Article

Ian Harris
Ian Harris 20 August 2013

To Host or Guest Post?

Should SEOs host content on their clients'/business' website or should they guest post?

The answer to this question is in almost all circumstances, host. Hosting content on your website is the most effective way to maximise its potential for attracting natural links. By having the content on your website you benefit from any natural links to this piece from external sites as they will be pointing towards your website. This means that you gain all the domain authority flowing from these links. There is also the branding benefit that anyone who reads the article or blog will automatically associate it with you – not always the case when guest posting.

 

Guest blogging has been the darling of the SEO community for the past year or so as it was a relatively simple way of securing links. Like so much in the industry though, this technique has been abused. The internet was flooded with countless irrelevant, thin and poor quality posts that had no other purpose except acting as vessel for a link.

 

Google has guest posting in its cross-hairs now and Penguin is cracking down on websites that have overly relied on this tactic in the past. Guest blogging is also not as effective as passing on authority as any links to the content are to the third party website and not yours.

 

There are some benefits to posting content externally, however, if done correctly. There are going to be external websites with much larger audiences than yours, so getting your content and brand name onto these sites can be beneficial to improving your reach – providing that your content is quality and not thin irrelevance.

 

Hosting content on the business’ website is the ideal scenario but it does bring with it its own challenges. We always advise our clients to host their content but not all companies are keen to relinquish editorial control of their website’s blog to an external agency. SEO is just one marketing challenge brands face so it’s not always possible to have full access to the tools at their disposal, such as their blog.

 

Situations such as this are frustrating because there’s no getting away from the fact that campaigns using content that is hosted on a business’ website achieve the best results. One brilliant hosted blog can attract innumerate links. Ultimately one brilliant guest post can only ever result in one direct link back to the business’ in question site. Hosting content is both more efficient – you can outreach the same piece numerous times – and thanks to Penguin is now more ethical in Google’s eyes. 

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

A company website is crucial for any business's digital marketing strategy. To keep up with the changing trends and customer buying behaviors, it's important to review and make necessary changes regularly...

Digital Doughnut Contributor
Digital Doughnut Contributor 25 March 2024
Read more
The 3 Most Important Stages In Your Presentation

The 3 Most Important Stages In Your Presentation

If you want to deliver a presentation on a particular topic and you have to prepare yourself for it you should make sure that you go through several very important stages in order to craft a compelling, persuasive and...

Nicky Nikolaev
Nicky Nikolaev 16 February 2016
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 3 April 2024
Read more
Five Ways to Gain Maximum Return on Your Videos

Five Ways to Gain Maximum Return on Your Videos

Without question, our collective appetite for video is fuelling more video-centric experiences online. Video’s ability to impart both emotional and practical information makes it a win-win for brands and consumers...

Juli Greenwood
Juli Greenwood 2 July 2024
Read more
 How AI Revolutionizes Microsoft Azure & Future of Work

How AI Revolutionizes Microsoft Azure & Future of Work

Are you tired of spending countless hours on repetitive tasks in your workday? It's time-consuming, mundane, and let's face it - it's not what you were hired for. But what if there was a way to streamline...

Sam Anderson
Sam Anderson 11 July 2024
Read more