In 2014, Matt Cutts, the head of Google’s Webspam team wrote on his personal blog: “…stick a fork in it: guest blogging is done; it’s just gotten too spammy.” And with that, the digital marketing world assumed that guest blogging was no longer a way to boost their website’s traffic.

However, there was a good reason behind Matt’s statement. At the time of his blog post, guest posting was becoming a black hat SEO tactic. Users were using spammy links to boost their SEO, therefore ruining guest posting for everyone. Since his comments, Matt clarified that he was not referring to high-quality blog posts. And if you’ve noticed recent updates from Google, the focus on quality content is more important than ever.

So, is guest posting officially dead? Not so much. Here are the six reasons why guest posting is still a relevant way to increase website traffic.

Users Still Need Information

It’s been four years since Matt Cutts’ comments on guest blogging. And while much has changed in the digital marketing world, users’ need for quality content hasn’t. The great thing about search engines is they’re super smart—but they’re not smart enough to distinguish between guest posts and posts created by the website’s main author.

Guest posts aren’t any less credible than original posts. In fact, they offer a different perspective on a topic. They can also boost engagement and credibility. So long as they’re providing relevant, new, or exciting, high-quality information, they’re still vital to SEO.

High-Quality Content Still Reigns

As I stated previously, high-quality content is still important. In fact, in coordination with Google’s Webmaster Guidelines and algorithm updates, good quality content helps websites rank higher in the SERPs. The main issue with guest posting was the ability to insert spammy links into content, sometimes without the website author’s knowledge.

But posts, whether guest posts or not, don’t always necessarily need backlinks to make them good for SEO. A good, high-quality post can boost engagement, promote a new product, or showcase your brand as a knowledgeable source in your industry. Guest posts are still beneficial to your brand—especially if you’re putting it in front of a larger audience within your niche.

And as long as you’re including links that are relevant and helpful to the user, you don’t have to worry about crossing the line towards black hat tactics.

Spam is Always Spam

At the heart of all SEO tactics, there are good intentions. For example, look at links. When SEOs discovered that backlinks were pushing website traffic and higher ranks in the SERPS, everyone went crazy acquiring links. Google started penalizing those for using black hat tactics, and things calmed down. You still see spammy links, but it’s nothing like it used to be.

This is the same for all spam, and it’s something that guest posting became. This resulted in Cutts’ remarks regarding the subject. However, like any other SEO tactic, guest posting evolves. Those who choose to continue producing spam-like content will not be rewarded; and those who choose to continue to produce great content will.

Instead of looking at guest posting as the problem, it’s better we take a look at how we’re using our tactics. Anything can be spam—but if we use our resources in the way they were intended, it won’t result in abuse of the technique.

Guest Posting Provides Exposure

No matter your opinion on guest posting, you can’t ignore the exposure it gives brands and bloggers alike. A well-crafted guest post can do wonders for a brand if used effectively. Not only does this build better visibility for you and your brand, it also helps build credibility. And if we’ve learned anything from the recent Google algorithm updates, it’s that credible links help build authority in your industry.

Even though you’re not able to pack as many backlinks into your post as in days past, you’re still benefitting from the guest post. Think of your guest posts as great PR for your brand or blog.

Relationships are Built

The whole point of blogging, in the beginning, was to build relationships. Brands took notice and now they’re incorporating blog posts to engage with their customers. Creating a quality guest post means creating relationships not only with potential customers but building relationships within your own community. Again, this type of interaction builds authority within the community.

Guest Posting is More Than SEO

Yep, that’s what Matt Cutts was saying all along. Guest posting shouldn’t be used only for SEO purposes. At the heart of all Google guidelines, that’s the message. The tactics you use should be authentic and not put in place for the mere purpose of ranking higher in the SERPs. Instead of looking at guest posting from an SEO point of view, look at it as a way to build relationships, increase your authority, and make connections with your readers. Ultimately, when we start looking at guest posting with this point of view, we’re still benefitting—both in the SERPs and within the industry.

Looking Ahead

Though it’s been nearly four years since Matt Cutts made his blog post, SEOs are still chattering about guest posting. Spam-like sites and guest posts still exist. However, guest posting itself is not dead. Several brands and bloggers still benefit greatly from the exposure that guest posting gives them. As with most SEO nowadays, quality is the key when using any technique. As long as marketers and SEOs continue to produce useful content, they’ll stay on Google’s good side.

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