January 27, 2014
If you keep up with Matt Cutts’ blog, you saw that he recently proclaimed the death of guest blogging.
…Well, sort of.
While plenty of marketers are running around like chickens with their heads cut off in response, if you dig into Cutts’ blog post, you’ll see that he’s actually done serious content marketers a big favor.
Cutts starts out his post with a spam e-mail he received from someone who was offering to pay him in return for publishing a guest post on his blog (with a couple of “dofollow” links, of course). Cutts then goes onto say, “So stick a fork in it: guest blogging is done; it’s just gotten too spammy.”
Cue the Chicken Littles.
Instead of sticking around to read the rest of Cutts’ post, most people took this one sentence to mean that the guest blogging sky was officially falling. They didn’t bother to read the parts further down where Cutts specifically refers to “the clear trend towards guest blogging being overused by a bunch of low-quality, spammy sites” and “low-quality/spam guest posting and guest articles.”
The panic over Cutts’ post was so widespread that he actually added a follow-up at the bottom, saying in part:
“There are still many good reasons to do some guest blogging (exposure, branding, increased reach, community, etc.). Those reasons existed way before Google and they’ll continue into the future… I just want to highlight that a bunch of low-quality or spam sites have latched on to “guest blogging” as their link-building strategy, and we see a lot more spammy attempts to do guest blogging. Because of that, I’d recommend skepticism (or at least caution) when someone reaches out and offers you a guest blog article.”
If you’re a SERIOUS content marketer, this is exactly what you want Cutts to say.
You want to know that Google has the ability — and the desire — to punish people who try to manipulate the system with low-quality, spammy guest posts. After all, that’s not part of YOUR plan. If you’re a serious content marketer, you already knew that guest blogging was a fantastic way to establish expertise, built trust, and generate exposure on authoritative sites. As a result, you already knew that you had to publish the very best guest posts in the very best places — and you knew that the sites you were publishing on were very selective in the guest authors they worked with.
Cutts is simply reinforcing everything you already knew.
If you have the RIGHT guest blogging strategy, Cutts’ post should feel like a breath of fresh air. After all, he’s telling you that your slimy competitors won’t be able to out-rank you by getting a bunch of junk published on equally-junky websites. He flat out says that “High-quality multi-author blogs like Boing Boing have been around since the beginning of the Web, and they can be compelling, wonderful, and useful.” It’s clear that he respects guest blogging and the people who do it the right way.
As long as you’re one of them, you have nothing to worry about.
Nicole Beckett has helped countless business owners create the right guest blogging strategy. If you want to publish content that both humans AND search engines love, you need to work with Nicole and the team of professional journalists at Premier Content Source.