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Content strategy and guest blogging

Writing unique content and publishing your article on sites other than your own is one of the greatest ways to connect with new readers and grow your online audience. The concept of ‘guest blogging’ or ‘guest posting’ is a great way to build your online reputation but you should be careful.

Guest posting can be a very powerful Search Engine Optimisation tool in terms of increasing your website’s traffic and extending your brand reach. It can provide great exposure for your own blog or your site as long as it is conducted correctly.

We have shortlisted some of the best practices for guest blogging from our own experience and on behalf of our clients below:

  • Make sure the guest site has the right audience that you are aiming to target
  • Check the domain authority / page rank of the site to make sure the blog has the right ranking factors
  • See the existing links of the site to ensure they are not filled with spammers
  • Provide informative articles and high quality content for your audience


Guest posting is a very common digital strategy for many online marketers in order to receive links back to their site and increase their website’s ranking.  However, it can also be a very challenging task as it is not that easy to find the right platforms to provide your content then manage to get it published on reputable sites.

You should not use guest posting as a way to buy links or manipulate rankings so be sure who you choose post on very carefully.  Don’t pay to post!  Don’t consider any blog that has a spammy feeling, blogs that are unfocused or that have no manual moderation.

Guest posting has its advantages such as potentially increasing your website’s ranking, improving website authority via earning permanent links, help you gain effective back-links and reachout to new audiences. However, it may not be ideal to guest-post on sites that have no clear target audience, just to increase the number of your back-links. It is important to understand the readership of the guest blog before sharing your unique content with them, if their audience is not your brand’s target segment then it may well be a better idea to publish it on your website.

As guest posting increases in popularity, the more it will be abused and the less effective it will become.  Consider also if a blogging site falls from (Google) grace, then all the value that may have been earned from a reputational point of view could be wiped out in a click.

Digital Potion help clients develop rounded link profiles through solid and steady digital marketing

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