The Oban Blog

Cutts Calls Time on ‘Guest’ Blogging

For a while now the industry has been predicting the end of the ‘Guest Post’ as a link building tactic for Google’s search engine. And it would appear that Matt Cutts, head of Google’s spam team has, for the first time called for SEO’s to stop the practice in 2014, stating:

“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.” 

So what does Oban make of this latest announcement? Here’s what the team had to say:

Head of SEO, Emily Mace

“This is something which has been coming for some time due to overuse by spammy companies who’ve basically started using it like the old article syndication sites from before Penguin… I think we need to increase use of author tags when we do create content and make sure these are real credible authors too. Increasing PR driven campaigns will create opportunities to earn more “organic” links.”

Deputy Search Director, Sandeep Gulati

“We can still build relationships with relevant high end sites with social reach in order to achieve brand amplification, brand visibility and engage with a relevant target audience.”

Digital Content Manager, Matthew White

“It is my opinion that we need to run campaigns that ensure our client’s business is present online everywhere it is relevant… This approach allows for a vast range of tactics that, in time, will build a balanced and safe backlink profile, help support the awareness of a client’s brand and drive relevant traffic.

Search Director, Mo Heidarifar

“My two pence is that we should aim to only work with multi author sites, if guest blogging for a site, include the authorship tag with a real credible person behind the post and move to more of a traditional PR approach… We have had great success working with sites that we contribute to regularly, so securing such relationships (as hard as they may be) are more and more valuable.” 

Social Media Strategist, Chloë McKenna

“As Google Authorship becomes increasingly important I believe there will be a natural shift away from guest blogging tactics as their value diminishes. Authors rightly want to associate themselves with quality content and as author credibility becomes ever more significant to users, trust and credibility is paramount.

‘Spammy’, quick-win tactics like this can never be a viable substitute for creating high-quality content which will have a real and long term value in terms of traffic, social shareability and brand sentiment.”

Client Services Manager, Mike Levett

“For online businesses this announcement further illustrates a ‘quick win’ mentality from search marketing is the wrong path to take. As an agency, a high quality approach to client promotional activity must be taken and the lifetime value of that approach must be managed and communicated clearly.” 

So, there you have it, the future of promotional activity has taken another step towards content that adds value to a relevant community. What do you make of Cutts’ announcement? And what are you views on the matter?

About Oban Multilingual

Established in 2002, we’re now one of the world’s leading multilingual search agencies. We operate globally in more than 30 markets, optimising client campaigns to markets and people – not just languages. We specialise in bespoke localised digital marketing strategies worldwide – because one size does not fit all markets. Contact us now to find out how Oban can help drive your international online presence. Let our expertise speak for itself.