Last week saw Google exec Matt Cutts take to the internet to announce the death of guest blogging. At the EBS Marketing blog we wonder what does this means for online marketing?
Google engineer Matt Cutts took to his own personal blog to answer a whole host of questions about the role of Google right now. In his post he took the time to speak about the role of guest blogging on the modern internet. He basically said that it has no role.
So what did he mean by this. He basically talked about it in relation to Google. Many modern online marketing techniques focus on Google, as they should. This is because many people Google what they want rather than directly looking for it.
This means that any modern company has to be on page one for their service. They need this so that potential customers will see them when they search for the service in question.
In online marketing we use Search Engine Optimisation (SEO) to do this. This is where you use the keyword people are searching for in your content. Google registers this keyword and takes it to mean that your site, post, etc. is relevant to the search in question. This means your post, site etc. then rises up the Google rankings
This is why guest blogging has become so popular in online marketing. Blogging itself is a great way to boost you up the Google rankings. Therefore guest blogging is a time effective way of broadening your outreach. However this type of blogging leaves itself open to spam content.
This contradicts Google’s recent initiatives to combat bad SEO practices. Basically Google has become increasingly concerned with making sure that content is actually relevant to the search term in question; this is why they’ve developed algorithms such as Panda and Hummingbird. It’s also why they’ve cracked down on guest blogging- it’s penchant for spam content means that the content isn’t always relevant.
Cutts’ himself explains it in his blog post. He says that “guest blogging is done; it’s just gotten too spammy.” However he further goes on to say that he “wouldn’t recommend accepting a guest blog post unless you are willing to vouch for someone personally or know them well.”
At EBS Marketing this is quite clear; don’t guest-blog, you can’t ever really know where the content is coming from and if it is spam laced. However you should still blog. Blog’s that are relevant and context specific still rank, and rank well. It’s all about trust.
Therefore if you want to use blogging effectively in your online marketing strategy, blog yourself. It’s only going to work as an effective online marketing strategy if you trust the content and there’s nobody you can trust more than yourself.
LINK TO INFO: http://www.mattcutts.com/blog/guest-blogging/