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Inbound links are still a critical ranking factor in modern search engines. One of the best ways to generate those links is to spread your knowledge across the web and write guest posts for other sites with authority. Despite their importance, many try to spam or abuse their way to search engine victory. In this session we will learn: How to identify sites to approach. How to determine which sites to write what content for. A step by step guide to creating quality content for sites you don't own. What to do after your post goes live to maximise value. A method for following up that will ensure you are invited back to post again. You'll leave with concrete ideas for how to build links to your property (or that of a client) that are bound to generate real results.
Citation preview
Going Rogue
Borrowing Ranking Power of Other Sites via Guest Posting
Sean McGinnisMarketing Director, Sears PartsDirect
http://SearsPartsDirect.com
Did You Know You Can Be a Super
Hero?
Attract links like Magneto!
Image courtesy of Pat Lolka on Flickr
Make your web site indestructible like
Wolverine!Image courtesy of JD Hancock on Flickr
Attract a flood of visitors like Storm
controls the weather!
Image courtesy of JD Hancock on Flickr
Agenda
• Identifying Guest Post Target Sites• Establish Credibility• Ask• Aligning Content With Host Web
Sites• Rules for Creating Quality Guest
Post Content• After Your Guest Post Is Live
But What About Matt?
Matt Cutts
“Okay, I’m calling it: if you’re using guest blogging as a way to gain links in 2014, you should probably stop. Why? Because over time it’s become a more and more spammy practice, and if you’re doing a lot of guest blogging then you’re hanging out with really bad company.”
https://www.mattcutts.com/blog/guest-blogging/
Matt Later Amended The Original Post
“… I just want to highlight that a bunch of low-quality or spam sites have latched on to “guest blogging” as their link-building strategy, and we see a lot more spammy attempts to do guest blogging. Because of that, I’d recommend skepticism (or at least caution) when someone reaches out and offers you a guest blog article.”
Identifying Guest Post Target Sites
Identifying Guest Post Target Sites
Step 1: Create list of target keywordsInterview client or survey your site (or your client’s site) for ideasQuery List: Google Analytics > Acquisition > SEO > QueriesInput into KW suggestion tool: Adwords > Tools > Keyword Planner > Search For New Keyword and Ad Group Ideas https://adwords.google.com/KeywordPlanner
Courtesy of Brian Suda on Flickr
Identifying Guest Post Target Sites
Identifying Guest Post Target Sites
Step 2: Create lists of influential people and sites for those keywords– Google those keywords and
capture URLs of sites– Visit any Google+ profiles
on first few pages. • Capture any sites those
people are contributing to. Google+ profile > About > Contributor To
Identifying Guest Post Target Sites
Step 3: Assess the authority of the sites that are on your list
OpenSiteExplorer.com or BulkDAChecker.com
Establish Credibility
Establish Credibility
Step 1: Blog regularly on your own blog or site first
Write with regularity. Write high quality posts.Share and participate in the social sphere for your nicheEngage in blog comments
Courtesy of Christian Schnettelker on Flickr
Establish Credibility
Step 2: Periodically link to other authority sites in your niche.
Write a response post addressing post on another site.Create an “Related Resources” section within your posts and link to with quality posts on authority sites.
Courtesy of ms.akr on Flickr
Establish Credibility
Step 3: Participate in the community at your target sites.
Comment on posts and articles that inspire your voice.Recommend other resources that shed light on a topic.Share your version of awesome with their readers.
Courtesy of Tom Page on Flickr
Ask
Ask
Step 1: Get to yes quickly and easily– Start with people you have a
relationship with– Build a relationship first, then ask
Courtesy of JD Hancock on Flickr
Ask
Step 2: Plan your work, work your plan.Target the sites you know you can get a yes from.Create a roadmap to write 3-4 related and targeted guest posts.Work your way UP the domain authority ladder.
Courtesy of worldislandinfo.com
After Your Guest Post Is
Live
After Your Guest Post Is Live
Step 1: Promote the HELL out of that post – the day it goes live!
Share on Twitter (3-4 times)Share on Facebook (Personal & Biz Accounts)Share on Google+ (Personal & Biz Accounts)Share on LinkedIn
Courtesy of Mindaugus Danys on Flickr
After Your Guest Post Is Live
Step 2: Monitor comments and respond as needed (next 72 hours)
Comments on the blog post itselfComments on your social sharesLike posts where others in your network have shared the post and engage in discussion on those pages as well
Courtesy of rosmary on Flickr
After Your Guest Post Is Live
Step 3: Promote the post periodically over the next week or so.
Share on Twitter perhaps once a dayContinue to monitor comments for further engagement and respond as necessarily Courtesy of Alan Levine
on Flickr
After Your Guest Post Is Live
Step 4: Link to your guest post from web properties you own or otherwise control.
Courtesy of Paul Lewin on Flickr
After Your Guest Post Is Live
• Create a page on your blog (guest posts)
After Your Guest Post Is Live
• Link from your LinkedIn page (articles & publications)
After Your Guest Post Is Live
• Create a List.ly list
After Your Guest Post Is Live
• Add to your Google+ “Contributor To” profile section, if needed
Questions?
Connect with me!T: @SeanMcGinnis | L:
SeanMcGinnis | F: SMcGinnisImage courtesy of SDB79 on Flickr
