Guest Blogging – Why Bother?

Building links is one of search engine marketing’s trickier and more time consuming tasks. While it can take days to go through Analytics data to fine tune a website, hours to refine keyword lists and a seemingly never ending round of brainstorming to generate content ideas, these all pale in comparison with the investment needed to build links. We’re not talking about just any links here, but the good quality, worthwhile links that will have an SEO impact and deliver traffic – and hopefully future clients – to your website.

Guest blogging has always been on the savvy link builder’s radar, but lately it seems to have been mentioned more and more. Guest blogging can work two ways – either you write a blog for another website or you get a blogger to write for you. This post will examine the latter and whether it is worth the effort of seeking out guest bloggers and seducing them into writing a post for your page.

Benefit 1: Fresh Content

If link building takes the most time, it can sometimes seem that coming up with interesting new angles, new takes and new opinions to form into fresh content takes the most brain power. No matter how creative you are and how passionate you are about keeping your website updated, it can be hard to come up with new ideas. One of the barometers of good content is that it isn’t just a rehash of what you have said before which makes life difficult when you have been writing content regularly on the same topics.

Getting a guest blogger to agree to write a post for you is a neat way to solve the creativity issue. You get an article or an opinion that is written with a fresh pair of eyes. And a third party will always have a slightly different take on a topic, giving a unique new post for your page. Even if you think that you plumbed the depths of subject matter for your industry, a guest blogger will usually have an idea for something that you have overlooked. With the benefit of this originality, you get an injection of fresh new content – something you can never have too much of.

Benefit 2: Building Authority

If you pull off the coup of getting a known name in your industry to write a guest blog post for you, you’ll instantly enjoy a little bit of authority by association. The fact that you have someone well respected in their field writing a post for your site automatically ups your own authority factor – a bonus that can have long last implications for your site, your brand and your search engine presence.

If you can get your blogger to write a series of posts and prolong the association, all the better.

Benefit 3: Increased Readership

No business can exist online without measureable traffic, but traffic that is relevant is worth its weight in gold. Bloggers are omnipowerful online and in the best cases, become celebrities in their own rights – Perez Hilton and Bip Ling for example – in their particular field. Much like a favorite singer or actor, where they go, their fans go. This is great news for you if you can persuade a blogger with a loyal following to put pen to paper for your site as you’ll naturally get their own fans popping over to your blog to read their latest missive. This increased readership may turn into more blog followers, Twitter followers, tweets or Facebook likes. All of these activities will help you to build your brand visibility but can also amp up your social media influencer rating, leading to better search engine rankings.

Benefit 4: More Links

If you’ve picked guest blogging as part of your link building strategy, the indicator of success will be whether or not you actually pick up any new links as a result of your efforts. Fortunately this is where your and your guest bloggers interests coincide. They are likely to post at least one link from the main blog back to you because they will naturally want to promote the fact they have been given the honor of a guest post. To bloggers, readers and comments are the lifeblood of what they do and can help to monetize their blog so they are just as inclined to promote it their end as you are yours.