Low-value content diminishes the chances of building links or brand reputation.
Bloggers should first check if their article is going to benefit readers and provide value before writing guest blog posts. The information should be unique and different from what Google has already ranked.
Writers should determine the search intent of the audiences they are trying to reach and provide only such information that matches their intent. They should also analyse the intent of the pages that already rank for same topics, for reference. Since intent changes rapidly, writers should consider the initial intent and the intents that may follow.
According to Google’s Search Quality Evaluator Guidelines, guest posts should reflect expertise, authoritativeness and trustworthiness. Bloggers should further think about what kind of expertise is required to achieve the purpose of the page while deciding the topic of the blog.
[17 minute read]