{"id":42635,"date":"2022-04-21T08:00:04","date_gmt":"2022-04-21T12:00:04","guid":{"rendered":"https:\/\/hingemarketing.com\/?p=42635"},"modified":"2024-06-17T16:06:33","modified_gmt":"2024-06-17T20:06:33","slug":"a-10-step-guest-blogging-strategy-to-improve-seo","status":"publish","type":"post","link":"https:\/\/hingemarketing.com\/blog\/story\/a-10-step-guest-blogging-strategy-to-improve-seo","title":{"rendered":"A 10-Step Guest Blogging Strategy to Improve SEO"},"content":{"rendered":"

In any given year, an 18% jump in online business is both desirable and noteworthy. But in a historic year like 2020, when markets across the world teetered on the brink of depression, such growth is nothing short of remarkable. And yet, that\u2019s exactly what <\/span>high growth firms<\/span><\/a> achieved despite the uncertain economy.\u00a0<\/span><\/p>\n

What gave them the leg up? They took to the digital ecosystem like ducks to water. As the pandemic reshaped their target audiences\u2019 needs, many of them donned a digital publisher\u2019s hat and developed valuable, optimized content that they distributed through both their own digital channels and earned media.<\/span><\/p>\n

We know the benefits of frequent blogging: more online traffic, credibility building, differentiation, and conversions, to name a few. But what about guest blogging? Despite a few eulogies written about it, a <\/span>guest blogging strategy<\/span> continues to offer benefits any subject matter expert wants:<\/span><\/p>\n

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  1. Raising your profile as a thought leader<\/a><\/span><\/li>\n
  2. Expanding audience reach\u00a0<\/span><\/li>\n
  3. Increasing referral traffic<\/span><\/li>\n
  4. Presenting opportunities for backlink building<\/span><\/li>\n<\/ol>\n

    The last two benefits make a <\/span>guest blogging strategy<\/span> indispensable to a firm\u2019s SEO performance. When you write high-quality articles for high-authority external blogs or publications, you build up backlinks that will ratchet up your search engine ranking. And if you write articles regularly for certain publications, you can build a readership and channel high-quality traffic to your own site.\u00a0<\/span><\/p>\n

    Landing guest blogging opportunities is not easy, especially as more and more professional services firms get into the digital content game. As a result, there\u2019s a shrinking number of placements for a growing number of pitches. So how do you navigate such a crowded field? The following ten steps can put you on a path to success.<\/span><\/p>\n

    Step 1. Find out where your audiences are looking for answers.<\/b><\/strong><\/h2>\n

    You\u2019ll need to do some research on the top publications that focus on your industry or area of expertise. They often have the high visibility and reputation you need to drive up your search engine rankings. Next, observe where your peers and colleagues look for articles to share on Twitter or LinkedIn. Finally, Google your topic and append the term \u201cguest blog.\u201d For example, if your area of expertise is diversity, equity, and inclusion, you might search on \u201cDEI guest blog.\u201d If your niche is pandemic building commissioning, use that as your key word. Sometimes a search like this can retrieve valuable results.\u00a0 <\/span><\/p>\n

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    Step 2. Target higher authority publications.<\/b><\/strong><\/h2>\n

    Ideally, you will want to target publications with a <\/span>Domain Authority<\/span><\/a> score of 50 or higher. Getting backlinks from these high-profile sites are one of the fastest ways to build your own site\u2019s authority. However, these sites are more selective, and many allow only far less valuable \u201cno follow\u201d links. But there is still a path forward. If your firm\u2019s website\u00a0 Domain Authority score is low, any publication with a Domain Authority higher than your own site\u2019s can give you a lift. If you don\u2019t know a publication\u2019s Domain Authority, you can find out its audience reach by requesting their media kit or digging around their website. A bit of sleuthing will uncover this information.\u00a0\u00a0<\/span><\/p>\n

    It\u2019s just as important to conduct some reconnaissance on where your competitors are guest blogging. You can find out from their websites\u2019 newsrooms, from their social media pages, by entering their company name in Google News\u2019 search field, and by setting Google Alerts on their companies. You can also use specialized tools like <\/span>Semrush<\/span><\/a>, which can help you conduct a thorough analysis of competitors, including which keywords they\u2019re vying for.<\/span><\/p>\n

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    Step 3. Look up their submission guidelines.<\/b><\/strong><\/h2>\n

    A growing number of pubs, especially those with high Domain Authority, require the submission of draft articles, not just pitches. Put those pubs on a separate list that you might consider returning to later on. When you are pitching, be sure to read any submission guidelines beforehand so you can tailor your pitches.<\/span><\/p>\n

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    Download the Marketing Planning Guide for Professional Services: Third Edition<\/a><\/p>\n<\/div>\n

    Step 4. Research relevant topics.<\/strong><\/h2>\n

    Our <\/span>research<\/span><\/a> has shown that professional services buyers are as likely to conduct web searches as they are to turn to trusted colleagues for answers to work challenges. This means if you want your audience to find you online, <\/span>pick topics<\/span><\/a> that lie at the intersection of what\u2019s important to them and your expertise. That\u2019s your sweet spot.<\/span><\/p>\n

    Next, find out what topics your target publications have covered over the past 12 months and which ones they plan to cover the rest of the year. This will give you an idea of how your topic has been addressed, how you can differentiate your content, and which articles you can cite or link your article to.\u00a0<\/span><\/p>\n

    You may be able to glean some of this information from their editorial calendar or content plan, if those are publicly accessible. While time-consuming, this research is indispensable and will hike up your pitch\u2019s success rate.<\/span><\/p>\n

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    Step 5. Develop a clear, brief pitch.<\/b><\/strong><\/h2>\n

    Some editors receive hundreds of pitches each day. There\u2019s no guarantee they\u2019ll read yours, but the following elements can help your email catch and retain an editor\u2019s weary eye:<\/span><\/p>\n