One of the best ways to build a great reputation around the web is to give stuff away. Everyone loves free stuff and webmasters are no different. And the currency that webmasters trade in is content. They’re always looking for new, unique, and valuable content they can put on their site with a minimum of hassle and effort. This is one of the reasons good infographics get passed around the web—everyone is looking for a great piece of content to put on their site.
And it’s one of the reasons guest blogging can be used as an effective reputation management strategy. With guest blogging—blogging for others and hosting guest bloggers on your site—you get a chance to build links to your site and make friends around the web, boosting your profile and name, which will result in cleaner SERPs for you or the company you work for.
Blogging for Others
There are so many blogs out there looking for content, you won’t be able to count them. There is a huge demand for great content right now, and there are a large number of webmasters who are asking for great content. Most won’t pay, but that’s okay. You can ask for a link instead—which is better if your goal is to build a better online reputation.
Part of a good reputation management strategy is to get as many mentions of your name as possible on the web (preferably with links back to your core site or blog). When you guest blog, include a short bio at the end of your article with a link to whatever web property you are trying to send link juice to, like social profiles, your blogs, or online news article that mention your name/brand. The link juice will flow to those properties and help them rank better for your name.
Also, guest blogging allows you to use Google’s new rel=”author” tag and point it at your Google+ profile. Boosting the prominence of that particular social profile in the SERPs.
Others Blogging for You
Many webmasters are afraid of giving away links from their site. But this isn’t the old days of SEO; Google has evolved. In fact, a site that has a minimal number of links pointing out is suspicious to Google and might not rank as well as a site that freely links to other great resources and websites.
You can use resources like MyBlogGuest.com to find people who want to give you guest posts in exchange for a link. But don’t open the floodgates. Be particular about he kinds of posts you’ll accept, the quality of those posts, and the websites that they will link to.
When you publish a guest post on your blog, the author will either share the post through social networks or put a link to you on their site as well (or maybe both). All around, those are great ways to build ranking signals to your site.
And with a number of guest posts, you will show Google that your site is active and regularly publishing fresh content.
Of course, keep in mind your goal—a better online reputation. To that end, make sure you have an author bio on your page that points to your social profiles, so that the juice your are building goes exactly where it is supposed to go. It’s great if you start ranking for other terms as well, but remember to always stay focused on the SERP that you are trying to clean up or trying to shore up against future reputation attacks.
In the end, guest blogging (both inbound and outbound) is a great way to get more mentions of your name on the web and a fairly easy way to build links to your site in order to boost its rank in the SERPs and create a better reputation management strategy.