At its best, guest blogging can expose your brand to new audiences and build your reputation as a subject matter expert.
At its worst, guest blogging is just a spammy way to get links back to your site (one that could get you in trouble with Google).
Guest blogging is the act of providing content to another blogger's site. Or the opposite: having another author contribute content to your blog.
Usually, the guest post provides a link back to the author and their site. The act of “linking” back used to be recognized as a great way to gain presence in Google’s search results.
Today, guest blogging isn’t so clear cut. Matt Cutts, the head of Google’s Webspam team, addressed the issue in a recent article on his blog. He talks about the fall of guest blogging over the last few years, and how to avoid spammy links.
We’ve summarized the key dos and don’ts for recruiters looking to make the most of guest posting, and avoid getting in trouble with Google.
Only offer to write articles for other blogs in your industry whose audience you’d actually like to reach. It’s not worth writing just for a link back to your site. If their readers have relevant interests like recruiting and talent acquisition, it will help increase your exposure and gain new readers. If their audience has no relation to your content, Google may consider it spam.
When you provide posts for others, write each one specifically for that blog. Provide content that will benefit their readers by addressing recruiting challenges they may encounter.
Only accept guest posts for your own blog from people you know or would be willing to vouch for. Never accept random offers to guest post for your site. They may have different intentions (like inserting spammy links on your blog without you realizing it).
If you do accept a post from someone else, make sure the content of the post is relevant and useful to your audience. Also ensure the article is original, and hasn’t been posted a bunch of other places.
It’s never a good idea to rely on guest bloggers for all or most of your own blog’s content. Google will quickly identify your tactic, and consider it spam.
Also, don’t just “spray and pray” (send out hundreds of offers to guest post on people’s blogs). Instead of spamming many blogs, always reach out to each blogger directly.
Lastly, don’t bother with guest posting sites (sites that either rely exclusively on guest posts for their content, or offer to get you guest post placements). This is a clear red flag for Google. They will attribute your site to the same spammy practices.
Guest posting can help you reach a wider audience and establish your credibility as a recruiting expert. Occasionally publishing other people’s posts on your blog can also help bring some variety and new perspective to your own blog. Just be sure to use the practice mindfully.
