Legal Marketing & Web Design Blog

Thursday, July 26, 2018

Guest Blogging 2.0

What is Guest Blogging?

For years, the purpose of guest blogging was solely to get links to your site. It has since transformed, turning into a great way to not only build your website’s credibility, but your brand’s credibility as well.

The practice of guest blogging has always been used in search engine optimization (SEO). However, SEO experts in the past abused the guest blogging process in order to increase a website’s rankings for certain keywords. As a result, Google’s algorithm changed to discourage this abuse; guest blogging adapted in tandem with this Google update. It is no longer solely a practice to build links to your website, but a way to target niche markets while expanding the awareness of your brand.

How Does Guest Blogging Help My Firm?

While there are many criticisms about guest blogging, the benefits far outweigh the drawbacks. Guest blogging is a great way to gain brand exposure and reach prospective clients while simultaneously helping your search engine optimization. Some of the benefits of guest blogging include:

  • Reaching a specific target audience
  • Increasing brand awareness
  • Gaining quality leads
  • Building strong backlinks to your website
  • Developing a local reputation

What Should I Write About?

The key to guest blogging is to feature your article on a relevant website and to increase the number of quality leads you are receiving. This is especially important for lawyers whose focus is specific to practice area and location.

Finding a niche blog that relates to your areas of practice and location will give you a direct line to readers who are interested in that specific topic. For example, if you are a real estate lawyer in New York, you want to be featured on a real estate blog in the New York area. While finding a real estate blog in Florida or Connecticut might increase your brand’s exposure, you are not as likely to gain quality leads from this website.

How Do I Find Relevant Blogs to “Guest Blog” On?

A common goal in guest blogging is to gain quality links that lead back to your website. In the industry, we call this a “backlink.” In order to achieve this goal, you must understand what qualifies as a quality backlink. Google takes into account a number of factors including:

  • Domain authority – the strength of the website
  • Relevance – is the website relevant to your practice area?
  • Credibility – does the website post trustworthy content?

Google’s algorithm will take these factors, and more, into account when determining the strength of the link. A strong link to your site tells Google that your website is a good source of information and can be viewed as trustworthy; therefore, your Google rankings will increase.

Guest blogging is a crucial piece of the puzzle when it comes to search engine optimization. The more prominent blogs that feature your practice, the better. Guest blogging is a great way to gain exposure to your target market. Zola offers guest blog services with select marketing plans. Contact Zola Creative today to learn more!