Developing high quality content for both onsite and offsite purposes isn't just about spending two hours writing a killer blog post for your client, it should be a much lengthier process that includes research and planning with the intent of creating content that is truly unique and sharable with your user in mind.
As most search engine optimization professionals know, great content takes time to craft. The end result should be something different than anything that currently exists and developed with a strategy in place. While we're aware of the benefits of building a strong and diverse backlink profile, the negative implications of guest posting with the sole focus of achieving a higher rank could potentially have the opposite impact. As Google's John Mueller said, "If you're guest posting with the intent on ranking higher, you better nofollow those links."
Unnatural Link Building Tactics: Black Hat SEO [find-another-way!!]
In search engine optimization terminology, Black Hat SEO refers to the use of aggressive SEO strategies, techniques and tactics that focus only on search engines and not a human audience, and usually does not obey search engines rules. (webopedia.com)
There are many ways to "get links" but not all are deemed acceptable by Google. Guest posting has been highly scrutinized in the past several weeks but we feel that it should not be thrown out the window just yet. In fact, guest blogging and outreach with relevant, high quality content will naturally get picked up more than just any random post.
So, what can we take from the latest industry insights on guest posting and writing low quality content on a consistent basis? It's actually making great content more of a focus, now more so than ever!
Focus on Relationship Building & the User
Writing content focused on your user has always been essential, but knowing what differentiates user-friendly content from search engine content will likely lead to more engagement and social sharing. Creating a content marketing campaign which focuses on research, implementation, outreach and the analysis of results will lead to more appropriate strategies and loyal readership. Before guest posting on other blogs, take a critical look at your own blog to analyze shareability and how often users engage with your current content. If you are managing an awesome blog, other bloggers will see how great your content is and be more apt to accept your guest post offers. That in itself is natural.
On your own blog, talk WITH your audience, not AT them. Share information you know they want to read. One great example of this is VencerNY, a street wear fashion blog aimed at bringing the latest cool trends to their equally cool audience.
If you are not receiving comments, likes, or shares, it is best to shift your focus by writing less of the "same" content.
The key to hooking your readers is creating that "stickiness" factor by consistently providing engaging, actionable and relevant content. Social integration is an important component which will make it easy for users to share your content with others - oftentimes attracting the "right people" not only to your blog but also your presence within the online marketplace.
The biggest takeaway from the recent hype about guest posting is the importance of focusing more on your user and less on search engines by writing naturally amazing blog content for your site and for others!
Do you have any questions or comments about creating high quality content for link building or guest posting? Leave a comment below or tweet us @BFMweb.