While reaching the first page of the SERP is a major aim of all content marketers, research indicates that sites in the number 10 spot on the SERP have a click-through rate of just 2.5%.
The trouble is, that it can take years of dedicated content creation for your page to get anywhere near the front page of Google. That seems like a lot of work for a very low return.
If only there was another way to earn clicks for your website. Guest posting may just be the solution you seek.
Keep reading to find out more about guest blogs and how they can impact your website’s SEO.
What Is a Guest Post?
Guest posting involves creating content for a website that isn’t your own. Most marketers publish these posts on websites within their industry, or area of expertise.
For instance, if you owned a gardening company, you could publish an article about growing a specific plant on a gardening website, or you could publish an article on a real estate website about how landscaping increases curb appeal.
When you write a guest post, you can include a link to your website in the article, or in your bio at the end.
There are also instances where you can post on a website that features general topics. Forbes is an example of a website that does this.
Either way, you’re increasing the chances that someone with an interest in your products or services might click through to your website.
Guest Posting and Google
There are a host of websites that exist solely for the purpose of guest posting. Some of these, like the aforementioned Forbes, are highly reputable.
Yet, others publish any kind of post, regardless of whether it contains relevant information or well-written content.
These sites don’t receive many benefits in the eyes of search engines, but it’s easy to tell which ones they are. Simply reading through some of the published posts will give you an indication of the content quality of the website.
Nowadays, SEO depends on more than keywords. Google looks at many factors like domain authority, the freshness of content, links from other websites, and website visitors when determining relevance.
It makes sense that people don’t visit websites they don’t trust or those with irrelevant content. So, the better the website, the more people it attracts.
When you decide to publish guest posts, it’s vital to ensure you’re placing them on high-authority websites that people trust and enjoy reading. You can gauge this by checking a website’s domain authority using free online tools.
What Is a Guest Blog Good For?
Right now, you’re probably wondering why you should spend time writing content for someone else when you could be writing articles for your site. The truth is, you have more to gain from writing for someone else’s site than your own.
Here’s why:
You Establish Yourself As an Expert in Your Field
Potential customers don’t assume you know what you’re talking about simply because you own a company and a website. When you publish guest posts on industry websites, you can prove your expertise to the right audience.
Publishing content on your own website is likely to attract a limited audience consisting of existing customers. When you publish content on an industry website, you’re casting your net a lot wider.
The trick is to figure out what people want to know about your industry. Instead of focusing on general topics, look for specific areas of interest where there isn’t a lot of information available online.
It’s always better to focus on a niche aspect of your business rather than general topics. This allows you to write unique content that helps you stand out from the crowd.
Sharing interesting information that isn’t widely published online increases your chances of discovery and establishes you as an expert in your field.
You Can Increase Your Website’s Domain Authority
Backlinks from other websites help increase your online prestige. When other websites refer to yours, Google assumes they value your content.
Guest blogging is one of the top three things to consider if you want to build backlinks to your website.
People judge you by the company you keep, and the same applies to Google. When a high authority, well-reputed website features a link back to your website, you benefit by association.
Boost Your Brand
Interesting, well-written content gives you a chance to show off your knowledge and increase awareness of your brand.
When you publish a detailed bio at the end of your post, you may also attract more likes and followers to your social media profiles.
People who click through to your pages, learn more about your company and might think of you first the next time they need a related service.
Through guest posting, you can also connect with other industry experts, and you’re bound to attract a few leads, too.
Master the Art of Online Marketing
If you want your business to stand out in the competitive online market, guest posts can help give you a head start. As long as you ensure your content is relevant, fresh, and well-written, there’s no reason this tactic won’t work for you.
Riding on the coattails of a well-established, high-ranking website won’t harm either. If you’re feeling overwhelmed by the complexities of inbound marketing, working with a content marketing service helps you conquer the unknown.
If you’d like more help figuring out how to thrive online, browse our website for some great tips.