Guest posting has been equally vilified and glorified by SEO experts. While the strategy certainly does have its boons where back link profile building is concerned, it also comes with a clearly defined set of downsides. Here are three things your guest posting strategy should never be about.
- Do not devise your guest post strategy on the (very) long term.
One of the main problems with guest posting as a stand-alone strategy is that, after a while, its returns tend to decrease, while the implementation costs stay the same. Try to visualize this: when starting out your guest posting campaign, it will take a while to get it to lift off the ground. You will need to identify good publishing opportunities and assure the webmasters of those websites that your content is high quality. Since you can only post one link per article, you will need to carefully time-map your campaign, in order to avoid two other issues: you don’t want your potential readers to get flooded with too many articles promoting the same website and you don’t want to keep the campaign running long past its due date. This due date comes right around the point where the guest posts are no longer improving metrics, yet the campaign expenses are the same as they were in the beginning.
- Do not use guest posting as the sole means to achieving your goals.
The biggest perk about guest posting is that, eventually, they will bring readers over to your website our blog. No longer will your blog be filled with thoughtful articles that no one reads or comments on. However, guest posting achieves its full potential when used as part of a larger, coherent strategy, which includes both on-site content and guest posts. This means that you, the webmaster behind the campaign, will have to analyze all the opportunities for promotion you have at your disposal. Think Facebook, Twitter, Youtube, comments, newsletters, etc.. Then decide if guest posts fit into the equation and, if they do, calculate their usefulness in terms of metrics on the long term.
- Do not lower your standards when it comes to the websites you post on.
Last but not least, posting extra content on other websites is limited by the number of appropriate websites you can post on. The number of sites that are perfectly suited in all respects is sadly limited. A site which may qualify in terms of topics and themes approached could fail when run through the test of Domain Authority and/or SERP. This brings the guest post campaign manager to a very vulnerable point, where they have to ask themselves the following question: “Do I expand my opportunities by posting on sites that may not entirely suit my standards, or do I keep posting on the same websites over and over?” Both variants have their pros and cons. Whatever you do, don’t oversaturate your readers, but don’t stoop to low quality websites either. It’s all about balance and timing.