up the ranks in SERPs. The marketing strategy you employ is as equally important as the approach; hence you need to research if you are to maximize the value of either.


Research domain authority & relevancy of every publication

Marketing experts in the information industry know that pitching to editors at publications is never a practical approach, especially when it pertains to content that is a far off topic. Assuming the piece is published, sourcing viable links that are relevant to the topic or the related site that has long-term benefits regarding SEO inputs will not be easy.

Yes, some aspects of that should and can be done may sound simple, but ask most publications editors about your strategy and you will get an earful of how someone hopefuls base their approach on random articles that have no place on the publication's site.

Focus on working with reputable publications that are authorities in their respective industries as opposed to those that content farms that major on nothing but spams. Regarding the official image of any publication you consider approaching, just ask yourself if you would have second thoughts about sharing any of their articles with your professional connections or your friends.


Backlinks for guest posts

Understand and abide by the guidelines of how to leverage backlinks and you will not go wrong. You can use tools such as MozBar when working on the link metrics to know which links (internal and external) are the best to follow and not to follow in an article.

Fish for and use links that have the SEO juice to benefit every site they are connected to and exude a high possibility of enhancing your SEO even when their respective web sites drop them. The goal is to work with what helps generate leads via valuable organic referral traffic.

Also, check the body of the guest posts for the contextual links (you can use cognitiveSEO for this). Most contextual links, especially those in the right publications, are a weightier impact that footer links and those in the bios. You can leverage the contextual links in your optimization efforts. Google bases its relevancy factor on these links and using them can help improve the user experience by availing additional valuable information to your readers.

Also, leverage long-tail keywords instead of the main keyword with the aim of having unique phrases compared to your contenders. Use the long-tail keywords in the title tag placing them at the start of the title. While at it, limit the wordings of the titles to 60 characters to make them appear full in search engine results pages. However, check out the actual SERPS displace to confirm things are in order before you send the content to the editor.

Work from article to article ensuring that you target different primary keywords in each piece to avoid cannibalization that makes Google start guessing the page that it can rank based on a particular keyword.

Include the target keyword and keyword phrase in the meta description to boost your optimization efforts. Such inputs can promote the website's mobile-friendliness and increase the page loading time. However, trying to get such aspects from publications is not within your control since you are a guest contributor.

Nevertheless, quality of the content is in your control. The quality is not just about writing your article well; it also has to do with the use of various tools such as cognitiveSEO, Moz, SEMrush, and Google Analytics to help with keyword research and analyze the article's performance to know which keywords to perform better. While at it, check out the quality of the links to ensure you, maximize the impact or gains of each article.


The benefits of guest posting

Generating optimized content as a guest can prove to be much work. However, it still is worth every effort. Guest posting offers numerous SEO benefits that can impact your optimization campaign strategy.


Natural backlinks

You get natural backlinks from high-authority publications. Using underhanded tricks to gain short-term benefits can see Google heavily penalize you. Play nice, do things the right way when guest posting even if it is blogging because this should be a long-term strategy that bolsters your online visibility in searches.

Google ranking is also based in backlinking; thus, contextual links from reputable publications will be worth a lot than ten links that you may have from sites of a lower rank. Keep in mind that the anchor text and the link should support a robust link portfolio.


Valuable brand exposure

Leveraging influential publications in your SEO, especially when it comes to content and guest posting, can be an invaluable component in building and marketing your brand. The insights that you manage to have posted on high-authority publications that your target market or audience engages with can help position your online brand in the right place.

Keep in mind that, guest posts cannot be compared to link-building farms. Overdoing your content optimization can provoke Google to devalue the SEO juice in your posts that come from the backlink. Stick to the principles; creative, informative content that you optimize the right way and forward it a reputable online publication. Such efforts position you as a respectable and influential leader in content generation and increase opportunities that you can leverage to connect and engage your target audience.


Long-term domain authority

Having regular content accepted and posted by reputable publications makes you be regarded as an expert in your industry, and this can transcend beyond your image as a leading brand to making your company be ranked as an authority in the industry. The guest posts should have educational assets that help generate quality links from leading reputable sites, which can bolster your website's domain authority.

Work with reputable websites that is what has been expressed since the start of this article. Trying to find quick results in your link building strategy by working with "spammy" sites will only dent your online image. The best approach, therefore, is to work with high-quality publications that actively engage their audience and strive to keep them interested in the information they have to share.

Moz or cognitiveSEO are just some of the tools that you can use to gauge the essential qualities of a link in comparison to the overall domain authority of your website so that you have to invest in something that offers little or no gains.

Guest posts and other forms of content in most publication websites do not differ much, but the distinction becomes apparent once SEO comes into the picture. Get it correctly, and guest posting will be a highly effective strategy worth injecting in your optimization campaign that ensures that the right audiences get to see your content.


Guest posts should include links to other websites besides your own

Most guest bloggers look for ways of having many links that point to their leading sites, which is a strategy with very detrimental impacts on their futures author's space on the blog once the owner discovers their coy tactics. It is a move that increases the risk of not getting repeat invites. Limit the backlinks to around two or three on a post that has less than 1200 words. If you are to do more than three, then the post should be regarded to as very authoritative content. The blog host will be inclined to invite you again if you also put in the effort to include several internal links.

The average blog post is estimated to have around 1159 words and ten links. Given such numbers, the ideal link distribution should have two links to the host blog, two to your site, and the remaining links to other websites that have related and relevant content.


Final thoughts

Guest blogging will keep thriving and continue to be a vital SEO strategy for your business. The less-than-per blogs are ineffective thus of no relevance regarding content and optimization. Conversely, authoritative websites in your industry are the ideal contenders to consider increasing online traffic and ranking. Consider working with a search engine optimization specialist to see a difference in website traffic and conversions.

About The Author

Lori H. Morris

Lori H. Morris is a digital marketing specialist and content writer for a Toronto web development company that specializes in digital marketing success, SEO and social engagement.

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