Guest posting used to be a big part of many SEO strategies, since it was widely used to build backlinks and increase search engine rankings. However, Google’s algorithms have evolved and the internet has gotten too saturated, so guest posting isn’t as effective as it once was. The resulting shift away from guest posting can be quite difficult for many marketers, so this article will cover some actionable tips to modernize SEO strategies that can keep you ahead of the competition.
Why Guest Posting Is Losing Its Effectiveness
In the past, guest posting was a great way to build authority and secure backlinks, but so many people all over the internet have used it for years, so now it offers diminishing returns. Today’s guest posts tend to be low quality, and the backlinks that come from them are often from irrelevant or low quality sites. Google isn’t a fan of these spammy practices, so it makes algorithm updates like Penguin to take action against them.
That being said, guest posting isn’t entirely dead, but it really isn’t the dominant method for gaining backlinks or building credibility that it was in the past. Therefore, continuing to rely too heavily on guest posting will cause it to have much weaker SEO impacts.
Focus on Quality Content and Topical Authority
Post-guest posting, one of the most effective SEO strategies is to focus on content that establishes topical authority. Instead of scattering your efforts across low-quality guest posts, try to position yourself as an expert in your niche. When you’re putting out well-researched content that provides value to your audience, it will naturally attract backlinks from reputable sources.
Having topical authority demonstrates that your website is a trusted resource on specific subjects to search engines. When search engines trust your website, it becomes easy to generate organic traffic and long-lasting results. This will keep your site relevant in the face of future changes in the SEO industry.
The Power of Video Marketing in Modern SEO
Video marketing offers a much more modernized approach that you can use instead of traditional guest posting. Video content improves user engagement, increases dwell time, and reduces bounce rates—all factors that lead to better SEO rankings.
In fact, studies have shown that 92% of marketers see video as an important part of their work, and 86% of businesses use video as a marketing tool. Video marketing wouldn’t be this prevalent in today’s SEO strategies if it didn’t work.
When you’re doing some video marketing, you need to focus on creating content that aligns with your brand’s message and resonates with your audience. Tutorials, webinars, and product demonstrations are all great examples of video content you can create to build topical authority while engaging and informing audiences.
User Experience Matters
Google also prioritizes user experience (UX) in its ranking algorithm and will continue to do so for the foreseeable future, so you need to also focus on how users are interacting with your site. If it has pages that load slowly, are difficult to navigate, or aren’t optimized for mobile devices, it will drive visitors away and harm your SEO performance.
Therefore, working on your website’s UX is one of the most effective SEO strategies for marketers today. Google rewards sites that provide great user experiences, so making sure your site is easy to use on both desktop and mobile platforms can boost your rankings significantly. There are many ways you can do this, such as compressing images, improving load times, and creating an intuitive navigation system.
Build Natural Backlinks Through Relationships
To get backlinks without guest posting, you can focus on building relationships with influencers and thought leaders in your industry. These relationships can get you some natural backlinks from websites with high authority, which are better than the random ones gained from guest posts.
You can get noticed by other professionals by networking at industry events, participating in interviews, and collaborating on projects. Over time, these relationships can lead to mentions and backlinks that you earn instead of paying for them or soliciting them.
The backlinks you get naturally from this are great for SEO purposes. Search engines can sense when the backlinks are only there for the SEO gains, so the links you build naturally over time are much more valuable.
Repurpose Existing Content
Repurposing existing content is a highly effective SEO strategy that’s often overlooked. When you breathe new life into older articles, you can reach different audience segments. For example, take a popular blog post you’ve done in the past and turn it into an infographic, podcast, or YouTube video. This way, you can expand your reach and improve your SEO without needing guest posts or to create new content.
Repurposing content also beats out guest posting as an SEO strategy. Guest posting requires constant outreach and submissions, while repurposing existing content lets you squeeze more SEO out of what you’ve already created, so it can do more work for you over time.
Using Modern SEO Strategies for Marketers
In the post-guest-posting world, you need to shift your focus from outdated practices to more sustainable, effective methods. Building topical authority, incorporating video marketing, and enhancing user experience are all important parts of a more modern SEO strategy. When you focus more on quality over quantity, you can improve site rankings, attract organic backlinks, and stay ahead of your competition. Instead of relying on guest posting, use your time and resources to create valuable content, building relationships, and improving the user experience on your site.
