Guest blogs: are they still relevant for SEO?

Those who delve into SEO and linkbuilding has no doubt heard of guest blogging. This practice, in which you write an article for another website in exchange for a link to your own site, was for years the favourite of marketers, self-employed people and SMEs looking to increase their visibility. But its guest blogs anno 2024 still effective as an SEO tactic? In this article, we take you into the world of guest blogging and discover all the do's and don'ts, specifically for Flemish entrepreneurs and companies.

The evolution of guest blogging within SEO

How guest blogs became big within link building

In the early days of search engine optimisation, guest blogging was a particularly popular way to backlinks score. The reasoning was simple: the more relevant websites link to your site, the higher you rank in Google. Guest blogs thereby offered a win-win situation. You provided a valuable article, the host got free content, and you got a link in return.

But as with so many SEO techniques, success also created abuse. The internet was flooded with superficial guest articles with little content, just for the sake of a link. Search engines like Google began penalising these practices, including with updates like Penguin. Since then, the impact of guest blogging on SEO changed.

So what does Google say about guest blogs?

Google is clear: guest blogging just to get links is out of the question. Google calls this 'link schemes', where people try to artificially create links to manipulate rankings. If you write guest articles purely for a backlink, you run the risk of a penalty, especially if they are for non-relevant websites or superficial content.

But Google also says: relevant, unique and valuable content does remain allowed. The key word is quality. A guest article that really contributes something for the audience and fits the context of the website is not penalised.

The pros and cons of guest blogging for SEO

The pluses of guest blogs as a marketing tool

When handled correctly, guest blogs are still very valuable for your online visibility, authority and your SEO results.

• Relevant links: A link from a strong, content-related article on a trusted website still has SEO value. Especially if it is a relevant context and there are not excessive guest articles appearing.
• Building authority: By delivering engaging content on leading industry websites, you demonstrate your expertise, which strengthens your credibility and brand recognition.
• Outreach and new audiences: Guest blogging puts you in the spotlight with another website's audience, which can lead to more traffic to your own site and even new leads.
• Networking: Writing guest articles opens doors to valuable collaborations within your field.

The pitfalls and risks

Guest blogging also has downsides:

• Time investment: Genuine quality guest articles take time to write and coordinate correctly with the host.
• Risk of spam: If you build links on irrelevant platforms or inadequate content, your reputation as well as your ranking could be damaged.
• No quick-win: SEO results via guest blogging usually only show up in the longer term.
• Excessive links: Too many 'feel-good' guest links can be seen as unnatural by Google.

How to use guest blogging smartly for SEO?

Choose targeted and quality platforms

Always select websites tailored to your sector, target audience or expertise. Avoid generic platforms with no clear editorial or low traffic. A single link on a quality, niche platform is much more powerful than ten irrelevant external links on dubious sites. Therefore, always check the site's reach, domain authority and content quality before making a proposal.

Focus on value above all else

Always write for the public of the guest platform: offer insights, tips or cases that cannot be found anywhere else. Keep it understandable, relevant to readers and unique. Avoid sales pitches or generic advice. Use images, cases or figures to make your point.

Link strategically and naturally

One relevant link to your own site is often enough. Always use a natural anchor word or a 'source reference' with which you add to the story. Build your link within context to avoid it coming across as forced.

Tip: Want to know more about a smart link building strategy? Then be sure to check out our extensive page on linkbuilding.

Avoid pitfalls and remain transparent

Don't put your energy into massive outreach to random blogs, but selectively approach platforms where you can create value. Transparency is an asset: state why you want to bring up a particular topic and what the audience will gain from it. This will increase your chances of publication as well as build lasting relationships.

Guest blogging outside SEO: added value for your business

Also separate from search engine optimisation there are strong arguments for guest blogging:

• Personal brand and visibility: You put yourself or your company on the map as an expert within your sector.
• Lead generation: Good guest articles attract new visitors interested in your products or services.
• Gaining confidence: By sharing valuable information, you build a loyal readership.
• Media coverage: Articles on authoritative platforms can inspire journalists or other influencers to approach your company for interviews or collaborations.