Building Links Through Guest Blogging? Tread Lightly

/Building Links Through Guest Blogging? Tread Lightly

Building Links Through Guest Blogging? Tread Lightly

In a recent article I wrote – the focus was on backlinks – and how user engagement on your website is becoming more important for SEO than backlinks. Coincidentally, shortly after I published that blog Google announced a warning for webmasters about building backlinks through guest blogs. You can view the entire Google message here.

If you’re not familiar with guest blogging, it’s a tactic many website owners have implemented over the past decade. The idea is to find a blog on the Internet where you can “guest write” an article for them. If you own a website with a blog, you’ve likely seen many people reach out attempting to write a guest post for you. Most of this is spam.

Is guest blogging all about spamming? No. In many cases, a guest blogger can add a ton of value to a website. What Google has noticed, however, is an increase in spammy links from these “guests posts,” with violations consisting of:

  • Stuffing keyword-rich links to your site in your articles
  • Having the articles published across many different sites; alternatively, having a large number of articles on a few large, different sites
  • Using or hiring article writers that aren’t knowledgeable about the topics they’re writing on
  • Using the same or similar content across these articles; alternatively, duplicating the full content of articles found on your own site (in which case use of rel=”canonical”, in addition to rel=”nofollow”, is advised)

To be fair, none of this is really new. We’ve known for years that keyword stuffing, duplicate content, and poorly-written content is bad. I think what’s “new” with this warning is Google’s ability to identify link spamming that in the past may have not been as obvious.

I think guest blogging still has its place, despite the warning. However, as a website (and business) owner you should be thinking about strategic partnerships. Who shares the same target market as I do? If you’re an aesthetic practice, high-end salons, med spas, boutique stores, and spas are a good start.

If you focus on developing a partnership then the conversation is more about helping each other gain exposure by driving visitors to a website procedure page, specials page, or an event sign up page, to name a few. The backlink is simply an ancillary benefit, but the main goal is to tap into a new segment of your target market interested in your services, much like Google AdWords or Real Self spotlights.

Start thinking about how you can produce top-notch, interesting content that you can share on websites, blogs, and social networks where your patients are. If you generate backlinks, great! But isn’t highly-targeted traffic better? The answer is, undoubtedly, yes!

If you run an aesthetic practice and you have any questions about guest blogging, blogging, or SEO in general, drop us a line here. You can also reach us directly at 877-673-7096 x2.

About the Author:

Tom joined Matt in 2010, helping co-found Turbo Medical Marketing. As COO, Tom oversees all production and works directly with both the executive team and the Account Managers. Tom has helped to formulate systems and processes for sales, business development, internal marketing, service offerings, client intake, and employee hiring and training. You can get a sense of Tom's marketing knowledge, as well as pick up some marketing tips and insights, by checking out the Turbo blog that he contributes to weekly. Tom has also spoken at several aesthetic conferences in the past about topics ranging plastic surgery technology to mobile marketing. Tom received his B.A. in Business Management Economics from the University of California at Santa Cruz. He is a former collegiate rugby player and he enjoys golfing, snowboarding, hiking, and playing with his dog Yogi in his spare time. He's also a mentor with the Big Brothers, Big Sisters program in Charleston. Tom lives with his wife Lindsay in Mt. Pleasant, SC.

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