In most positioning strategies, the Link Building still plays a central role, it will be so until Google will consider the same links as a central and very important ranking factor.
As I have repeatedly written on this site, in fact, the link is like a tribute of trust of people link to you? It will mean that you are an authoritative source, where people believe and consequently Google will take all of this into consideration for positioning in SERP.
This does not mean that link building is a race, a competition that concerns the number of links and the ability to accumulate them: if in the past, in fact, the number of links was important, today the quality, relevance of links they play a central role and carry more weight than quantity.
Thanks to the evolution of the algorithm and the introduction of specific penalties in fact having many links from random sites, little or not at all in line with the linked content is likely to be counterproductive: anything that may seem manipulative exposes to the risk of penalization, ie risk of disappearing from research results, with easily imaginable damage to visibility.
Link Building and Guest Posting
One of the guest postings is an activity born together with blogging: I write on your site, you enter a link to my site. In theory, guest posting is an excellent tool for various reasons, among which:
- Give readers a different point of view or a specific depth
- Make a network with other bloggers
- Giving / receiving visibility, especially for emerging players
Obviously the fact of receiving a backlink is among the advantages for the guest blogger, but in theory, it should not be the one to move everything, as in reality it is in 90% of cases.
Today we are talking about Guest Posting mainly with reference to the sale of posts containing links, the real Guest Posts, those made according to the criteria made before, with a clear indication of the author and why that post is there, seem extinct.
What Google says: the risks
The guidelines of Google are clear: if the links are inserted into purchased content must contain the Nofollow , so as not to pass a value to the linked site.
In the same way, Google prohibits any link building activity with the aim of manipulating the search results. The rules are very clear, the risk is a penalty.
What really happens
Given the rules and the risks, most of the people who deal with SEO continue in the same way and try to grab links, because obviously the benefit is worth the risk.
If these links come from themed websites and look natural in effect, the related risks are much lower.
The real point is that it is not as simple as it seems: artificially obtaining a backlink profile that may appear natural to the eyes of a human being and even more so to a spider requires full knowledge and knowledge of what is being done.
The first forums and social media today, certainly do not help: as we will see later, in fact, have established mechanisms for which anyone can participate in the sale of posts and links, but if the knowledge of the facts is missing the risks return to be very high.
I have seen ” SEO suicides “, of people with excellent content, interesting sites, etc. they sent everything up to want to “experiment”, buying links here and without knowing what they were doing and now they have to get out of a penalty.
At the same time, I was able to appreciate well-managed campaigns, which brought good results, just because it was an expert who knows how to move them.
Quality of sites and guest post containers
The concept of quality is very relative and it is easy to fall into the misunderstanding. In fact, many stops at some questions, such as:
- Is the site in the language of my content?
- Is the site in my sector or in a nearby?
- What are the SEO metrics of the site that will host my link?
- Can I pay the requested price?
If the answers are satisfactory you can continue: wrong! Some basic questions are missing, such as:
- How do you place the site that will host the post for the queries you are interested in?
- Is the site or has it been penalized?
- How many inbound and outbound links does it contain?
- Which (quality) inbound and outbound links contains?
- Are only or almost guest posts published?
Without these and other relevant questions you risk falling into a trap: given the continuous request for links and guest posts, many have put on real containers of this kind of content.
These are sites with little and low-value content, whose main monetization model is based on the sale of guest posts: the only activities are those of inserting some articles without links to “balance out” the outgoing links and the manipulation of metrics, which often happens by buying other links.
Let’s talk clearly: a site that speaks for example of finance, hypercompetitive sector, without having any banner or affiliation within it, what credibility does it have?
The price of guest posts
Also, in this case, you must always keep in mind the difficulty of access, which I will now explain briefly.
If a guest post costs $200, only a few will be able to buy it, only those with full-bodied budgets. If instead, the same guest post costs € 10, then there will be many more people who can post a link.
A very simple reasoning, but it opens up a world.
In fact, on the forums, and on the Facebook groups there are guest posts even less than $5: this means that the owner of that blog, to earn $100 gross, will have to sell 20 guest posts with as many outgoing links.
Do you think that basing a link building strategy exclusively on these posts does not expose your site to the real risk of being “discovered” by Google? Better 40 links of this kind or one of true value? Better a mix would answer many, but this is another matter.
As you could understand once again, the main and essential ingredient of any link building campaign is the knowledge of what you are doing, of why and how you are doing it.
credibility is the key to good link building and certainly not with $3 guest posts on containers that become credible.
If it is true that the Guest Post can be an excellent tool in some cases it is therefore important not to fall into a trap, ask yourself the right questions and above all have the right skills to get a clear and precise overview.
Do not forget that a guest post is a content that will be read by users: it is important to say something, which is interesting: you need to leave the idea that only serves to insert a link.
It is clear that the information contained in this post is not sufficient to start a link building campaign since it is only the sphere related to guest blogging that is dealt with.