Blogging has been around for decades, and provides a platform for individuals and businesses to express opinions and offer advice.
Whilst technology has advanced allowing for vlogs (video blogs) to be a newer, more visual source of sharing thoughts and information, written blogs are still extremely popular among many audiences.
What is Guest Blogging?
Guest blogging is a search engine optimisation (SEO) tactic used by businesses to help them improve their ranking on search engine results pages (SERPs). Guest blogging can work in a couple of ways, either:
- someone else can write a blog post for your website
- You can write a guest blog post for someone else’s website
Each option can have a positive effect on your business and your websites’ SEO.
Benefits of Guest Blogging
The main benefit of guest blogging in either form is that it boosts your websites’ visibility. Having someone else write blog posts for your website, while maybe seeming counterintuitive, can help improve awareness of your business greatly, particularly if the business or individual writing for you has a large social media following and the means to promote their post over these platforms. The same applies if your business were the one to write a post for another website, as it’s often a prerequisite that both parties involved share the post across each of their platforms, maximising visibility.
Writing a guest post for another site can be, however, a more beneficial tactic. This is because when writing a guest post, you can include a link to your own website (if allowed), which search engines generally use as an indicator that your site is trustworthy and authoritative.
It’s important to keep in mind that guest blogging is only beneficial if you’re partnering with reputable sites. This kind of content needs to serve a purpose and be valuable to readers.
How to Get Started with Guest Blogging
It can be difficult to know where to start in terms of finding guest blogging opportunities. However, one of the best approaches to take is to think of an original topic to write a post about (one you think your audience would be interested in), and then plan out what each section of the post would include. This will give you more influence when finding the right opportunity, as you’ll already have a convincing idea to pitch. If you can think and plan out a few post topics, then even better!
In terms of finding the right guest posting opportunity for your business, take a look at the influencers and businesses that already follow you on social media, particularly focusing on the ones that engage with your content. It should be relatively easy to find out if they have blogs/article pages that you could contribute to (as long as they have a relevance to your business or share the same audience).
In some cases, you may have to pitch a blog post. If this happens, it’s important to do your research into the audience of the business/individual your pitching your idea to, as well as research into posts they’ve published that have gained the most engagements. This kind of data can also be useful for choosing certain topics/themes that are likely to receive high engagement rates and boost readership levels.
Additional Guest Blogging Tips
There are a couple of other factors to keep in mind wen considering guest blogging as a method of boosting your SEO.
Firstly, you need to set out clear goals for your guest post. Whilst it’s all well and good writing a guest post for SEO purposes, you need to have a reason for doing, certain results you want to achieve. Do you want increased engagement on social media? If so, what percentage increase do you want to see? Do you want increased web traffic for a certain page on your website? If so, how many more visitors would you like? These are all examples of goals you could use to justify the time-costs involved in creating a guest blog. If you reach your goals, then great! The time you’ve spent researching and creating engaging blog content worked! If not, then maybe a bit more research could have been undertaken. Either way, goals are essential to measuring your posts’ success.
Going hand-in-hand with creating your goals, you’ll also need to think about how you’re going to track those goals. In terms of engagement rates, page views, and average session lengths (average time people spent reading your post), these analytics should be given to you by the site that has published your guest post. In terms of your own website traffic, any boosts in traffic can be found in Google Analytics (which is free!).
Some businesses or individuals that offer you a guest blogging opportunity may have set rules to follow, such as keeping to a certain word limit, and links you can and can’t include. Agreements should also be made about when key analytics will be shared with you, which ideally should be around the 6-month mark from the date your post was published, as that’s generally the time it takes for Google to index and rank a webpage.
Summary of Points
Guest blogging (when done either way) can be a great tool to improve your website’s visibility. There are, as with anything, a number of considerations to keep in mind:
- The reputation of the site you wish to partner with
- The best places to seek opportunities
- The tone-of-voice you should use or the site writing for you should use
- Topics that will offer value to your collective target audiences
- The goals you want to achieve
- The analytics you want to use to measure the success of your post
Creating an extensive plan will help give you extra sway when seeking guest posting opportunities.
For more information about how LOCALiQ can help you with your SEO strategy, speak to us today.