When experienced webmaster Matt Cutts was asked the question ‘What is Google’s view on guest blogging for links’, he revealed that Google views guest blogging in one of two ways. Firstly, there’s the high quality writer who writes a blog with intent and expertise and who has “something enriching to say”. Secondly, there’s the guest blogger who looks to write the minimum word count and who doesn’t consider the quality of what they are writing.
Cutts warns guest bloggers to ‘be mindful that it can absolutely be taken to extremes’. As with all marketing and internet techniques, there is a boundary and once crossed, Google is likely to count your guest blog as spam.
If you want to create the best blog, Cutts advised that the ‘time-honoured tradition’ of building links and promoting a site should be completed in both a validated and high quality manner. Doing so will lead to a good outlook for both the guest blog and the site hosting.
By abusing the guest blogging facility and writing low quality content, Google will be less inclined to want to use links featured in your blog. Completing black hat techniques such as; providing the same blog multiple times, or spinning the blog can also detract the quality of your blog.
Proven by both the Panda and Penguin updates, low quality content sits right at the top of Google’s hit list. Both updates were designed to penalise irrelevant, inaccurate and duplicated content. The after effects have shaken a large number of search engine results as well as cheapening many Black Hat SEO practices.
On the other hand, Google has begun rightfully rewarding those who avoid Black Hat techniques and who instead employ high quality, expert writers with the ‘authorship tag’. For those of you who haven’t heard of the tag, this enables the author of the article to be featured within the page code.
The authorship tag results in rich snippets, their Google+ profile picture and links to their other articles to emerge in the search results. From this, Cutts recommends that writers and web masters make use of the tag, as it helps Google to recognise high quality and reliable content.
When considering that content is paramount to Google, it is important that guest blogging provides both value and quality. Yet, the trickier bit is proving the quality of the guest blog in ways that Google understands.