Proceed with Caution: How To Guest Post Appropriately

Scott Lambert

Earlier this year one SEO expert announced that guest blogging had essentially been annihilated by Google. The search engine took some major steps to ensure that low-quality pieces were filtered out of its search result, effectively meaning that article spinning and placing such content on guest websites had few, or even negative, effects on a company’s web ranking.

For those conducting content marketing the right way, however, this news should not have had a major effect; after all, if real and authoritative online articles are being posted, they are credited as such by the major search engines.

Here are three helpful steps for professionals to follow when considering guest post opportunities.

The first step for any content marketer looking to guest post is to choose the right publisher. In the past, articles were often posted on websites that had nothing to do with the content being showcased; now, it is extremely important to consider target audiences and only post articles on relevant websites. There are a number of ways to research good posting opportunities, including looking at a website’s subsections and checking out comments on relevant articles. Not only does this offer a gauge of how receptive an audience is but it can also tell marketers something about the social sharing metrics of an individual article and a website as a whole.


The second step of guest blogging is to seek out information gaps. There is no point rehashing current content, as this is effectively article spinning and gets marketers nowhere; instead, look for information gaps or create common content but from another perspective. Alternatively, take a subject and look at it either in a deeper or broader context. For those writing in a specific niche, take the time to actually ask people what they want to read about.

Finally, it is vital that all content comes across with authority and professionalism. Badly written online articles that provide no credibility will be quickly banished to the depths of Google search. Talk to experts not only about what to write but also include their comments. Alternatively, generate a case study to examine a particular subject and feed back the actual results. Both of these methods will gain credibility and sharing potential.

[Tweet "Guest blogging is not totally dead; however, the way it is done has changed enormously"]

Scott Lambert

Written by Scott Lambert

For 35 years, Scott has been at the forefront of digital transformation and how it is effectively applied in businesses and organizations to market, sell, and support customers and members more successfully and cost effectively. Scott is President and Co-Founder of Xcellimark, an award-winning digital marketing agency serving clients throughout the U.S., Canada, Central America, and Germany. Xcellimark helps businesses succeed through the implementation of its unique digital marketing and sales approach specifically designed to meet their specific goals and objectives. Scott’s marketing, sales, and operations experience have included key management positions at industry leaders including AT&T, iXL (now SapientRazorfish), eSchool Solutions (now TalentED), and BellSouth, where he led the product development, marketing efforts, and market launch of, the second public ISP developed in the U.S. Scott is the author of articles highlighted on leading online publishers such as LinkedIn, Business 2 Community, and he was recently featured by LinkedIn in the Entrepreneur magazine article on “No Time for Marketing? Hire a Freelancer.” His engaging personality and wealth of real-world and business experience make Scott a frequently requested speaker. Some of his engagements include being the featured speaker in a series of Orlando Business Journal seminars on Digital Marketing, speaking at the WSI London conference, and at international conferences in Belize. Scott has a Bachelor’s degree in Accounting from the University of Mississippi and a Master’s of Science in the Management of Technology from the Georgia Institute of Technology (Georgia Tech). Scott has been active in global mission efforts and is a board member of Global Teams, a Christian outreach organization. He lives in Winter Springs, FL with his wife Nancy and dog Sadie.

Topics: Content Marketing

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