What is guest blogging in SEO

Blogging for others? Yes, but right! Guest blogging is not an SEO measure!

Is Guest Blogging Dead?

If it's all about getting a backlink as an SEO measure, then yes. Otherwise, definitely not, because that's not what guest blogging is about. Matt Cutts recalls:

"Back in the day, guest blogging used to be a respectable thing, much like getting a coveted, respected author to write the introduction of your book."

So it's about respect. Both the respect (or let's call it appreciation) that we show other bloggers through our support with high-quality content, as well as the respect that we earn as guest bloggers in foreign readership. We're talking about personal contact and relationships, not satisfying bots!

So I want to explain to you todaywhat really matters when it comes to guest blogging and how to properly prepare for a guest appearance in someone else's blog.



The history

In the English-speaking blogosphere, “guest blogging” or “guest posting” has been a common practice for years in order to network with each other as bloggers and to support each other with high-quality content. Guest posts were also increasingly used by companies to easily generate backlinks - and over time, guest posts fell into disrepute as a cheap "SEO measure".

Here in Germany, as we know, everything always happens a little later. But since Google has already reacted to the abuse of guest articles and especially Matt Cutts through statements like “Guest blogging is done; it's just gotten too spammy ” has seriously damaged its image, few bloggers in Germany dare to write for others. Matt Cutts only refers to that in his statement Abuse of guest blogging as a link building strategyas he clearly emphasizes in the following sentence:

"I wouldn't recommend relying on guest posting, guest blogging sites, or guest blogging SEO as a linkbuilding strategy."

In this discussion, it was never about guest blogging itself, but only about evil SEO ulterior motives :-)


But why should I write for others then?


Benefits of guest posting on other blogs

I had already presented some advantages here in the blog, but overall we can state more:

  1. By reaching out to a new audience, you increase your own reach. In return, the blog owner receives a very high-quality article and his readers get a change of perspective.

  2. As an author, you improve your link structure through legitimate and relevant backlinks. Although we already mentioned it at the beginning: backlinks are allowed and nice to have, but they are not the reason for a guest post.

  3. By supporting each other with high-quality content, you improve your relationships with other bloggers.

  4. By writing guest articles, you will build up a portfolio over time and will be recognized as a guest author. This increases your overall credibility with the readers.

  5. The additional writing improves your writing style. And not only that, by adapting your article to the structure of the target blog, you may also learn new methods to improve the reading flow of your own readers.


The right preparation of a guest post (+ pitch)

  • Think carefully what you want to achieve with a guest post and decide on the basis of which blogs are suitable for this goal. For example, if you want to gain new readers or want to expand your email list, then you are probably looking for blogs that are similar to yours and whose readers are also interested in your content.

    You can find a nice guide on how to identify relevant blogs at KISSmetrics.

  • Inquire about how active the blog owner is on social media and how engaged the blog community is. I think a small but active community that shares posts regularly brings more than a large community that just reads. Familiarize yourself with the blog and its readers as a whole: What level are the readers (beginners, advanced, etc.)? Which types of content are well received (instructions, infographics, etc.) and how detailed are the other contributions? You may also find helpful information in the Contribution Guidelines, which you should read anyway.

    In the best case, you can also look at other guest posts and guest authors in advance to assess what makes them stand out (you can find my guest authors here).

  • Bring you before your request, at the latest before the publication of your guest article, in the community. This is best done through helpful comments on the blog itself, but of course also in the appropriate circle on Facebook or Google+.

  • Kristi Hines also recommends to seize a suitable moment (If it shows up promptly, waiting makes little sense). This time could be when you are mentioned in the target blog or its community, when another guest article is published and the blog owner is specifically looking for guest authors.

  • It continues with the request. Write this email as personally as possible, maybe you have even had contact with the blog owner in advance via social media and he already knows that your request is coming? It is important to address him personally and to introduce yourself (including a few reference articles with strong social sharing). But keep it short, after all, it's not about you, but your guest article ;-)


So now you can start!

Try your luck as a guest writer. Nothing ventured nothing gained ;-)

The more guest posts you publish over time, the more likely you will be perceived as a guest author by other bloggers. Every step, no matter how small, counts! Over time, you will build up your very own "Guest Post Portfolio" and you may even receive one or two invitations.


Quick tips for your guest articles

The following tips will increase your chances of being accepted on the one hand and your own benefit on the other:

  1. Adjust length, language and formatting (including images) to existing blog articles. This saves the blog owner a lot of work in adapting your guest post to the usual appearance.

  2. Link content from the target blog, because internal linking is also important for the blog owner in guest posts and, again, saves him additional work.

  3. Ask the readers to take specific actions (comment, share, etc.), because only those who ask will get an answer.

  4. My personal tip: Create a special landing page before publishingthat you link in your author bio at the end of your guest post. This can help new readers get started on your blog.

    Would you like an example? Here is my landing page for my guest article on blogprofis.de (don't forget the tracking parameters so that you can evaluate the success in numbers).


Okay, you're slowly becoming the real guest blogger, keep it up!

To top it all off, I have a few more recommendations for you on what you could (and should) do after your guest article has been published:

  • Thank the publisher and, if necessary, invite him to write a guest post for your own blog
  • Share your guest article in various networks and content sharing platforms
  • React promptly to comments (in the blog itself and on social media) - a corresponding alert is very helpful here.


I like to stay in contact with the blog owner afterwards and ask about his impression. They can also tell you exactly how many visitors your guest article received and how often it was shared. I consider this type of transparency to be a very good basis for renewed cooperation in the future. After all, networking with one another is exactly what we bloggers are looking for, am I right? ;-)


With this in mind, I hope you enjoy guest blogging, I hope this article will help you!


Key takeaways

  1. Guest blogging offers many advantages for everyone involved.
  2. With the right preparation, you will also get a commitment from large, well-known blogs. And if not, you can apply to the next-smaller blog without much effort. Work your way "top down" to always find the best possible publisher.
  3. Promote your publisher and guest post on various platforms to generate additional traffic. Motivate readers to comment and respond to reactions in a timely manner.


And now you!

If you would like to try your hand at being a guest author, feel free to apply to me. J You can find the relevant guidelines here and I am also ready to give you specific feedback on your request. Don't worry, I usually only decline if the topic doesn't fit or the quality isn't right. Experience has shown that everything else can be adjusted with a reasonable amount of effort. I look forward to your suggestions!



FYI (who cares): I worked about 6 hours on this article (1,450 words) (including research). These articles were particularly helpful: