Business owners and digital marketers are aware that there are a lot of mixed messages about guest blogging. Naturally, you may have heard both benefits and detrimental aspects regarding the use of guest blogging for a business website. But you may have noticed that guest blogs are quite popular, and many websites invite articles from external authors.
So there must be some reason why it is such a common practice. The truth is, guest blogging has several SEO benefits for any website and should be a part of any standard digital marketing strategy. We will discuss some of the SEO benefits of guest blogging in this article.
There are several other aspects of guest blogging that we have not included in this article. So if you wish to know more, please check this complete list of blogging facts and statistics.
Generate Organic Traffic
Most digital marketers want to invite guest blogs because they want more organic traffic for their website. These blog posts are also beneficial for the authors because people who read them can also check the link to the author’s website, as long as it is included in the content.
Guest blog posts can also attract regular visitors to your website. That means, every time you post a new guest blog, you will get more organic traffic from your existing and new audience.
A survey had revealed that websites could attract up to 50 referral traffic per guest blog on average. Almost 15% of the guest articles surveyed generated more than 100 referral sessions, and some of them received more than 500 visits from referral traffic.
Add Unique Content
Guest blogging allows you to add unique content for your audience. Google and other search engines also love fresh content as much as your regular readers. It enables search engines to provide appropriate and up-to-date information to users.
So when you have regularly updated web pages, it signals Google that your website may contain the most relevant information. Regular content updates also provide search engine algorithms the opportunity to keep your website on their radar and index it whenever required.
However, bear in mind that only good quality content will add credibility to your website. It will keep your readers engaged for longer durations which will boost your search engine ranking. Quality content can also improve your domain authority and rating. But poor quality content can increase your bounce rates and hurt your website rank on search engine result pages (SERP).
Backlinks are an effective way to tell search engine bots that your blog pages contain valuable and credible information. The more backlinks you have on your website, the higher it will rank on SERPs.
However, if your guest blogs do not have any backlinks, they may not generate any organic search traffic. Therefore, make sure that your guest bloggers add high-quality backlinks that can boost your website ranking. These are some pointers to include quality backlinks on the articles:
- The link should be to a reputable website with good domain authority.
- The author should introduce the target keyword naturally in the anchor text.
- The linked website is relevant to the topic of discussion in the blog post.
- There is a do-follow tag attached to the link.
Expand Your Network
Guest blogging can simplify the process of connecting with influencers in your industry. When you accept the post from guest authors, you can foster a group of influencers engaged with your industry niches. You may even get the chance to participate in communication threads where influencers brainstorm relevant topics, which will allow you to collaborate with them.
Irrespective of the influencer community’s outlook for your business, you can always leverage allowing them to publish on your website for cross-promotion. However, you will have to remain active in the influential community by leaving comments and sharing other blog posts authored by them.
Boost Internal Linking
Internal linking can be an efficient way to help your target audience navigate to your website. It is also useful to establish hierarchy and pass on link juice from one page to another. Guest blogging can be the perfect opportunity to boost your internal linking strategy.
“Guest blogging to provide backlinks to your site can be incredibly beneficial when it comes to your SEO performance. Relevant and natural backlinks not only help with showcasing your website’s relevance and authority, but they can help your page rank higher in search results. This in turn can increase your organic traffic – so long as they are quality links.
If you’re using backlinks in guest blogs on your website, you need to ensure that they are linked on relevant, non-spammy anchor text and that the page they land on adds to the content on your website. Not all backlinks are created equal, so you need to make sure that poor ones don’t negatively affect your site’s performance.” – Matt Janaway, MarketingLabs
All you need to do is make sure that your guest bloggers add links to a couple of your webpages in their articles before posting them on your website. It may take some time to become effective, but it can certainly boost your website’s performance on search engines.
Target Long-Tail Keywords
Ranking for the most relevant keywords is a part of any company’s SEO strategy. But unless you are one of the biggest brands in your industry, you will probably not rank in the top spot on the search for those keywords. Therefore, it is better to target longer and more specific keywords that your target audience may use on search engines.
Even though long-tail keywords achieve better SEO results, it can be difficult to place them on product pages. Therefore, you can ask the guest bloggers to include those long-tail keywords in their articles and link your business website. That way, your website can appear on SERPs when your target audience uses those keywords in their searches.
As you can see, there are several SEO benefits of using guest blogs for your digital marketing strategy. So do not get deterred when people tell you that it is not worth the effort. That is probably because those people did not use quality content or the right strategies to make the most out of guest blog posts.
If you accept articles with good language, valuable information, and authoritative backlinks, you should be able to reap the benefits we discussed. If you still feel unsure, you can consult an SEO expert to learn how to get the most from guest bloggers.
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