What is guest posting or guest blogging ?
Guest posting or guest blogging is a practice that consists of writing an article for an external blog whose theme is similar to ours. In this way, we become guest authors on that blog.
This action is carried out, mainly, in order to achieve greater brand visibility on relevant websites in our sector. But if I don’t write for my own website, I don’t contribute to its positioning in Google. So what are the advantages of guest posting ?
Advantages of guest posting
Some of the most common goals pursued with guest posting are:
1. Construction of personal brand
Through guest posting we can position ourselves as an authority or an expert in the sector in which we operate. By participating as a guest in an external blog, we contribute our expertise . That is, the mind of the reader labels us as an expert in a specific topic. When you write a guest post, the usual thing is that your article is signed and that, in addition, you can decide the link that you want to appear in the post . In this way, you can redirect users to your website so that they gradually get to know you.
2. Get traffic for our own website
One of the most important factors to achieve good SEO positioning is link building .
Link building is a concept that refers to the set of strategies and actions focused on getting external links pointing to our website. This factor is extremely important given that, in the eyes of Google, a website that is closely linked to other websites, especially those in the same niche, implies that it is a recognized website in its sector and, consequently, one of the best options to solve user problems.
Ideally, those external websites that link us are renowned and have a certain positioning. As we have mentioned before, the links from websites belonging to the same niche help us to generate a strong SEO positioning in the sector.
However, they are not the only ones. For example, although the web pages of the media are not necessarily part of the legal sector, they are very reliable web pages for search engines and the links they put will be taken into account to a large extent when evaluating the positioning of our website.
3. Promotion of networking
Contacting the people in charge of different blogs and creating content for them helps to create professional relationships with these people and opens the door for possible synergies, collaborations and opportunities in the future.
4. It’s a win-win situation
In other words, guest posting assumes that both parties win. On the one hand, the guest gets to reach a new audience and possibly receive part of the host’s traffic on her website. On the other hand, the host receives content that she has not had to write and that, if the guest is an expert in the subject matter covered in the article, will be a quality and in-depth post . This implies that the host will provide fresh and different conte?> ‘not to its readers.
5. Generation of leads
If we, as guests, generate content on a website and, through an external link, a part of the users end up on our website, it may be the case that the user sees the content they like, finds out about the services of our firm and contact us so that we can help or advise you on any matter.
How to find guest posting opportunities
- Through pages looking for authors to publish. For example, Lex Go App is a website that is looking for lawyers who want to post content on their blog. It’s as simple as sending the article to your contact email! Like this page, there are many more that you can find by searching for them on Google.
- Use LinkedIn. LinkedIn is the ideal professional network to connect with different professionals and generate opportunities. Similarly, you can create LinkedIn posts that highlight your work as a writer and attest to your skills. In addition, these posts can communicate the potential benefits that an external blog could obtain from counting on you.
- Access a directory of blogs . There are blog directories such as “ de la Justicia ” that compile a long list of legal blogs, separating them by branches of Law (Administrative Law, Immigration, Tax, etc.). By accessing this type of directories, we will have a wide spectrum of blogs that may potentially be interested in guest posting.
How to write a good guest post
a. Write for your audience
It’s important to understand that your blog’s audience isn’t necessarily the same as the blog you’re writing for. Therefore, it is crucial to know the target audience you are addressing. Before deciding what to write about, visit the website and its different sections and investigate the problems or needs of the “typical” user who would access that website and how you can provide valuable content that helps that person in some way. If you are able to write about topics that resonate with the reader, your words will become more important.
b. Align yourself with the blog you write for
Each blog has its own style and the same is true for each author and, although readers may appreciate fresh and different content, there are certain basic aspects that cannot be modified. This means that you have to pay attention to the context and identity of that blog. It is about being yourself, but respecting the fundamental codes of “the publisher” for which you write.
c. Provide “actionable” content
It is of little use to write a content demonstrating all your expertise throughout 2,000 words if you do not really put some pragmatism on the table. Rather, it has to be an item from which tangible actions can be derived. The more “actionable” your words are, the more readers will remember your article as it provides real solutions to real problems.
For this reason, the approach when writing a guest post involves leaving the ego aside and showing absolute empathy for the other party. It is not about demonstrating the professional milestones of each one or trying to promote your services.
In summary, guest blogging or guest posting is a tool of great interest to generate new business opportunities, brand visibility and value for the user. However, we cannot forget that, as authors, we must adapt to the context, audience and style of the host’s blog in order to create a positive effect for both the host and ourselves.