Guest posting is something that people do for a variety of reasons.

And this is something we do for many of our customers as a part of our guest posting services.

Some of them include building brands, developing industry relationships, or simply getting your writing in front of more people.

For this article, however, we will focus on scaling up a guest posting campaign as it relates to improving SEO performance.

What is a guest posting?

Guest posting may be a content-selling technique wherever you write for a website, blog, or publication that’s not your own. The post typically includes a link to your own website somewhere at intervals in the text, and maybe a bit of acknowledgment at the tip of the post.

In exchange for this free content you just gave them, they often let you promote their brand or some degree with content published by your brand. This is where guest posting becomes valuable for SEO, as I explain below.

How does guest posting help with SEO performance?

Guest posting helps improve SEO performance by giving you a way to earn backlinks with anchor text that you control.

Anchor text is visible, clickable text in a hyperlink. Moz defines it well here:

Backlinks are one of the most important factors that affect your search engine ranking. This is because Google and other search engines use backlinks essentially as a “vote” for a specific page.

Google has also confirmed that links are one of their top three ranking factors. That’s why customers still come to us for our link-building services.

And part of how Google uses links to give timely importance to pages is to understand (or analyze) the link’s anchor text.

The anchor text of a link helps search engines understand what the linked page is talking about. Search engines use it to rank the page for the right keywords.

However you choose to use your anchor text opportunity is up to you, guest posting gives you this option in a way that other link-building campaigns do not. This makes guest posting a great go-to link-building strategy for sales pages, product pages, and other pages that do not have a natural linking intention.

What does Google think of guest posting?

The intent stated in this video is clear: Google wants to count links to guest posts that have been editorially confirmed, and they don’t want to count links that are published just to get a backlink.

So, if we run a guest posting campaign where the intent is to give value to our prospects rather than get a backlink, we’re in the clear.

Not only that, but by aligning our link-building efforts with Google’s values, we are immune to future algorithmic updates.

The guest posting process I’m about to show you, and the one we run for all of our customers accomplishes this.