The overall message from both of these
posts is that our blog’s search engine rankings, traffic and general reputation
could be affected if we publish content written by third-parties. Sounds scary,
right? I don’t blame you if you’re scratching your head wondering what the heck
is going on. Just remember that this guest posting penalty thing isn't as
simple as A-B-C; Pun intended for all you folks gearing up for the April
Challenge!
Most, if not all concerns surrounding the matter stem from a video that Google released where it’s CEO explained why they frown upon guestblogs. Just like mainstream media, however, some bloggers who have brought attention to this news are sensationalizing the situation by yelling “penalty” first but ignoring the rest of what he said. If you are among the bloggers who did (or will) watch the video and listen – I mean, really pay attention to what is being explained, then there might not be much for you to worry about. Does this mean you’re safe from being hit by some type of sequel to the Panda and Penguin updates? Not at all – and this is where things get kinda risky for those of us in the blogging arena.
Most, if not all concerns surrounding the matter stem from a video that Google released where it’s CEO explained why they frown upon guestblogs. Just like mainstream media, however, some bloggers who have brought attention to this news are sensationalizing the situation by yelling “penalty” first but ignoring the rest of what he said. If you are among the bloggers who did (or will) watch the video and listen – I mean, really pay attention to what is being explained, then there might not be much for you to worry about. Does this mean you’re safe from being hit by some type of sequel to the Panda and Penguin updates? Not at all – and this is where things get kinda risky for those of us in the blogging arena.
All of these practices are simple to implement – for me, at
least. I do suspect, however, that it might take some time for a lot of
bloggers to adjust their guest posting routines and develop a new – more
Google-friendly practice in how they manage guests on their blogs. So, the news
comes at a very inconvenient time. I considered outsourcing the posts for my
blog via guests -- after shelving the theme that I initially wanted to use for
this year’s A to Z challenge. I was going to invite 26 people to write a post
for my blog and now I’m going to have to change that plan up a bit.
I’m also currently at the beginning of making what will be
several, or more, guest appearances around the blogosphere; promoting my short film campaign, which runs all the way through March. How in the world am I
going to swing this? I’ll tell you how – the same way you’re going to save your
own blog from being shot down by search engines like there’s a hit out on you by
Frank Costello (as played by Jack Nicholson) in “The Departed.”
Here’s how we’re going to make this happen through a summary
of proper guest posting practices that I learned from blogs managed by Darren
Rowse and Neil Patel.
- “Guesting” Language Hurts Your Blog
Stop using language such as “guest post” and any derivatives
of the title including “guest author,” “guest blogger,” etc. on your blog. Do not address people as guest
bloggers nor posts as such in your titles, within the body of the content
itself or in any introductions or closings that you add to the post.
The Remedy: A
good rule of thumb is to publish blog posts in a manner similar to magazines
and newspapers. When was the last time you saw “guest writer” in an issue of
Rolling Stone, VOGUE or Architectural Digest? There is a reason you didn't so
take heed of how these publications do things when it comes to featuring posts
on your own blog.
- Say No to Bios/Bylines Filled with Several Links
Author bios and/or bylines should not contain more than two
links. In fact, links aren't even be necessary if you just create a page with
short bios of all your contributors and then link to their blog or wherever
else readers can find them.
The Remedy: Create
an author page for each contributor and link their name to those pages, OR,
link their name to their blog/website/social media page or whatever. That could
count as one of the two maximum links, so they wouldn't even need to add more
to their bio, OR, just stop allowing guests to send you bios containing a link
to every single online site or social media profile they have online. Since I
don’t have a staff of people and am short on time, I’d likely opt for the two
latter solutions.
- Don’t Pimp your Blog’s “Write for Me” Page in Exchange for Guests
Telling potential readers that they will receive link(s)
when contributing to your blog is a violation of Google’s linking policy.
Receiving a link back to a blog or social medial profile should not be the sole
benefit of someone being featured on your website.
The Remedy:
Change your “Write for Me/Us/this Blog” call for submissions to something less
saturated. Again, this is a good time to check out what the Big Boys do and
follow that model. Next, establish editorial guidelines that include a
requirement for original content that was not previously published elsewhere.
If you wouldn't eat food that somebody else already chewed
up and spit out, then why would you accept blog posts that were seen on another
website? It’s what’s known as “duplicate content” by Google’s standards. By the
way – secure the rights to these posts, while you’re at it. Doing so brings the
extra satisfaction in knowing that a contributor won’t spin something they
wrote for you today, into a post for another blogger, tomorrow.
- Be Selective About Who You Feature on Your Blog
Don’t just accept posts from anyone and everyone who submits
something to you – especially content that is already written. In fact, why are
you even accepting open submissions in the first place? It’s much easier to
review, accept and reject queries or proposals or cover letters or messages of
intent than to have to read through entire blog posts.
I thought that most bloggers already knew this (…even I don’t
write or submit guest posts blindly. I query FIRST and then wait for a response
from the blogs that I’m interested in submitting a post to), but, I guess there
are blogs out there who just put up an “open call” and take everything that
comes their way.
The Remedy: Only
accept posts from people who have a track record of writing great content on
other blogs – and on their own website! Do a Google search for the name of your
potential blog contributor; this search should not yield a bunch of spammy
websites and spam links. If it does, then that’s a red flag and you may have a
spammer trying to ride his or her spammy wave through some of your blog’s link
juice. Also welcome contributors who are community builders and can add some
discussion to your blog, by responding to comments on their post.
- Restrict Access and Privileges
It is not necessary to give contributors author accounts to
your blog, like handing out candy to trick-or-treaters on Halloween. Maintain a
filtering system that compliments your submission guidelines, by restricting
the publishing privileges allowed on your blog to you only. Are there
exceptions to this tip? Yes, of course there are exceptions. Does this mean
that leaves more work for you in terms of formatting, scheduling and publishing
posts on your own? Yes, but in many cases, that’s better than the alternative
-- being penalized by Google.
The bottom line is that unless they are a part of
your main administrative team or a regular contributor who has established a
good track record of posting on your website, everybody online shouldn't have
the access and authority to publish anything they want on your blog. When contributors
publish blog posts about weight loss or diet pills on your homeschooling and
parenting blog – you know you have a problem!
Solutions to the Guest Post Dilemma in a nutshell:
Stop telling people you have guests. Those
who read your blog already know who is who, thanks to author bios, tags and/or
bylines. Speaking of author bios, those of contributors on your blog should
contain two links maximum – and they better not be spammy (diet pills, SEO
marketers, Viagra, anyone?). The bio link concerns could be solved by
designating a page on your blog for all of your contributors. Of course, this
part (making a “contributors” page…which also takes a lot of time to setup and maintain)
is optional – I’m surely not doing it unless I feel it’s useful. That day isn't coming any time soon.
Now that we’re all up to speed on the happenings of blog
post authors, Google rankings and best blogging practices, I’m pleased to
report that this long post is done.
~Nicole
