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Guest blogging keynote

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  • 1. Guest Blogging: Beginner’s Guide verb. Writing and publishing an article for another website or blog Created by Lauren Atwell Last Modified: 1/30/2013 1
  • 2. Why?• Drive traffic to client’s site• Improved online presence, search engine rank & client reputation/brand = Happier client with a more profitable business. – Ok, but HOW? Answer: Produce content w/ external link • Internal linking: Posting a blog on client’s site that includes a link navigating to another page on the same site • External linking: Posting blog/other content on different (yet credible) site & including link that navigates to relevant content on AE client’s website. 2
  • 3. Up  Your  Game• Posts should be around 500 to 1,000 words — this is a pretty standard. It ensures the guest blogger is providing an insightful article, not just trying to get a link on your site. (Which you are in one aspect)• This does not mean you can: – Stuff weak words into a sentence to make it longer – Go off on pointless tangents or ramblings (very tempting when trying to meet a word count) • Ultimately, it just leads to weak content. 3 3
  • 4. Why Your Writing Matters Well-written content is what search engine spiders feed on, and quality content is the key to improving rank. Content (aka your writing) is the absolute #1 draw for both search engine spiders and its users: humans. If your content is badly written and isn’t relevant to what your clients wants to be found for, then client site is neither search engine- friendly or user-friendly. Content must use targeted keywords and phrases (but not unnaturally so). Well-written content is what search engine spiders feed on, and content is the key to high rankings. 4
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  • 6. Again, your writing matters. So you matter. Isn’t that fabulous? 6
  • 7. No  one   cares. You’re  was7ng my  7me. #omgboring#UghNothingWorse 7 7
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  • 10. NEED IDEAS FOR CONTENTGENERATION? LOOK @ TRENDING TOPICS 10
  • 11. Site  Quality• Do not write for low-quality sites.• What constitutes low quality? – Low-quality sites are deemed by Google to be “spammy” or illegitimate. If these sites have a link to your client, Google could “penalize” your client.• How am I supposed to know? Answer: Domain authority• Domain? That sounds technical. Answer: It’s just a technical way of saying website. (www.agencyentourage.com is our domain) – Domain authority: • Domain Authority: The number of (Number that reflects (# & quality) root domains which link to different pages on your website (rather than getting all links pointing directly to your homepage). • Domain authority is a measure of the power of a domain name and is one of many search engine ranking factors. Domain authority is based on three factors: Age, Popularity, and Size. 11
  • 12. Iden7fying  Quality  Sites  • Download SEOmoz toolbar – http://www.seomoz.org/seo-toolbar – Whenever you “Google” something, all results will have the toolbar underneath each result giving you the site’s page authority (PA) and domain authority (DA) (Just focus on DA for now)• It’ll look like this on results pages: 12 12
  • 13. Iden7fying  Quality  Sites:   Domain  Authority• Analyzing DA can get a little more complicated, but for guest blogging purposes, determine site quality with these numbers:• High quality: DA 40+• Medium quality: DA 18-35• Low quality: DA < 15 (Don’t. Just.....don’t.) – Domain authority is based on a scale of 0-100. The only sites with DA of 100 (or even close) are Twitter, Facebook, Wikipedia, LinkedIn, YouTube, etc. 13
  • 14. Examples 14 14
  • 15. If  you  get  a  link  from  a  site  with  DA  50+  (totally  achievable-­‐btw)  Lauren   Jake  will  do  this... Promise!!! 15 15
  • 16. 16
  • 17. Questions so far? 17
  • 18. Outreaching  is  Similar  to  a  Sales  Pitch  • Be determined. Every guest blog you write must be published.• Be confident. You’re supposed to be an authority.• Make it very clear they will need to include the link that leads to www.yourclient.com/page-that-is-relevant-to-anchor-text-slash-blog-topic – (If you included another link b/c it navigates to helpful, authoritative content, [the only reason you should link to a site other than client’s] it’s ok if they remove it.) But  you  shouldn’t  be  desperate• Do NOT sound desperate. (Even if you are...) b/c  you  should  have  produced   AMAZING  content. – Factors that will make it impossible to get published: • Your article (especially headline) is boring, unoriginal, or generic. • Content that is obviously written to promote a business. Fit client naturally into the topic. – If you write a cheesy blog that is obviously an attempt to get a link, the blog owner won’t want it. It only makes their blog and its reputation suffer. 18 18
  • 19. 19
  • 20. (One  of  MANY) “Plan  B”*  Outreach  Tac7cs• BloggerLinkUp (BLU) Sign Up• You can offer your guest posts (see next slide) and they will appear in one of the issues within a couple days. Issues are emailed out Mon., Wed. & Fri. Plan  A  is  to  contact  prospec7ve   blogging  opportuni7es  directly (through  Google  searches,   research,  etc.). *Not  the  morning-­‐aer  type 20 20
  • 21. Sample  Submission  Form 21 21
  • 22. What  a  BLU  Email  Looks  Like.. Hi!  I’m  Cathy  from  BLU.  I  love shoulder  pads  even  more  than   Blogger  LinkUp.  I’ve  also found  that  overhead shots  make  double  chins  disappear.     22 22
  • 23. 23 23
  • 24. More Bloggingtriberr.com Platformsblogdash.comblogsynergy.comgrouphigh.comguestblogit.commyblogguest.comguestr.comFind even better ones & spread word to AE team! 24
  • 25. Qualifying  Leads BAD!  That  means  they  accept  duplicate content  &  duplicate  content  =  VERY  BAD   Good.  They  pass  STEP  #1 However,  DA  was  only  16  -­‐  try  &  aim   higher 25 25
  • 26. Other  Tips  on  Qualifying  Sites• Try starting with resource lists along the lines of: “Top 10 Blogs about [Niche]” These will point you toward reputable blogs in the industry• Consider starting by asking this question: “Where is the go-to place for my target audience? Is it possible for me to get a post there?”• AVOID: Blogs that accept all content sent their way with the obvious goal of publishing as much content as quickly as possible.• AVOID:Blogs that have no clear target audience or subject matter.• AVOID: Blogs with guest post guidelines that are easy to meet with minimal effort.• AVOID:Blogs that do not get updated regularly. 26 26
  • 27. Stay  Away  From:• www.website.blog.com• www.website.blogspot.com• www.website.blogger.com• DA will say 100..98..etc. but that is blogspot.com’s DA. Not the blogger’s page. Blogger’s page has (basically) zero value.• So just......don’t. Your guest post will be a waste. 27 27
  • 28. Dig  a  Lihle  Deeper• Just because a prospective credible blog doesn’t advertise that they accept guest posts, doesn’t mean they don’t. Find out how to contact the blog’s editor/ webmaster/etc. and ask them in an email. – Most “high-authority” blogs (ex: CNBC’s Finance Blog, etc.) don’t - even though they accept them. 28 28
  • 29. Qualifying  Sites  (Resource)• This article is very recent & written by a top trusted source in SEO. Author lists 20 “Dos” and 20 “Don’ts” related to qualifying possible sites for guest post opportunities.• http://www.seomoz.org/blog/the- ultimate-guide-to-advanced-guest-blogging 29 29
  • 30. Keep Updated RecordsAlways keep a list (Excel?) of sites youhave reached out to. (Even sites you havent yet contacted, but would in the future for different post. 30
  • 31. Before  You  Send  Content..• Make any edits webmaster may have requested• Submit to SEO dept. for editing & approval• Remind webmaster that you would like to know (at their soonest convenience) if they decide to post or not. – (Why?: It’s not going anywhere else. You have to make sure a blog is or isn’t getting published before you send content to someone else.) • If so, they should give you a publishing date. – Even better - publishing date & link 31 31
  • 32. The  Last  (Very  Important)  Step• Promote published content through social media platforms! – Mention this to blog owner/editor when you outreach to them. They like hearing that you plan to promote (and drive traffic) to their site! 32 32
  • 33. The End 33