Guest blogging can be a good way to get your name "out there" to people who might not otherwise find you, but should you take any and all guest posting ops? I say NO, and so does
in thi terrific article. Be sure to read it.
Why Should I Guest Post on Fewer Sites?
Here's Why with Mark and Eric - Episode 7
+Eric Enge and +Mark Traphagen of +Stone Temple Consulting discuss why it's better to concentrate your guest posting on a few good sites rather than spreading it across a larger number of sites.
MARK: Eric, in the past people traditionally felt, if I'm going to do a guest posting strategy, I want to become a writer and get my content out there, that it's good for my SEO if I've published on as many different domains as I can. Is that really necessary? Is it a good idea, or maybe even a bad idea?
ERIC: At this point, it's really a bad idea.
ERIC: The interesting thing about that is, I'm going to give you a simple math problem to think through.
Let's imagine there are 100 domains in my space that I'm interested in, and there are 10 really good ones, 20 pretty good ones, 30 not so good ones, and 40 that are complete crap.
MARK: Glad you were able to keep track of the numbers!
ERIC: Well, I knew it was a simple math problem. If I have this strategy that every time I do a guest post I'm going to put it in a different domain, and I start with the very high quality domains, what happens to the quality of domain I'm going to be posting on over time?
MARK: You're going to eventually use up those good ones, and you're going to start going down and down and down.
ERIC: You're going to get to the crappy domains eventually, right? It's inevitable. So that's the first reason why you don't want to think about doing every guest post on a different domain. It's just a broken model of thinking in this day and age.
The other reason is that...well, in fact, I'm going to explain this with an analogy. Imagine I came to you and said I just published an article in the New York Times.
MARK: I'm impressed, Eric!
ERIC: There you go! Now I go away, and I come back tomorrow and I say, "Mark, I'm a columnist in the New York Times."
MARK: Now I'm really impressed!
ERIC: Exactly, and the search engines get this. Real world authority, forget the search engines [for a moment], is built by repeat presence on those high-authority sites, rather than maximizing the number of sites I show up on.
The reality is those lower quality and crappy sites have very little audience. As you know, I'm a big fan of other people's audiences. [See Eric's article on leveraging other people's audiences at http://www.copyblogger.com/other-peoples-audiences/] But the crappy sites don't really have any audience.
So repeat posting on those higher quality sites is going to get me in front of more people than any other strategy I could implement.
Now to bring the search engines back into the picture, they understand real authority now today better than they ever have before. So they get that that repeat relationship actually deepens the value of that link.
The interesting thing about this is, it's counter to an old SEO maxim. That maxim came about because in the very early days of PageRank, people would go get site-wide links on very high authority sites. Maybe they bought them, right? So they're getting PageRank flow from millions of pages on these high authority sites, and they're rankings were soaring.
So Google made an adjustment in their algorithm at that time. The adjustment they made was like, "OK, all those links from that one site is actually one editorial vote, so we won't count the multiple links as much." That's where this logic came about that people decided it was better to be on as many domains as possible.
MARK: Just to get more links that would count.
ERIC: Right, because each different domain was essentially a fresh editorial vote. Well, no, not so much anymore. Yes, that sitewide stuff, Google's still going to deal really well with that. Don't start doing that again because of this video, please!
But when it comes to a guest post strategy, or a by-line post strategy is the phrase I prefer these days, you really want to think about columns on authoritative sites. It's the best way to go.
MARK: So rather than worrying about finding a whole bunch of sites to write on, concentrate on the few that you really want to have your authority associated with, and seek to develop a relationship with them where they're going to publish your content again and again and again, so you become, as you said, just like a newspaper columnist on that site.
ERIC: You got it!