Last year Guest Blogging was the buzzword in SEO. Since Google made the algorithm change, forcing SEOs to look for unique and relevant content to aid their ranking efforts, so-called professional guest bloggers arrived in droves and every SEO agency started offering guest posts, content exchanges, blogger outreach (and any other way of putting it) as an additional link building exercise.
As a blogger myself, I have no trouble with people making a living from writing and I embrace the changes imposed by Google to ensure content on the web is of a high standard, is unique and is relevant. I understand that for SEOs to acquire natural links, they need to start thinking outside of the box. However, that out of the box thinking seems to have gone amiss with guest blogging, there’s serial misuse of the practice across the web, and this general bad practice amongst SEOs (who’re still trying to con the search engines and have now taken to practising not only black-hat SEO but have extended their reach to content as well) is now impacting brand reputation.
For the purpose of this blog, I’m going to avoid getting into the link building debate, yes we understand that guest blogging for SEO is born out of getting a portfolio of backlinks, but as a Content Marketer, there’s far more benefit than just a link.
For a marketer, guest blogging provides a unique way to extend the reach of their business, build advocates for the brand and showcase their knowledge. Content exchanges have been commonplace for years now, mainly between high profile professionals who wanted to provide their audience with new content from a respected source. However, with SEOs utilising it as a mass link building exercise, things can and are going wrong.