10 Ways Guest Posting Services Can Help Grow Your Online Business
Let us begin the article, by raising some important questions about Guest Posting Services-
Is Guest Posting Dead?
Can Guest Posting Services help grow my website traffic?
What are some of the best ways to do guest posting in 2019?
Are there digital marketing agencies that offer specialized guest posting services?
Can I ask my SEO Services agency to start a guest posting strategy?
Guest Posting Services is a digital marketing strategy. It involves creating content about your brand, product or service and then placing it on a different website. Brands and agencies do this in the hope of winning new audiences, website traffic, sales and SEO metrics like backlinks.
In 2019, Matt Cutts, Head of Google’s Web Spam team announced that ‘guest posting is dead!’
This was a huge announcement, especially given the importance of guest posting as a digital strategy.
However, days later, he clarified that authentic guest posting is still very much there.
The stern views were directed at spammy guest posting sites and publishers. Websites, which had made guest posting a paid, manipulated and contrived strategy.
In other words, people were using guest posting to but do-follow links from spammy websites. They were doing it with just one intention- to climb the search rankings!
This is something that Google considers a clear violation of its ‘quality guidelines’.
Table Of Content
- 1 Google and Guest Posting Services: The Rights and the Wrongs
- 2 Benefits of Guest Posting for Brands:
- 3 A Case Study of a Successful Guest Posting Services Strategy:
- 4 10 Ways Guest Posting Services can help grow your Online Business: The List
- 4.1 1. Reach out to your Target Audience:
- 4.2 2. Generate Quality Leads and Optimises Sales Conversions:
- 4.3 3. Build your Online Brand Credibility and Goodwill:
- 4.4 4. Educate, Inform and Win Audiences through Great Content:
- 4.5 5. Build Quality Backlinks with Guest Posting Services:
- 4.6 6. Become a Content Marketing Expert:
- 4.7 7. Get Feedback from the Industry and Improve the Brand:
- 4.8 8. Social Media Benefits of Guest Posting:
- 4.9 9. Establish Meaningful Relationships with Industry Authority Bloggers:
- 4.10 10. Builds Brand Awareness and Authority:
- 5 Conclusion:
Google and Guest Posting Services: The Rights and the Wrongs
The biggest mistake agencies and brands make is not aligning to Google’s quality guidelines. They feel that it is easy to manipulate the biggest search engine on the planet. I just want to ask one question to those brands and agencies-
“Do you have bigger resources that Google”?
No agency or brand can reply in the affirmative. This is because they simply do not. Once everyone has understood this, we can move on to how you can make Google happy, and make the most of Guest Posting.
For Google, the primary aim of its search engine is to provide quality information to its users. The importance of great content sits right at the top of Google’s ranking criteria. Every other digital marketing strategy or strand follows from it.
For example, if your content is excellent, informative, original and useful-
- You will have no problems with guest posting, as industry websites would want your content. In exchange for your content, they will recommend your website to their traffic.
- The same goes for bloggers. The excellence of your content will make them give your website link to their traffic.
- In terms of link building, your great content will open doors and avenues through digital strategies.
This is the ‘intention’ that Google wants agencies and brands to have and set as their priority. Once the content is great, guest posting services and other SEO services start showing results.
In order to make guest posting a valuable and ROI bound strategy, content plays a critical role.
Benefits of Guest Posting for Brands:
Most agencies and brands are aware of the basic benefits that guest posting brings. However, for the purpose of people who are not aware, I will list them-
- Quality guest posting services help drive industry related users to your website. This helps your website get more traffic.
- The best guest posting strategies help in convincing and converting visitors into buyers and consumers.
- There is a marked increase in your SEO scores and website metrics. This improvement, along with traffic helps climb the search rankings.
- Guest Posting helps establish credibility and trust in the industry. It also helps in being accepted in the digital community of the industry of which you are apart.
- If you are availing the right kind of guest posting, it can help cut down your digital marketing budgets significantly.
In addition, quality guest posting can help you win Google’s trust and faith. This is essential if you want to establish yourself as an industry authority voice in the near future. I have also seen that Google starts promoting good websites organically after a period.
As I already mentioned, most brands and agencies are already familiar with the first four points. However, some of them might be unfamiliar with the fifth and last point.
A Case Study of a Successful Guest Posting Services Strategy:
I wanted to take this section and narrate one case study that my team and I engineered last month. For respecting client privacy, I will not be taking any names.
Last month, I had to execute a guest posting strategy for a Digital Marketing Company.
The brief was the usual. However, the limited budget, I wanted not to ‘spend’ on guest posting. Rather, I wanted to allocate that budget for other SEO services.
I reached out to tech and digital sites, which accepted guest posting. These sites had a DA over 70+ and DR also in the 60-70 range. Their website traffic was more than 10,000+ every month.
If you go via the paid route, these sites were charging more than $350 USD!
There was no way I could afford that. I got a hold of my best content writer, and we worked out a strong content strategy.
We researched articles and issues that were not there on their website. Drafted a personalized mail, and pitched them the idea.
Long story short-
- They loved the innovative article idea.
- The personalized email was appreciated as a sign of professionalism.
- A 3000+ SEO optimized and image-rich article was the reason for their happiness.
- We received two do-follow links- one in-content link and one link in the author bio.
- They were also kind enough to give us one no-follow link for the client’s blog section.
I replicated the same strategy by taking help from my best content writer for 15 more websites. The result- success! Each time.
The Guest Posting strategy is still underway and going in the same fashion. We hope to build at least 50 quality backlinks for our client in the next couple of months.
10 Ways Guest Posting Services can help grow your Online Business: The List
1. Reach out to your Target Audience:
Website traffic is the biggest marker of success for any brand.
A successful guest posting strategy helps you reach out to the right kind of audience. This is your target audience in every sense of the word.
Please note that in order to be successful, guest posting is done with industry relevant website and publishers.
This helps in targeting traffic that is already interested in the domain.
Relevant traffic helps in more engagement, better returns, and ultimately more sales and leads.
For example, if you are a kitchen equipment manufacturing company, you should reach out to food bloggers, cooking websites and product review platforms.
This will help you reach out to people already interested in food and cooking.
2. Generate Quality Leads and Optimises Sales Conversions:
If your SEO services agency is executing the right guest posting strategy, you can expect hot leads and queries.
They key is using the quality of your content to convince people.
You have the right audience, the aim is to present your product and services and win them over.
In my experience, I have seen B2B brands be very successful in generating leads and queries from guest posting.
Another industry, which uses guest posting for leads are professional service provider individuals. These include doctors, lawyers, insurance agents and the like.
This does not mean that B2C cannot be successful. On the contrary, guest posting can generate more qualified leads and conversions than even social media!
3. Build your Online Brand Credibility and Goodwill:
A guest posting services strategy that focusses on the best publishers and industry authority sites is a recommendation.
In other words, if the best in the business is showcasing your content, it means they have faith in you.
This translates to their audiences having faith in you and showing you their goodwill.
Over a period, this will help establish the credibility and goodwill of your brand over an industry. Consumers will know about you, publishers would want to work with you.
The better your brand recall, awareness and credibility, the better will be your sales and revenues.
This is one key advantage of guest posting services. Not only does it help in building a brand, but it also takes care of the marketing and sales part.
4. Educate, Inform and Win Audiences through Great Content:
Think about it- how many brands sell products, and how many brands provide useful information.
In 5 seconds, you will be able to name 100 brands that fall in the first category and 3 or 4 that fall in the latter.
The aim of guest posting is to convince and convert. You need to wow the audiences with such great content that the product sells automatically as an after-thought.
This might be a digital marketing strategy, but it is the oldest and longest running marketing and sales principle in the world.
Educating your viewers and speaking directly to them about their problems will help your brand immensely. 90% of users on the internet are looking for information. The rest are looking for products and services.
On some other article on Guest Posting, you might find this point to be on number one.
This is because a majority of brands and agencies see guest posting as a tool for link building.
They are not wrong. Quality guest posting helps builds great backlinks for your website. However, prioritizing building backlinks over the other 4 points is like putting the cart before the horse!
According to Google, backlinks are one of the top 3 ranking factors.
However, for Google quality backlinks mean that industry authority sites are giving your website a valid recommendation.
Why? Simply because they love your content and feel that audiences would benefit from your link. Building quality backlinks can do in both the right fashion, as well as the wrong fashion.
Google always recommends adhering to its quality guidelines when it comes to building backlinks.
6. Become a Content Marketing Expert:
Content Marketing is taking the digital marketing world by storm. By using quality content and opening doors, agencies are honing their content marketing skills.
However, the biggest reason why brands and agencies are moving towards Content Marketing is that Google loves it.
Trying to implement a guest posting strategy will make you an expert content marketer.
This will force you to create amazing SEO friendly content. You will also improve upon your outreach skills, as you will have to mail several industry authority sites.
The research and development function of your content team will also be put to test. You will have to think of fresh ideas, innovative topics, and enriching images.
Content marketing being a strong Inbound Marketing strategy is the future of Digital Marketing.
7. Get Feedback from the Industry and Improve the Brand:
Some of the biggest brands in the world use Guest Posting services to generate feedback for their brand.
This can either be, for something that they are planning to create, or feedback on a new product that they have released.
As quality guest posting helps reach the right audiences, you can rest assured of getting feedback. The aim should always be to ask more and more people to comment on your content.
This feedback can be constructively used to better your product/service and build goodwill.
There is nothing better than a brand, which listens to its consumers and takes corrective actions. This helps in building online communities and forums.
Guest posting is one of the most potent social listening tools on the digital marketing horizon.
8. Social Media Benefits of Guest Posting:
Love it or hate it, no brand or agency can ignore the power of social media. Guest posting to acknowledges and lives by this fact.
The aim should always be to reach out to industry authority sites that have a strong social media presence.
By sharing your content on their social platforms, the site will help you gain visibility.
This, in turn, will help you get page visits, likes, and shares on your social pages. It is critical that your guest posting strategy integrates a social media angle.
If you are able to get the readers to your social media pages as followers, you will shorten the communication cycle.
You will also be able to communicate directly with them. This is always more advantageous that finding and looking for them on third-party platforms.
9. Establish Meaningful Relationships with Industry Authority Bloggers:
A brand needs to get accreditation from reviewers, influencers and industry authority publishers. Once you start guest posting, you will start establishing contact with these entities.
The aim is to win them over with the quality and usefulness of your content.
Every industry has 20-30 authority publishers that drive millions of traffic and revenues. If you are professional, committed and disciplined, you will gain an entry into their good books.
Being accepted in your industry’s digital community is probably the best your brand can do for itself.
Please, not that this is different from the users’ of fans’ community. Meaningful relationships will help you get access to add-ons from the publisher.
We are talking about attractive services like getting access to their email marketing lists, databases, newsletters, and social media sharing.
10. Builds Brand Awareness and Authority:
If you are executing a guest posting services strategy over a couple of years, you will need to double down for the next stage. In this stage, establishing your brand and its authority are going to take center stage.
This means reaching out to newer audiences and more related industries. Let us take help from the last example of a kitchen equipment manufacturing company.
Once you have made your mark in the cooking, food, recipe publisher industry, you need to add on some other industries. You might want to explore the Health and Wellness sectors.
By highlighting how your products do not mix harmful residue manufacturing elements in the food like your competitors do, you can reach out to newer audiences.
This will also give your content a wide variety, in terms of offering solutions to diverse problems and issues.
I have been a part of the digital marketing industry for a little over a decade. In 10 years, I can count SEO Services agencies that offer great guest posting services on my fingertips.
Most agencies do not have the content creating resources to excel at guest posting. Due to this, they take the ‘paid route; just to get things done.
However, with Google tightening the noose, chances of being caught are more real than you think.
A successful guest posting services strategy always has at its base a great content creation team. Without quality content, guest posting just takes the form of placing your content in spammy sites.
This is why the majority of digital agencies and SEO services fail at guest posting. Worse still, they take brands for a wild ride.
If done right, guest posting can have multiple benefits for brands. From website traffic to sales and conversions, guest posting delivers on all fronts.
We would love to hear from you and would highly appreciate if you could give us your feedback.
For any other queries or information on Guest Posting Services, please feel free to reach out.
Until then, I wish everyone all the success with his or her Guest Posting strategies.