Summary: Real-World Guest Posting Strategies on #SEOchat

Moderator: Ruth Burr (@ruthburr)

Should guest posting still be part of a world-class link building strategy i.e., is guest posting dead/over?

@LogicalMediaGr: Yes more definitely! It is a great way to rank better for keywords & any easy way to drive traffic to your website. We love it. Relationship building has a lot to do with guest posting, especially blog post exchanges.

@kasialorenc: absolutely. guest posting works

@justinkofron: Guest posting as long as it goes with the right relationship building strategy should be part of your link building strategy.

@GaryLHenderson: I feel guest blogging is great when done as part of a consistent digital #PR strategy.

@wilcoxaj: There will always be a place for gbp done right. Even if GG devalues at some pt, there’s still great traffic value.

@DerekOstler: I think quality guest posts are still good, however; I think we will see google value Guest posting links less going forward though.

@corey_northcutt: also am not sure any link building method has ever totally “died”, the exploiters/abusers are just dealt with.

@haychuck: Guest posting is alive and well, dollar-store quality guest posts never had much weight

@FogelRivka: Guest-posting is valuable even if w a shift from links to content, esp if the algo moves toward co-occurence. Definitely guest-posting should align with other content strategy, with digital strategy in general.

@ruthburr: I agree that relationship building is a huge part of guest posting, and link building overall.

@DerekOstler: Guest posting should be more than just getting a do follow link to your site.
@ashbuckles: Yes. Guest posting is a critical part of world-class link building but it needs to be treated as 10/10 content.

@murtuzi: I have heard a lot about how it potentially affects the blogs ranking, I only backlinks to good quality content.

@AmirLearner: As with everything SEO related, it’s all about content – if you have top notch guest posting content – you’ll do alright.

Beyond a link, what are your goals for a guest post? How do you measure them?

@FogelRivka: Another method toward community- and engagement-building. If it’s about community, then you should start seeing results in direct traffic as well.

@shuey03: Obviously referral traffic… take it a step further, referral traffic that converts to sales.

@shuey03: I also hope to get some persona exposure. more followers on Twitter, G+, etc
@ruthburr: Referral traffic for sure, but I look for more branding/engagement than direct conversions from guest post traffic.

@sbenhart: Guest posting is about earning authority and being a thought leader.

@troygroberg: 1st: visitors. 2nd: link. 3rd: influence. 4th: brand recognition 5th: community building the list goes on.

@Zack_Hanebrink: If you provide value to a relevant audience then it’s a win for everyone. Getting your brand in front of a new audience. Building brand exposure by providing value to your target market.
@FogelRivka: Yes: If you provide value to a relevant audience then it’s a win for everyone.

@xtineds: Traffic, traffic from new sources, & readers may also enjoy the fresh voice from a guest blog.

@GaryLHenderson: Quality Traffic, A Relationship, Citations, Gained Authority, Future Opportunities and Providing quality content.

@LogicalMediaGr: Goals: drive traffic to the website, raise keyword rankings, create relationships. We measure them thru traffic & keywords.

@DerekOstler: Agreed branding/engagement is important #seochat However some places do not want to mention your brand.

@ruthburr: I love all this talk about relationship building – a positive relationship can result in multiple links/shares over time.

@wilcoxaj: A longer-term strategy should always include building a brand. Guest posting is a great way to build a following.

@steveplunkett: Supplementary expertise from someone with valid but different viewpoint than your own.

@narenism: Link, referral traffic, brand building, understand what others think of the brand, increase exposure & credibility.

@VintageAdStock: It’s difficult. I don’t trust Klout/Kred. Get featured on a large/influential blog, people perceive you as influential.

@jakejordan: building authority is important part, I’ve found many new bloggers to follow from a guest post

@DerekOstler: quality website, brand, authority, great content, people share it social/links

@magiclogix: Quality content. Looking to change tone, and add new readers. Measure with new visits, and change in social shares.

@ashbuckles: Another goal is to publish more than one post. Remember to extend the message you’ve already started on your blog; to support your existing content. Offer something to get guest post readers into your lead funnel.

Do you accept guest posts for your blog? What factors might affect your decision to accept or reject a blog post pitch?

@LogicalMediaGr: We haven’t yet, but we are open to accepting them. It all depends on the content & who wants to collaborate with us.

@kasialorenc: yes! if it fits in our content strategy & is relevant to our readers we’ll consider guest posts.

@VintageAdStock: The quality, relevancy, originality are requisite. Spammy content, tons of links get you kicked out.

@sbenhart: I definitely think it’s a 2-way street, it depends on how they reach out & their credibility.

@jakejordan: Yes, big factors are relevancy and creativity of submission.

@steveplunkett: If it’s about links.. i delete the posts.. give readers information not link building.

@mega_trahan: I accept them & look for new ideas or thoughts that will draw in readership & engage a new audience.

@scott_dodge: Yup. I’m not seeking them at all. But if someone that I know and trust, or has proven their expertise asks, sure.

@shuey03: I like to do outreach to others, who are well known and trusted, and ask them to write on my blog.

@emcgillivray: Tell me that actually know something about me & what my blog’s about (whether by guidelines or intuition)

@DerekOstler: How good of content it is. If it is something I would write then yes.

@ruthburr: I for one would be incredibly unlikely to accept a guest post pitch from someone I didn’t already have a relationship with.
@LogicalMediaGr: Why is that? Does it come across spammy to you?

@scott_dodge: It really all depends on the goals of your blog. What value would a guest post from someone add?

@ashbuckles: I accept posts on one blog and I look at 1) style 2) intent 3) examples of their work.

@FogelRivka: Accepting guest-posts can be a good way of having “expert features” on the blog, and whoever we feature would want to cross-promote.

@justinkofron: Open to guest posts, from anyone. Anyone can turn out to be a great relationship. Read the pitch, and go from there.

@wilcoxaj: Are the links supporting a site that is low quality? 2. Is the writing actually interesting w/ good grammar?

@ashbuckles: It’s about telling your story through difference channels; guest posts, PR, your list, social, etc.

What value would a guest post from someone add?

@scott_dodge: I focus less on blogs, and more on industry publications. Ask an editor for the editorial calendar & pitch something that fits. In that instance, you’re adding value to the editor, as it’s one less article they have to write. If you do a good job, do it again.

@LogicalMediaGr: A different outlook on a topic within the industry, a fresh voice and face. It brings a different dimension to your blog.

@jakejordan: New lenses on a subject, we value content that’s not the same rehash all the time

@GaryLHenderson: Authority, Reputation, Credibility, Social Signals, Valuable Content

@sbenhart: The value add is my readers may enjoy a different point of view and teh guest may bring new readers.

@ruthburr: As blog owners I think it can be nice to accept quality guest post content…one less post to write + new perspective/ideas!

@kasialorenc: Bringing in a new audience to your site, the guest blogger’s audience

@ashbuckles: The value is in extending your readership and increasing your list. Thus the need for quality.

@FogelRivka: Cross-promotion opportunities, expert content (esp for e-commerce: i know digital, not dishwashers)

@VintageAdStock: Having people guest post for you is good because then THEY will pimp the content on YOUR site.

@scott_dodge: And don’t feel bad about your motive for guest posting. We know it’s really all about the links. Just make it a hidden motive. Just make the content insanely valuable and speak for itself, and who cares if there’s a link or two in there.
@ruthburrBe: discreet!

@pforiska: If a blogger allows your guest post, ask if they want more content from you and create a schedule to write in the future.

@justinkofron:: what about a close competitor? allow them to guest post?
@kasialorenc: never!!
@ruthburr: I’d accept a post from a close competitor on a case-by-case basis – I wouldn’t refuse it ad hoc
@FogelRivka: No.
@LogicalMediaGr: I think that depends what kind of competitor and what they can bring to your blog. It all depends on the content.
@shuey03: I would too

@scott_dodge: I just have to plug @GarrettFrench’s Link Prospector tool for this – it can really make finding opportunities scalable

Does anyone have any stories about guest posts gone wrong?

@FogelRivka: or freelance writers gone wrong. Unfortunately, too many. When they’re more work for you, not less.

@ashbuckles: I screen carefully to avoid problems. Would love to hear others’ experiences.

@tannerpetroff: Once had a post published on a solid blog but they added 2 links to competitors and stripped our link. Wasn’t happy.

@wilcoxaj: Guest posted onto a site that gets syndicated by 4+ low quality scraper sites.

@brandon_m_cook: Can having too many links from one site hurt your rankings?
@ruthburr: Its unlikely to actively hurt you if the links are natural, more likely that most of those links simply won’t count.

What’s the best way to reach out to blogs to pitch a guest post? Email? Social? Phone call?

@scott_dodge: Social first, then email. Don’t have an “employeename@ibuildlinksforeveryone.com” email address though.

@dan_patterson: We do a lot of email outreach. Seems to work pretty good. I just keep it really simple, just offer to do a post for them on behalf of our brand. If they respond we talk more.

@sbenhart: Twitter is a greta place to start! I wouldn’t reach out via email unless I already had a relationship.

@ashbuckles: “Every possible way” is the best way. I start with their most active social network.

@jakejordan: It’s all in the pitch, not the place.

@LogicalMediaGr: Social has yet to fail us, Twitter is the best to reach out. After social, email works best.

@serfofthesoil: Reach out how they tell you to on the site. If no instructions, e-mail if it is public and realistic to reach. If not get on phone.

@troygroberg: I prefer social. I reach out to people w/ whom I have commented back and forth on other blogs.

@hyderali_: For me it is Email.

@Zack_Hanebrink: All of them! As long as it is personable and doesn’t appear templated.

@tannerpetroff: Always depends on the relationship/industry. I prefer a phone call if I’m comfortable enough. Otherwise, social has been great.

@kasialorenc: Social usually works best, then email.

@emcgillivray: Email as there’s a reason my email’s posted all over the web. However, I’d prefer to “get to know” someone via social 1st

@mega_trahan: I like to use the medium it will be in, so either social or email, not phone. Writing it out helps prove written skills

@DerekOstler: If you can talk to them on the phone that is one of the best ways! Emails get ignored easily.
@ruthburr: Really? I hate talking on the phone. Even my close friends I’d prefer they email me.
@FogelRivka: Though I tend to see those cold calls as pitches and resent them more for some reason

@FogelRivka: Make them aware of you through social, then follow up w email, phone only if you’ve set up a meeting.

@justinkofron: Social and email. Multiple attempts most likely needed. Just don’t become a stalker.
@serfofthesoil: Disagree. If you stalk correctly, not too bad. http://www.slideshare.net/wilreynolds/stalking-for-links

@FogelRivka: Oh blog comments! as valuable as social?
@ruthburr: Blog comments can be good relationship builders but I’d do them in conjunction w/social or other outreach.
@troygroberg: for me blog comments = social.

jakejordan I’ve used this email format for outreach with success #passivepanda http://passivepanda.com/how-email

@thompsonpaul: For me, blog comments as 1st contact works well as they’re most directly tied to kind of content I’d be offering for guest post. Then try to expand the connection to social or email. Many times have had a couple comments lead to email conversation about topic then to request for guest post about it.

@CDeanSEO: social->email->phone in that order has worked well for me.

@ruthburr: I would be most likely to send an email/Twitter DM asking to guest post once I’ve already built the relationship. I think that’s important to note – successful guest posting takes time, both to build relationships and write great content. Part of the reason guest posting is getting a bad rep is from people who don’t want to spend that time to make something great.

@serfofthesoil: Relationships are good but hard. Make sure contact is quality so you can lower quantity and frequency to increase scalability.

@dan_patterson: I think the other key is finding the right placement. Is it relevant? Do they already take guest posts? Makes it easier. I hate the guest posts that talk about something totally unrelated, then at the bottom have a link back. So lame IMO.

@troygroberg: A good guest post can take months in preparing the connections and all that. but it can totally be worth it.

@FogelRivka: Oh as part of the initial awareness building, before direct messaging or email

Which should come first: thinking of a great post topic, or finding a target blog?

@serfofthesoil: Target blog/audience/community first. Saves time if you can prospect.

@dan_patterson: I like to find a target blog first, then think of what would be appropriate for them.
@serfofthesoil: You might not even have to think up what’s appropriate – they might just tell you. Even more time saved.

@kasialorenc: Either one will work, as long as you’re able to pair the right content to the right blog.

@ashbuckles: You should be telling your story and finding great outlets for that story. That doesn’t mean you can’t write new content for a great opportunity. Neither “should” be first.
@TechLH: I suppose it could go either way. Personally I like to find the blog first then find out what content they need/want.
@ashbuckles: It’s probably going to sound more legit to the blog owner that way. But I agree.

@jakejordan: Find the target, research where they need content, offer your mini pitch.

@Zack_Hanebrink: Either. Sometimes you find a site first then think of content. Sometimes you think of a good idea to pitch first.

@mega_trahan: Hopefully the relationship that’s been est beforehand means you already have the blog “targeted” & post comes next.

@LogicalMediaGr: Find that great blog first, then come up with the topic or story. You can revolve the post around the blog you find.

@tannerpetroff: I think the content comes first. Make something awesome (be sure to involve others in the process) and it will be picked up.

@AmirLearner: A lot of times finding the right blog will help you generate post ideas

@ruthburr: I find having a topic helps w/outreach. “I was thinking of doing a post on x” works better than “can I post on your blog plz”

@thompsonpaul: Sometimes finding a good blog, you’ll be able to riff on something they’ve recently published for different perspective etc. This makes your contribution more useful as it ties in even better with their own editorial content.

@scott_dodge: It really all depends on the source. Some have a set calendar, others are totally open. Pick the most applicable.

@CraigFifield: both. though I prefer to think of the ideal content for my purpose first, then determine the best blog for it

@LogicalMediaGr: Yes and No. I think first reaching out can be beneficial because you can both work together to come up with content.

@CraigFifield: surprised at the number of folks looking for the blog first, that seems backwards (usually) to me. post content determines the blog.

Would you agree to do a guest post for a blog that nofollows external links, or won’t allow a link?

@ashbuckles: Absolutely depending on the audience and content control.

@VintageAdStock: Yes. 1, a no follow can still send traffic. 2) Even a name can increase brand awareness.

@tannerpetroff: Yes, definitely. Just because it nofollows links doesn’t mean it can’t send referral traffic. Those can be the best posts.

@mega_trahan: Yes. While having the follow option is great, also getting name out there for readers to see is important, too.

@serfofthesoil: Nofollow almost no problems. No links… they’d need to give me a bit more than a post. Promotion, multiple posts, other benefits.

@troygroberg: Yes, if it’ll bring me traffic and credibility. This is because the link isn’t my primary goal.

@dan_patterson: Depends on the site. I flat out turn down ones that have an expiration on it. “Link will be live for 12 months.” BS
@ruthburr: I agree, links that expire seem super shady to me.

@jakejordan: Yes, for all the reasons in Q2: Would have to be right one though!

@thompsonpaul: Would have to be very special case if no link at all. For no-follow would consider if otherwise value of site was high enough.

@DerekOstler: If they have good traffic and will help build our brand and bring us traffic you bet we will.

@LogicalMediaGr: It depends on the site and the credibility of the site. As long as it will drive traffic and help keyword ranking, we would.

@justinkofron: if you are producing content on a regular basis, a link isn’t required all the time. Depends on the host site.

@ashbuckles: Sometimes the content will spur re-blogs and links so the value is just one-step removed.

@ruthburr: One thing to consider is that sharing/reblogging won’t build additional links if there’s no link in the first place.
@ashbuckles: It “can” build links in a reblog when they’re added. A straight reblog will not tho. Not every writer goes through the same process, and some are less lazy than others, so they research you and add a link.
@FogelRivka: Yes, though more reach will create an audience coming back for more and continued linking later on: building loyalty.

Final Thoughts

@CraigFifield: I see it like this: your goals determine the content, the content determines the blog (or channel). Your goal is *not* to be featured on a specific blog, it is sales, or subscribers, or etc, etc.

@serfofthesoil: http://www.problogger.net/archives/2013/02/15/why-blogs-that-allow-guest-posts-will-be-penalized-in-2013/ – is on the money. Too much of a good thing, and it will be spoiled soon. Guestblogposts are becoming spammy article submissions.It will remain effective for those who use it correctly and die for the bad.

@troygroberg: Real marketing value comes first. Links come after value.

@VintageAdStock: Copywriters need to be passionate people, able to produce passion about anything.

@mega_trahan: Never underestimate the power of honest, legit blogging for content’s sake & not solely for links. Build relationships.

@jakejordan: Bottom line- one guest post on a relevant site, that provides #goodness, promoted well is worth gold.

@ashbuckles: Be creative in all your blogging efforts.

@LogicalMediaGr: Solid, valuable and specific content will always help, no matter the case. Build that relationship and see where it takes you!

@tannerpetroff: Guest blogging, when done right, creates community, promotes your brand, and the brand of the blog posted on.

@DerekOstler: Is it better to write the guest post for someone else or keep the quality content and put it on your own site? Thoughts?
@serfofthesoil: If you do not have good content on your site, put it on your site. Otherwise, get it out there.
@ruthburr: I think a good mix of both is important – I tend to keep the best stuff for my own blog tho.

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