The decay and fall of guest blogging for SEO

Okay, I’m calling it: if you’re using guest blogging as a way to gain links in 2014, you should probably stop. Why? Because over time it’s become a more and more spammy practice, and if you’re doing a lot of guest blogging then you’re hanging out with really bad company.

Back in the day, guest blogging used to be a respectable thing, much like getting a coveted, respected author to write the introduction of your book. It’s not that way any more. Here’s an example unsolicited, spam email that I recently received:

My name is XXXXXXX XXXXXXXX and I work as a content marketer for a high end digital marketing agency in [a city halfway around the world]. I have been promoting high quality content in select niches for our clients.

We are always on the lookout for professional, high class sites to further promote our clients and when I came across your blog I was very impressed with the fan following that you have established.I [sic] would love to speak to you regarding the possibility of posting some guest articles on your blog. Should you be open to the idea, we can consider making suitable contribution, befitting to high standard of services that your blog offers to larger audience.

On my part, I assure you a high quality article that is-
– 100% original
– Well written
– Relevant to your audience and
– Exclusive to you

We can also explore including internal links to related articles across your site to help keep your readers engaged with other content on your blog.
All I ask in return is a dofollow link or two in the article body that will be relevant to your audience and the article. We understand that you will want to approve the article, and I can assure you that we work with a team of highly talented writers, so we can guarantee that the article would be insightful and professionally written. We aim to write content that will benefit your loyal readers. We are also happy to write on any topic, you suggest for us.

If you ignore the bad spacing and read the parts that I bolded, someone sent me a spam email offering money to get links that pass PageRank. That’s a clear violation of Google’s quality guidelines. Moreover, we’ve been seeing more and more reports of “guest blogging” that are really “paying for PageRank” or worse, “we’ll insert some spammy links on your blog without you realizing it.”

Ultimately, this is why we can’t have nice things in the SEO space: a trend starts out as authentic. Then more and more people pile on until only the barest trace of legitimate behavior remains. We’ve reached the point in the downward spiral where people are hawking “guest post outsourcing” and writing articles about “how to automate guest blogging.”

So stick a fork in it: guest blogging is done; it’s just gotten too spammy. In general I wouldn’t recommend accepting a guest blog post unless you are willing to vouch for someone personally or know them well. Likewise, I wouldn’t recommend relying on guest posting, guest blogging sites, or guest blogging SEO as a linkbuilding strategy.

For historical reference, I’ll list a few videos and links to trace the decline of guest articles. Even back in 2012, I tried to draw a distinction between high-quality guest posts vs. spammier guest blogs:

Unfortunately, a lot of people didn’t seem to hear me say to steer away from low-quality guest blog posting, so I did a follow-up video to warn folks away from spammy guest articles:

In mid-2013, John Mueller gave spot on advice about nofollowing links in guest blog posts. I think by mid-2013, a ton of people saw the clear trend towards guest blogging being overused by a bunch of low-quality, spammy sites.

Then a few months ago, I took a question about how to be a guest blogger without it looking like paying for links (even the question is a clue that guest blog posting has been getting spammier and spammier). I tried to find a sliver of daylight to talk about high-quality guest blog posts, but if you read the transcript you’ll notice that I ended up spending most of the time talking about low-quality/spam guest posting and guest articles.

And then in this video that we posted last month, even the question itself predicted that Google would take stronger action and asked about “guest blogging as spam”:

So there you have it: the decay of a once-authentic way to reach people. Given how spammy it’s become, I’d expect Google’s webspam team to take a pretty dim view of guest blogging going forward.

Added: It seems like most people are getting the spirit of what I was trying to say, but I’ll add a bit more context. I’m not trying to throw the baby out with the bath water. There are still many good reasons to do some guest blogging (exposure, branding, increased reach, community, etc.). Those reasons existed way before Google and they’ll continue into the future. And there are absolutely some fantastic, high-quality guest bloggers out there. I changed the title of this post to make it more clear that I’m talking about guest blogging for search engine optimization (SEO) purposes.

I’m also not talking about multi-author blogs. High-quality multi-author blogs like Boing Boing have been around since the beginning of the web, and they can be compelling, wonderful, and useful.

I just want to highlight that a bunch of low-quality or spam sites have latched on to “guest blogging” as their link-building strategy, and we see a lot more spammy attempts to do guest blogging. Because of that, I’d recommend skepticism (or at least caution) when someone reaches out and offers you a guest blog article.

What would you like to see from Webmaster Tools in 2014?

A few years ago, I asked on my blog what people would like from Google’s free webmaster tools. It’s pretty cool to re-read that post now, because we’ve delivered on a lot of peoples’ requests.

At this point, our webmaster console will alert you to manual webspam actions that will directly affect your site. We’ve recently rolled out better visibility on website security issues, including radically improved resources for hacked site help. We’ve also improved the backlinks that we show to publishers and site owners. Along the way, we’ve also created a website that explains how search works, and Google has done dozens of “office hours” hangouts for websites. And we’re just about to hit 15 million views on ~500 different webmaster videos.

So here’s my question: what would you like to see from Webmaster Tools (or the larger team) in 2014? I’ll throw out a few ideas below, but please leave suggestions in the comments. Bear in mind that I’m not promising we’ll do any of these–this is just to get your mental juices going.

Some things that I could imagine people wanting:

  • Make it easier/faster to claim authorship or do authorship markup.
  • Improved reporting of spam, bugs, errors, or issues. Maybe people who do very good spam reports could be “deputized” so their future spam reports would be fast-tracked. Or perhaps a karma, cred, or peer-based system could bubble up the most important issues, bad search results, etc.
  • Option to download the web pages that Google has seen from your site, in case a catastrophe like a hard drive failure or a virus takes down your entire website.
  • Checklists or help for new businesses that are just starting out.
  • Periodic reports with advice on improving areas like mobile or page speed.
  • Send Google “fat pings” of content before publishing it on the web, to make it easier for Google to tell where content appeared first on the web.
  • Better tools for detecting or reporting duplicate content or scrapers.
  • Show pages that don’t validate.
  • Show the source pages that link to your 404 pages, so you can contact other sites and ask if they want to fix their broken links.
  • Or almost as nice: tell the pages on your website that lead to 404s or broken links, so that site owners can fix their own broken links.
  • Better or faster bulk url removal (maybe pages that match a specific phrase?).
  • Refreshing the existing data in Webmaster Tools faster or better.
  • Improve robots.txt checker to handle even longer files.
  • Ways for site owners to tell us more about their site: anything from country-level data to language to authorship to what content management system (CMS) you use on different parts of the site. That might help Google improve how it crawls different parts of a domain.

To be clear, this is just some personal brainstorming–I’m not saying that the Webmaster Tools team will work on any of these. What I’d really like to hear is what you would like to see in 2014, either in Webmaster Tools or from the larger team that works with webmasters and site owners.

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