November 26, 2012
Guest Blogging vs. Guest Contributions
The fall of article spinning and content submission to sites such as ezinearticles.com and submityourarticle.com as a link building tactic lead to the rise in guest blogging (or guest posting) – the act of reaching out to bloggers with content to host on their blog which is still seen as a legitimate way to build links throughout the SEO community despite the claims that “guest blogging is DEAD”. However, with prominence of guest blogging still growing and the same spammy mindsets lingering from article submissions of old, alarm bells are ringing with Google.
Check out these two videos by Matt Cutts:
|Google’s view on guest blogging||The dangers of spammy guest blogging|
What I want to talk about today is an idea that not only helps you avoid falling into the murky grey waters of questionable guest blogging but one that can help improve the web as a whole – thus mirroring Google’s ultimate aspirations. This idea is guest contributions.
Unlike guest blogging, where an article in its entirety is submitted in the hope that the target blogger will upload it to their stream as a brand new page, guest contributing involves building upon existing content and making it better, ensuring its longevity and popularity whilst still obtaining that all-important link.
Guest blogging often suffers from two problems. Either posts don’t have the chance to obtain a thorough readership, as it soon gets buried under newer content and therefore not accruing the direct links, shares and page authority it deserves OR they simply don’t have the quality or originality to attract these rewards. So if you have links on a guest post that suffers either of these outcomes, Google isn’t going to value your links very highly.
So what about contributing something that adds value to an already-great piece of content with an established page authority and readership? For example, Rhea Drysdale at Outspoken Media and Alex Czartoryski at Fresh Air Educators contributed a filtering functionality for Jon Cooper’s amazing “Link Building Strategies” compendium which Jon has duly credited them with a link. To date this resource has a page authority of 60, links from 232 separate domains, 535 Facebook Likes, 1366 Tweets and 642 +1’s – all of this amounts to a helluva juicy link for Rhea and Alex!
The web is saturated with crap content with thousands of extra pages being churned out daily, often rehashes of what already exists. The vast majority of this content will fall by the wayside, lucky to get a couple of views a week. The top content that actually enriches the web-user’s experience is where we should be investing time producing, or adding value to…why not make good content great?
Contributing to existing content rather than starting from scratch means more time refining and less time on padding out, researching, editing, uploading etc that really takes a bite out of your day. Like guest blogging, this is a win-win situation but on turbo-charge. Contributors can reap the rewards of the authority a content piece has accrued which can potentially grow as a result of the contribution. Needless to say, the content owner gets a hall-of-fame worthy boost with no added work on their part.
The visual content revolution is here. With much of the content produced today being text based there are plenty of opportunities to contribute in the form of images, graphics and video. Perhaps your target blogger is a dab-hand at prose but lacks artistic or video production skills. The argument for including visually appealing and engaging content is strong and could be the perfect way in. Nail this and it could also be the start of an amazing on-going relationship.
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