Recently, Google’s Matt Cutts broke the Internet with his post on guest blogging:
Okay, I’m calling it: if you’re using guest blogging as a way to gain links in 2014, you should probably stop. Why? Because over time it’s become a more and more spammy practice, and if you’re doing a lot of guest blogging then you’re hanging out with really bad company.
It sent ripples through the Internet. Suddenly, everyone was eulogizing the guest post and scrambling to find the next big thing. But let’s take a step back and think about this.
Guest Posting Isn’t Dead
Before you call up the florist to send flowers for the casket, guest posting is alive and well. We all evolve over time. Sometimes we have new focuses or new haircuts, but that doesn’t mean we’re dead.
Search engine optimization may have been a huge force behind guest posting for certain brands but it’s not the only reason to do it. Guest posting is still an effective way to get in front of other audiences, spread your message, or just get a little change in scenery. If a popular site will take your guest post about something you’re knowledgeable about so its readers can get to know who you are and what you do, you’re doing something right.
But in a case of “this is why we can’t have nice things,” many not so reputable, spammy companies are using guest posting to link build. It’s changed the way that search engines think about guest posting. What you’re not going to able to do in the future is slap together some words and links together for sites and benefit in SEO dividends. If you weren’t doing that in the first place, you have nothing to worry about it.
Quality Content Doesn’t Die
You have no control over Google. Or Bing. Or Yandex. Or any other search engine. They owe you nothing as a web property owner. Their allegiance are with their customers and their users–which are not the same thing. They can change their algorithm every other day for as long as they exist.
But the one thing that all search engines want is to provide quality, relevant content to their users. It’s how they keep their users and, more importantly, make money off of them.
Quality content is not a trend. Every single update to the way search engines find, rank, and display links is a quest to find quality content. If you are producing and using quality content on your site there will never be a time when you will regret it, no matter what new shiny theory hits the market.
Photo by Joe Shlabotnik