Content marketing is the creation of information and content and how this can be shared across different formats
Guest posting—also known as guest blogging—is the process of writing an article and having it published on another company’s website. It’s a tried-and-tested method used by marketers and business owners to build backlinks, improve visibility in search engine results, and grow brand credibility.
At its best, guest posting offers real value to readers and allows you to position your brand as a trustworthy voice within your industry. But there’s more to it than just writing a blog and getting a link—when done strategically, guest posting can significantly boost your long-term SEO success.
Why Guest Posting Still Works
Search engines, especially Google, use backlinks as one of their most influential ranking factors. When your website is linked to by other authoritative sites, it sends a strong trust signal that your content is worth recommending.
Done properly, guest blogging can:
- Drive targeted traffic from relevant audiences.
- Strengthen your domain authority.
- Increase brand awareness within your sector.
- Help new customers discover your services.
But quality is everything. A random backlink on a low-effort blog won’t get you far. In fact, it could do more harm than good. What matters most is context, credibility, and consistency.
The Right Way to Approach Guest Posting
To get real results, guest posting should never be treated as a numbers game. Focus instead on thoughtful placements, authentic content, and genuine value.
1. Relevance Above All
Your guest posts should always appear on websites that relate to your industry or subject matter. If you’re in digital marketing, for example, aim to post on blogs that cover marketing trends, advertising, or online business—not random lifestyle or travel blogs.
Search engines look closely at the context surrounding your link. If it doesn’t match the content of the site, it won’t carry the same weight. Google calls this “topic relevance”, and it’s increasingly important in how your link is valued.
2. Think Quality, Not Just Authority
It’s easy to get caught up chasing high Domain Authority (DA), but a more modest DA score on a hyper-relevant site is often more powerful than a link from a huge but unrelated platform. Ideally, go for both—but if you have to choose, always lean into relevance and audience match.
3. Keep It Natural
Backlinks should feel like a natural part of the article. Avoid stuffing in keywords or using exact-match phrases repeatedly. Write as you would for any blog reader—clear, conversational, and informative.
Your goal is to educate or entertain, not to force a sales message. Over-optimised anchor text can lead to penalties under Google’s Link Spam Update.
4. Make Every Article Unique
Avoid reposting the same article on multiple sites. Doing so can lead to duplicate content issues—Google may ignore the links and consolidate ranking signals instead of giving credit to each version. Learn how duplicate content works and how to avoid it in this comprehensive guide by Backlinko.
Customising your content for each website—based on their tone, audience, and layout—makes a noticeable difference. It shows respect for the host site and results in better engagement.
What to Avoid in Guest Posting
Like any marketing tactic, guest posting has its pitfalls. Here are a few common mistakes that can reduce its effectiveness or even get your site penalised:
Mass Submissions of Generic Content
Sending out the same article to a dozen websites may seem efficient, but it rarely delivers value. It can also damage your credibility if multiple identical versions are live at once—and risks triggering Google’s spam filters.
Focusing Only on Domain Metrics
A DA of 70 is impressive—but not if the site has nothing to do with your industry. Google wants to see links from relevant sources, not just powerful ones. That’s why context always matters more than metrics alone.
Keyword Stuffing
Trying too hard to optimise every sentence can backfire. Keep your language clear and natural, and limit yourself to one or two anchor links per post. Keyword stuffing is listed as a black hat SEO tactic and can lead to penalisation.
Ignoring Editorial Standards
Sites that accept guest contributions often have their own tone, style, and expectations. Ignoring these can lead to rejections—or worse, a published article that feels awkward and out of place. Following editorial guidelines shows professionalism and increases your chances of repeat opportunities.
The Long-Term Value of Guest Posting
Guest posting isn’t about chasing short-term wins—it’s a long game. It takes time to build up a network of quality backlinks and meaningful content placements, but the impact can be significant.
As your site gains more authority, you’ll start to notice:
- Improved keyword rankings.
- More organic traffic from Google.
- Greater visibility across your niche.
- A stronger reputation as a trusted voice.
It’s also worth noting that guest posts can continue to bring in traffic and engagement long after they’re published—especially if they’re well-written, evergreen, and hosted on reputable sites.
Final Thoughts: Strategy First, Always
The key takeaway? Relevance and authenticity beat volume and vanity metrics every time.
At Bubble SEO, we specialise in strategic guest posting that puts your brand in front of the right audience. With access to 11 respected publishing platforms across a variety of sectors, we can help place your content exactly where it needs to be—without cutting corners.
If you’re ready to take your content strategy up a notch, get in touch with our team. Let’s build your visibility the smart way.
