Blogging in itself offers a wide array of benefits to your brand. Not only does it increase SEO, but it can also reflect your expertise to potential customers or clients. Businesses of all sizes and across many different industries have found blogging to be a strong tactic in their content marketing strategy.
Guest blogging is the practice of writing an article or blog post for another company's blog. This is a way to build relationships, increase your authority, get broader brand exposure, and (of course) build backlinks for SEO. Inbound links, also called backlinks, are a primary SEO ranking factor for search engines. Guest blogging offers an opportunity for you to write valuable content and link back to your own website.
Technical SEO Considerations:
The website must load quickly on all devices
Structured Data tells search engines what each page is about
The amount of time that people spend on your website and the number of pages they go to.
What other websites link (backlinks) to your site? And what is their domain authority
The keywords used on each page.
Content SEO Considerations:
The topic or content of each page
Is the information valuable to readers?
Is the content sharable?
Will people spend time on it and come back to it?
Now that you have a basis for understanding the potential SEO power behind a guest blog, let's talk about how to do it and create guidelines for accepting guest blog posts.
1. Making Friends + Building Partnerships
Guest blogging is about building a relationship with other complementary businesses. This should be a reciprocal relationship where there is both give and take. Not only should you write an article for someone else's blog and link back to your own, but offer for them to write on your blog and link to their own website. As long as you are both offering value to the other person's audience, it's a win-win situation.
2. Consider the Audience
When you tap into the audience of another business, it gives you additional exposure and helps you establish authority among an audience. Be sure to get insights from your guest blogging business partners about their community or target audience. The characteristics should align with your own audience (i.e. a similar customer persona).
What are the most important things about your brand for guest bloggers to know? There are distinct lines that you mean need to draw in the sand such as types of language used and references to politics. Are you going to choose the images and layout of the blogs posted to your website? If that's your preference, then say so in your guest blogging guidelines.
4. Writing Rules
Do you want to require guest bloggers to follow any other writing standards? Some of those rules may include the length of the article, the inclusion of headlines, and keywords. How do you want them to cite sources? Do you have any preferences about linking to other websites? Perhaps there's a limitation on the number of outbound links.
5. Submission Guidelines
How would you like guest bloggers to submit their blog posts to you? You can have them email you with a specific subject line or create an online form. Are there any specific formats or deadlines for accepting guest blog posts? Most likely, you will want to reserve your right to make edits to these blog posts, so make sure to say so.
You want the content on your website to offer value to your audience, align with your brand while driving new search traffic. Connecting with other businesses to exchange expertise in the form of a guest blog is a great way to achieve your marketing goals.