Ever wonder about the viability of guest posting as backlinking strategy, given the changes in Google’s attitude toward backlink quantity? It’s true that guest posting played a big role in helping marketers and SEO professionals build authority and increase visibility for their websites in the past. That being said, there have been huge changes in the SEO world since then, and its effectiveness for SEO has declined a bit. Not completely, however, since guest posting can still be a useful SEO tactic when it’s done properly under the right conditions. This article will cover the history of guest posting, why it started to decline, and the circumstances under which it remains useful.
The Rise of Guest Posting
In the early 2000s, backlinks were one of the primary methods Google used to determine a website’s authority. They still are today, but Google’s attitude toward them has changed significantly since then. These days, it’s about the quality of the backlinks instead of the quantity of backlinks. Guest posting was so great because it was a convenient way to build backlinks by publishing articles on other websites and linking back to your own. It didn’t take long for marketers and SEO professionals to realize they could generate links, improve their search rankings, and gain exposure to new audiences by contributing to reputable blogs.
It was proven by research that websites that earned backlinks from multiple referring domains consistently ranked higher in search results. As a result of this discovery, guest posting as an SEO tactic exploded in popularity. It was less about high quality content and more about getting links on as many sites as possible. Many websites and blogs started accepting guest posts, and it wasn’t long before it became a standard practice in digital marketing.
Google’s Response to Spammy Guest Posting Practices
Guest posting’s growth in popularity also led to a growth in the number of people abusing the system. Some marketers started using “black-hat” SEO tactics, posting low-quality content on irrelevant websites just to gain backlinks. This caused a lot of spammy, poorly written guest posts that added very little value to hit the internet, and Google took notice.
Google rolled out its Penguin update in 2012, which specifically targeted manipulative link-building practices like low-quality guest posting. Marketers who were mass-producing guest posts to build backlinks saw their rankings plummet. Websites involved in practices like this were starting to get penalized, and guest posting as a strategy began to lose a lot of effectiveness.
The decline of guest posting got much worse when Matt Cutts, then head of Google’s web spam team, famously declared in 2014 that guest posting for SEO was essentially dead because “it’s just gotten too spammy.” This was seen by many as a deathblow to the strategy.
Why Guest Posting Still Holds Value Today
Even though it helps a lot less with SEO these days, guest posting is still a viable strategy under the right circumstances. It doesn’t provide the immediate ranking boosts it did before, but it offers value in other ways, particularly for long-term brand-building and establishing authority.
- Building Authority and Thought Leadership: Guest posting on high-authority websites can still help you position yourself as an expert in your niche. By sharing valuable insights and expertise on reputable blogs, new audiences are exposed to your content, and you establish credibility with them.
- Driving Direct Traffic: Even without the SEO benefits, guest posts on relevant, high-authority websites can drive targeted traffic to your site. For example, a post on a popular industry blog can attract readers who are genuinely interested in what you have to offer. While these links may not boost your rankings directly, they can lead to conversions and brand engagement.
- Networking and Partnerships: Guest posting can also build relationships with other industry leaders and influencers. Building these connections can open doors to future collaborations, which can be more valuable than a simple backlink.
However, if you want to succeed with guest posting these days, you need to focus on quality over quantity. Posting on irrelevant or low-authority sites will do more harm than good. Instead, try to contribute content to high-authority websites that align with your target audience. There are several tools you can use to check whether a site is worth the effort of guest posting on.
The Right Guest Posting Strategy in 2024
To get the most out of guest posting today, you need to emphasize quality, relevance, and long-term value. Here are some elements of any effective guest posting strategy:
- Choose Quality Sites: Avoid publishing content on low-quality or irrelevant blogs. Instead, go for websites with high domain authority that are respected in your industry. This makes sure your guest posts drive traffic and boost your brand’s reputation.
- Write High-Quality, Relevant Content: Focus on providing valuable content that genuinely benefits the target audience of the site you’re contributing to. Google’s algorithm values user experience and content relevance more and more these days, so spammy posts with keyword stuffing don’t work anymore.
- Focus on NoFollow Links: Many reputable websites use NoFollow links for guest posts, meaning the link doesn’t pass SEO value but still offers traffic benefits. Guest posting should no longer be viewed as a tool for SEO alone but as a way to genuinely connect with new readers.
Alternatives to Guest Posting for Building Authority
While guest posting can still be useful, there are also several alternatives to guest posting you can think about. In a modern SEO strategy, you can use these strategies to complement guest posting, or replace it entirely:
- Content Collaborations: Work with other brands or influencers to create valuable, co-branded content. This could include joint webinars, podcast interviews, or eBooks that appeal to both of your audiences.
- Podcasts and Webinars: Launching or appearing on podcasts and webinars is a great way to reach new audiences. These formats let you have in-depth discussions and give you a platform to demonstrate your expertise.
- Influencer Marketing: Instead of guest posting, work with industry influencers to promote your brand. Influencer marketing is an important strategy for today’s digital marketers, especially in niche markets.
When you combine guest posting with these strategies, you create a well-rounded SEO strategy for digital marketers that drives traffic, builds authority, and increases brand visibility.
Is Guest Posting Obsolete?
While guest posting doesn’t dominate the SEO landscape the way it did in the past, it isn’t entirely obsolete. When you do it correctly, guest posting can still be a valuable tool for digital marketers, especially for building authority and driving traffic. That said, it needs to be part of a broader content marketing strategy, instead of a quick fix for SEO.
Combining guest posting with modern alternatives like content collaborations, podcasts, and influencer marketing is a much more effective approach. When you focus on quality content and building meaningful relationships, you can continue to benefit from guest posting while staying on top of changes in the SEO industry.
