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Is Your Blog Missing Out? Why Guest Blogging Is Important

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    Here at White Chalk Road, we are big on creating the best tailored link building strategy for each of our clients, and this includes guest blogging.

    The act of guest blogging occasionally gets a bad rap as it can be seen as a negative SEO tactic, but let me reassure you; guest blogging and copywriting is an important linking strategy for growing your business, your blog and your brand.

    Some confusion can be attributed to, when earlier this year, Head of Google Spam, Matt Cutts, spoke of the state of guest blogging. What I have taken on board from the blog post is that guest blogging, either writing or receiving a guest post, quality and context should always be the primary focus.

    There are so many great reasons to guest blog and to accept guest posts, including exposure to a new audience, branding, increased reach, building a community, and so on. Guest blogging is also a great way to influence your rankings in search engines like Google, and in turn, this builds your credibility and reputation within your industry and followers.

    So What Exactly Is Guest Blogging/Posting?

    Simply put, guest blogging is the writing of articles or blog posts for another website. Guest blogging can work in one of two ways:

    • You write a post to appear on another person’s blog,
    • Another person writes a post to appear on your blog.

    Guest blogging works when there is a mutual benefit between the writer and the publisher. There are countless number of websites that require authentic and original guest blogs on topics which are relevant to their website.

    For example, a site dedicated to interior design, may be interested to publish a guest post on the hottest interior trends, kitchen fads, flooring options, how to save energy in the home or a feature on lighting. The opportunities are endless, as long as there is a tie back to the brand, featuring the article.

    There are so many benefits to guest blogging and here are just 9 of those.

    1. You’re Not Building Effective Relationships

    Think of guest blogging as a tool to open the doors to building relationships with others who are in your industry and can quite often lead to being reciprocated with the offer to guest post on your website. Ensure you do take up the offer. Both parties will benefit from the viewership of a wider audience and the boost in reputation and credibility that will come as a result.

    Tip: Don’t just ask the blogger to publish the guest post and leave it at that. Interact with all comments on their site and social platforms.

    2. Your Website Traffic Is Stagnate

    Want to gain a wider audience? Has the traffic to your site come to an all-mighty stand-still? When you publish an article on a bloggers site, you are increasing the chances that someone who previously didn’t’ know about you and your brand, visits as a direct result of the guest post.

    Tip: The more you guest blog, the more likely you’ll keep attracting a wider audience from alternative sources.

    3. Your Content Is Lacking Variety

    If the aim here is create some variety on your own blog, guest blogging will achieve this. Think of it as different authors offering different perspectives and different writing styles which your readership will appreciate.

    Tip: Allowing guest blogging on your website gives the added benefit of giving you some time off from writing.

    4. You’re Missing Out on New Business Opportunities

    This point is twofold. Firstly, you could look at collaborating with the blogger with whom you are guest blogging for, be it a writing or business opportunity; secondly, those who are reading the guest blog may be interested to purchase, consume or enquire thereby attracting business directly from the blogs readership.

    Tip: Guest blogging allows you to communicate to the right audience at the right time for the right reasons which opens the doors for more of those business type transactions.

    5. You’re Missing Out on Building Your Reputation as an Expert in Your Niche

    Want people to take you and your blog seriously? Writing your opinions on other blogs will increase the chances that your voice will be heard. Want to become an industry expert? Guest blogging will give you a backdoor pass. Not only will you be an expert to other bloggers within your industry, but also with their audience base.

    Tip: Ensure your articles represent you and your brand and find bloggers who are a good match for your brand. If your blog is funny, add humour into your guest blogs. If your blog is informative, ensure your guest blogs are in-depth.

    6. Your Link Building Efforts Are Lacking Effectiveness

    Search engines look at many factors to establish your websites ranking within the Search Engine Results Page (SERPs). Your offsite link strategy should always include placing links on websites with good authority.

    The more quality backlinks you have from relevant websites that point towards your site, the greater your websites ranking.

    Tip: Make sure you use your target keywords as the anchor text for these backlinks.

    7. Your Social Networking Numbers Need Increasing

    It is only natural that bloggers share their articles (including guest posts) with their social network, which in turn exposes your guest post with their network. If you have created shareable content, you should see a dominos effect of social shares.

    Tip: Don’t just limit the author bio to point to your website URL, include a call-to-action and link to your Google+ profile

    8. Your Brand Isn’t That Well Known

    Don’t have much of a brand name for you blog, just yet? Guest posting will expose you and your brand to a new audience of readers who are genuinely interested in the information you have to offer.

    Tip: Offer to reciprocate and share a guest post on your blog. This opportunity will help your blogger friends grow their readership and yours.

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