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
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
3 Social Media Trends to Follow in 2018

3 Social Media Trends to Follow in 2018

Discover three big trends that will have the impact on social media in 2018 - from ephemeral content, to influencer marketing and augmented reality.

John Siebert
John Siebert 15 November 2017
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Amazon is the new Google for Product Search

Amazon is the new Google for Product Search

Amazon has become the top place consumers go on the Internet to search for products. In a Raymond James study published in early 2017, 52% of people said that Amazon is now their first choice for product searches. Here’s how you can get to the top of Amazon’s results and stay relevant

Brian Beck
Brian Beck 21 November 2017
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of traditional outreach methods to get in touch with targeted buyers or sellers.Here are some of the best and fastest growing global B2B platforms that are helping thousands of businesses in the world to grow and reach their international and local clients.

Salman Sharif
Salman Sharif 7 July 2017
Read more