Guest blogging is fast replacing link building as a strategy for search engine optimisation and improving page ranking.
Link building is frowned on by search engines and can lead to a search engine downgrading page ranking or even sand boxing a web site.
So here’s a quick guide to some frequently asked questions about guest blogging.
What is guest blogging?
Guest blogging is publishing content from a popular blog in your market to promote your site as a relevant and respected content provider.
You can also offer content to other sites in your sector to make guest blogging a two-way street.
How do I find a guest blogger?
Just make an email inquiry to someone publishing content that complements your web site. Don’t go to a direct rival, but a blogger who adds to your content.
For instance, if you sell mortgages, you could take guest blogs from home insurers, property tax experts and home sellers. Guest blogs should add value and ranking.
What’s the SEO benefit?
In return for the content, you and the blogger swop links with the aim of inbound links adding to the credibility of both your sites with Google and other search engines.
Won’t Google penalise duplicate content?
Yes, Google does penalise duplicate content, so you have to have a unique content agreement with the blogger.
How do I check the blog is unique?
Easy, take a sample paragraph and run through a Google search. If you publish a lot of content from third-party authors, then consider investing in a plagiarism checker like Copyscape.
How do I make sure the blog is a good fit with my content?
Some good tips include agreeing topics and word lengths in advance and setting up a style book for your web site that covers issues like consistent spelling and citing sources of facts and statistics.
What if someone asks me to guest blog?
Check out the web site and make sure any links will be plus points for you. Also ask whether your blog will be syndicated – you want to control where your content is published and should only agree a first publication deal with the other site.
Be clear that any subsequent publication in newsletters, other web sites or as part of a guide or book will need separate consent from you.