Guest Posts – Are you asking for a Google penalty?

Guest Posts – Are you asking for a Google penalty?
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UPDATE: Since I wrote the prediction below in August last year, Matt Cutts (head of Google’s webspam team) has come out and said exactly what I predicted – that Google will be targeting link building through low quality guest posts.

Make sure you’re doing the following things when approaching people, and guest posting can still be worthwhile in 2014:

  • Aim well (only target websites that are relevant to your niche – e.g. if you have a furniture website, don’t go seeking guest posts on a car website)
  • Know your target (topic/style of previous articles, who are their readers etc)
  • Address the person by name (you can usually find it somewhere on their website or LinkedIn)
  • Be real (don’t just use a template e-mail – use genuine language and talk to them like a real person)
  • Provide a benefit to them & readers (write something genuinely useful and interesting)
  • Link out to other sites where relevant (link to any useful resources you mention in your post – don’t just link to yourself)
  • Don’t link from an “Author Bio” (this has the footprint of guest blog spam – try linking from another relevant place in the post)
  • Don’t use spammy anchor text (don’t link to your site with “target keywords” – link using your brand name or website name instead)

Original Post from 6th August, 2013

Here’s a prediction for you: Google will target guest posts in an upcoming algorithm update.

It’s really not much of a stretch to imagine. Link directories, article spinning and blog networks have been all but destroyed with Google’s Penguin and Panda updates. With the favourite options of lazy SEOs now gone, they’re turning their attention to guest posting. And, as with their previous methods, most SEOs are doing it really badly.

First things first – there is nothing wrong with guest posts, so long as they are done properly. Websites are always looking for content, and if your guest post is on topic, valuable, insightful and otherwise interesting, then go for it. Unfortunately, this is not usually the case. People are guest blogging for links, and quickly turning it into a spam fest.

Example of a BAD guest post request

One of the websites I run (Top 100 Experiences) is a travel site, and I think the travel niche is one of the worst for spammy guest blog requests. Here’s an example of one I got the other day:



I came across your blog and see that u need some quality content. Please allow me to send an article for review. I would like to offer unique and quality guest post on car rental related topic.


Do let me know so that I can send your my content for publishing.


Awaiting your response,

indian seo

This is the perfect example of how to get your request for a guest post IGNORED. It’s clearly written by an outsourced SEO (from India, judging by the e-mail address it came from) that hasn’t bothered to read any content on my website. Furthermore, it was in response to a request for guest posts that specified the topic must be about an Australian travel destination, and the e-mail must include the topic/headline and the link that they will be using in the author bio. None of these were included, so it’s straight to the trash can.

Why would I want content from someone that can’t write properly? Also, I don’t see what’s in it for me. How would it benefit my readers? How would it benefit me? If the author had even bothered to look at my website, he would’ve seen that I already have a comprehensive guide on car rental. All I see from this e-mail is that I’m going to get some crappy, irrelevant article and the guy will want a link back to his website. No thanks.

Unfortunately I get these e-mails every single day.

Example of a GOOD guest post request

If you want to make your request for a guest post stand out, then you need to make an effort. Here’s a good example of a guest post request that doesn’t reek of spam:

Hello there, 

I hope you don’t mind me contacting you, but I saw from Cathy Stucker’s Blogger Linkup that you were looking for writers to help create content for your wonderful site, Top 100 Experiences? I was wondering if you were still looking for such content?

I am an experienced freelance writer from Australia, who specialises in providing useful and engaging travel advice to those looking to embark on a trip to or around Australia this year, and I’d love to write something for you if you are accepting.

Would this be of any interest to you?

I look forward to hearing from you soon!

Warmest regards,

Freelance Writer

Twitter: @LaraCAnderson

This is a much better approach. She has pardoned herself for the intrusion in my busy schedule, and then complimented me on my website! How could I not read on?

The author has then gone on to tell me why I should want content from her; she’s an experienced writer, from the region (Australia) that I want content about! She then goes on to give more specifics about what she proposes to write about (and it’s something that my audience would value). In signing off, she also provides a Twitter username. This means I can find her previous work and see that she’s not just a link spammer with a fake name.

Which one of the two e-mails would you respond to?

blog word cloud

How to avoid a penalty

Google has recommended that if you’re guest blogging for links, that you make your links no-follow. This means they won’t pass any “link juice” to your website, but you can still get traffic from people clicking through. I don’t think you necessarily need to do that, as long as you’re writing a quality article. To ensure that your links aren’t picked up by Google, I’d suggest the following:

  • Don’t link from the author bio box at the end of the article. This is common practice, and will be the first thing that Google targets.
  • Link from within the content of the article, wherever relevant.
  • Link to other relevant websites from within the content (not just your own site). Wherever there’s a good resource, link people to it. It’s useful to do, but will also ensure that it’s harder for Google to see which website you’re trying to build links to.
  • Don’t link with spammy, SEO-optimised anchor text. Mix it up.


Doing the prep work

  • Don’t just write for backlinks. Write something that has the reader in mind, something useful and something different to what they can find elsewhere.

  • Make a list of target sites. See if they have any information about accepting guest articles. If they do, make sure you follow the rules!

  • Read the other articles on the website and get a feel for their style of writing, themes and audience before you contact them. Look at which ones get lots of comments and social shares to see which sort of articles are most popular.
  • Don’t just contact websites out of the blue asking for links. Find the right contact person to send your article to. If possible, connect with them on Twitter or LinkedIn etc first. Building a relationship with the person will make it much easier to get your articles considered, especially for bigger sites.

  • Tell them how your writing could be of interest to their readers and how it will benefit their website.

Writing the perfect headline

There are a few psychological triggers that can be used to help generate interest in your headlines, and really get people to want to click through!

  • Question-based headlines work better than statement-based headlines. e.g. “Are you struggling to pay your bills?” vs “Don’t struggle to pay your bills”. Questions make us want to know more.

  • Problem-based headlines work better than solution-based headlines. e.g. “Is your computer’s lack of speed driving your crazy?”. The reader identifies with the problem and wants to know more.

  • Create curiosity – “Does your car have these amazing features?” Using words like “these” creates curiosity in the reader. They want to know what “these” things are.

You don’t need to use all these triggers at once, but the more the merrier.

Bonus tips specifically for writing travel articles

  • What’s your angle? Figure out what you want to convey through the article before you plan it out.

  • Write in the first person and make your article a personal account. This will give the readers more of a connection. Make use of your Google authorship as well!

  • Bring readers in with a hook early on. Keep them reading until the end! (see my article about Christmas Island)

  • Include useful, unique information like secret spots. (here’s a good example)

Promoting your article

  • Don’t forget to share your guest post on social media – Facebook, Twitter, Google+

  • Make sure you tag any appropriate company pages. It will pop up on their news feed and they may share it for you as well.

  • Social bookmarking sites (Digg, Reddit, Stumbleupon etc) can do well if you have the right headline.

  • Get friends, family, pets to share as well!

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  1. I’m aroused by your indepth articles. (written by a person, not a bot) :P Also, Argo is awesome.

    • Haha thanks, except that pic at the top isn’t Argos. He’s way too big to be let anywhere near my computer!

  2. Good article Luke !! When the piece of content is written and published to make internet a better place it will never be penalised in any update.

    • Are you so sure about that? For instance in the Google Support forums the manual spam team recently stated that this link was in fact “not abiding by Google’s guidelines” and been a key element for a recent website manual penalty” Really to me this article is not that bad, sure it is not that Good but I bet I can see 1000000s of other links worse off. Clearly Google has a different view on what makes the internet a better place it is probably Money from PPC Advertising makes the internet a better place in Google’s eyes.

  3. I have a feeling the next update will target more PR based link building, as that is the key element Google is really targeting in recent notices. The thing about targeting PR sites is that it will be easier in my eyes to wipe out sites that push heavy generic anchor text on PR sites. Guest posts is a completely different ball game as millions of sites do it, many sites are already quite advanced with the way they structure posts. The advice from my is not to post guest posts on sites which offer to take guest posts, not to post guest posts on sites that push them via My Blog Guest for example they are too easy to wipe out.

    • Yep, absolutely important to pick the sites you want to guest post on. Make sure they’re full of only quality posts. Sites like My Blog Guest, Blogger Linkup etc are mostly full of rubbish, but worth looking at because there’s occasionally something worthwhile in there (1 in 1000).


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