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Guest Posting

The term guest posting It is used to describe a post from an external author on a blog or website. In many cases it consists of a one-time or sporadic cooperation.

How the guest posting originated

Originally, guest posting was mostly used in the form of expert posts. The experts published posts related to their field of expertise on other websites, mainly to strengthen their own status and draw attention to themselves. Over time, guest posting was also increasingly used to draw attention to websites. Guest posts became an important SEO tool.

Guest posting quality

In a youtube video, Matt Cutts, in his capacity as a Google employee, explains Google's opinion on guest posting. Therefore, the quality and naturalness of the text and the backlinks used determine, in particular, whether the invited posts are considered positive or negative. The poor quality of the guest posts can be recognized because they do not fit the website in question in terms of thematic relevance. At the same time, keyword anchor tetxts are considered a negative characteristic for a guest post. Article spinning and guest articles that are made public on several websites simultaneously are considered low quality.
High-quality items include the following features:

  • High relevance of the content in connection with the blog topic.
  • Natural density of keywords in the text.
  • Dissemination of knowledge that complements the web sensibly.
  • Information about the author and his reasons for the guest article.

Benefits of guest postings

Guest postings offer a win-win situation for the web operator and guest blogger, as long as they are of high quality. Web operators get new content. They often cover related topics, which the web operator does not write about. Hence, these contributions bring variety and added value to the site. Therefore, the volume of traffic is increased and the advertising effect should not be underestimated. On the other hand, the guest blogger benefits from these advantages:

  • Greater visibility (authority) through frequent mentions of your name on the web.
  • Quality backlinks for link building.
  • More traffic.
  • New visitors with greater length of the visit.
  • Development of new contacts in the blogosphere.
  • High reach in a specifically chosen target group.
  • Presentation of one's abilities in the text area.
  • Obtaining subscribers for newsletters or email lists.


Regardless, guest posting also poses some risks. For the web operator there is a risk of copyright violation or damage caused due to duplicate content, if the guest blogger did not create their text with the necessary care. Fundamentally for less important contributions with multiple backlinks or keyword anchor texts, the probability that the Google algorithm will sooner or later catch on is great. For this case, both the web operator and the guest blogger will face penalties if search engine experts find that the guest posts were placed on a large scale.

Importance of guest posting for the SEO sector

High quality of visitor ads is one of the most important link building measures in the field of search engine optimization. If guest messages are randomly distributed through the web portal regardless of the relevance of the content, they can certainly have a negative impact. If you use high-quality guest posting to support a broad SEO strategy, you are going to be able to benefit from this method.