Nowadays, most everyone remotely involved in digital marketing has internalized the lesson Google has been trying to teach everyone ever since Panda: content is SEO these days. Of course, this doesn’t mean back link profiles are dead. Link juice and link weight still matter and if you’ve decided to give guest posting a go, in order to maximize the potential of your back link profile, chances are you’ve come to the right place. We, at the Guest Post Shop, understand that a digital agency that does social media, search marketing, and guest posting might not understand the delicate process of outreach, which precedes the posting of any guest article on a website. Too often we have heard clients complain of previous experiences, in which the agency or freelancer they had contracted never managed to post any guest content on truly valuable websites.
The Guest Post Shop can reach sites that will truly make a difference for your brand in terms of awareness and visibility and if you’re wondering how we do it, the explanation is as simple as they come – we use common sense in the guest post outreach process. In other words, we strive to create genuine connections with the webmasters we work with. This is probably the only way to get some relevant links out there via guest posting; by treating the bloggers and/or webmasters you come into contact with as you yourself would like to be treated. Here are some essential ‘golden rules’ to managing your outreach process, should you decide to go through it in-house.
- Avoid template approaches
The owners and runners of sites you may want to guest post on can now be contacted through a wide range of means – and most often this takes place either via e-mail or through social media. Whichever approach you choose, you need to make sure you don’t sound like a door-to-door bible salesperson, using the same old pre-defined speech with everyone. If you decide to do outreach via social media, then make sure that your (re)Tweets or comments don’t sound exactly the same. Social network profiles make it very easy for webmasters to track down the people behind them and if they realize you’ve been using the same “I love your blog, do you take guest posts?” line with everyone, chances are they’re going to be displeased. Keep your approach personal and don’t make it seem like you’re trying to guest post wherever you can – be personable and selective at the same time.
- Invest into the content
One of the most often cited strategies for boosting authorship profiles advises writers and bloggers to save their best material for their own publishing platform. Now, while this is essentially good advice, you don’t want to send any poorly written, half-baked or otherwise easy to dismiss content to a site where you want to guest post. After all, good content is what both you and the guest posting site webmaster are after. As such, whether for samples or for content meant to be guest posted, give it your best shot. Write as if you were writing for yourself. Make the content memorable through approach and tone of voice, informative, and as shareable as possible. And if you’re not sure whether your content meets this criteria, ask yourself whether or not you would share it, if you didn’t know who wrote it.
- Place your links smartly
Depending on where in the article you place your link, the anchor text is going to look differently. Exact match anchors to company names, though no longer encouraged by Google, should mostly be used in the author byline or bio. If your anchor is an exact match, but not a brand or company name, then make sure it is placed as such that clicking the link would make sense to the reader. If you read the article, would you click that link? If not, then you probably need to recontextualize your anchor differently. Another great strategy to use, should the guest post host site approve, is to include as many links to resources as possible, within the body of the article. As long as the commercial link also provides relevant information and might prove useful for the reader/user, then it’s safe to say it has been properly placed.