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Building Your Brand and Improving SEO by Guest Posting

David Bosley

SEO is one of the most important and most effective digital marketing strategies for 2019 and beyond. Consider this: over 90% of the traffic generated by a Google search is from sites listed on the first page. If you want any organic traffic at all, you need to make sure you’re getting on the first page for your targeted keywords.

One of the best ways to build your SEO is by link building. Quality links back to your website indicates to a search engine that your website provides value and is worthy of highlighting. The more quality links you have, the higher you’ll rank.

This is where guest posting comes in. Guest post strategy includes the process of identifying quality resources that would resonate with your audience and offering to provide content for their website instead of yours. In return, you’ll receive a link back to your website. You’ll also likely receive a paragraph or two ‘about the author’ where you can introduce yourself and your company.

Writing a guest post is a bit more complicated than writing content for your own website, however. To help you get started, here are three key things to keep in mind when developing your guest post strategy:

1. Find the Right Targets

Finding quality websites that have the right audience is tricky. You can’t write directly for your competitors, after all. If your content is general enough, you should consider a website with a massive audience, like Forbes. Otherwise, think about who the influencers in your industry are and take a look at their websites. Consider who the type of people that read their blog are. If they fit within your target demographic, they’re worth approaching.

2. Use Your Own Voice

The point of a guest post isn’t to write in the same voice as the blog you’re writing for. You’re simply trying to provide their audience with something useful and interesting. You don’t want to stick out like a sore thumb, but as a guest poster, a new voice will be refreshing for readers. Additionally, if anybody is interested enough to click through to your website, you want your voice to remain consistent. If you don’t think your usual tone and voice is appropriate for the blog, you’re probably writing a guest post for the wrong website.

As you write, make sure to use a voice that’s both appropriate for the audience and true to yourself.

3. Spend Time Crafting the Byline

Your byline, also known as ‘about the author’, is your chance to introduce yourself and your company to the audience. Start off by reviewing the blog’s other posts (especially by other guests) to see what their typical format is. Once you know what you’re dealing with, consider it your elevator pitch. What are the most important things this blog’s specific audience needs to know about you? Make sure to fine-tune your byline by tweaking it for every different blog you guest post for.

Developing a guest post strategy is an involved process. You need to identify the right blogs to write for and figure out how to approach them about writing a guest post for them. You need to find a topic that resonates with their audience and execute on writing it. Lastly, you need to write a strong line that drives traffic back to your website.