Smart Web marketing combines search engine optimization (SEO) with social media. Guest-blogging is the perfect example. It's a way to promote content and your company with huge (and measurable) SEO and social media benefits. And it's fun.

First, let's recap the basics of search optimization and social media: (1) To rank well in search engines, a site needs to look authoritative, which generally means a good number of legitimate websites have linked to it; and (2) to get results in social media, you need to create meaningful connections with relevant people.

Let's See How Guest-Blogging Can Help

Guest-blogging has to sides: publishing your content on other sites (being a guest blogger) and seeking content from others for your site (blogger relations and guest-blogger outreach). They are both powerful content-marketing tactics with search marketing and social media benefits.

To see how to guest-blog and see what the search and social benefits are, let's imagine the processes and the outcomes of two bloggers: one blogger who posts only on his own site and another who embraces both approaches to guest-blogging.

Round One: Both Bloggers Create Two Posts

Blogger A has written two posts, and he publishes both on his blog. Blogger B has also written two posts, but rather than post them both on her blog, she connects with another website owner or content manager who agrees to publish one of her posts. She asks only for a link back to her site in exchange. That link is indicated by the dotted line in the diagram above.

Also, she reaches out to another writer in her field. That writer submits a new, original post, and Blogger B publishes it on her site. The guest post is indicated by the highlighted box above.

Let's see how they're doing. Although Blogger B wrote only two of the posts, she now has three posts associated with her brand. She also has a link and a few new friends.

Round Two: Both Bloggers Have Published Four Posts


Blogger A has now written and published four posts, all on his own blog. Blogger B has published two posts on external websites, both of which now have links back to her site. She's also connected with expert writers who have contributed two relevant posts that are now on her blog. And she's built connections with the people behind other websites relevant to her business.

Round Three: Both Bloggers Have Created Eight Posts

Blogger A has consistently produced and published content, but Blogger B has created a network of content, both on her site and linked to her brand. This has increased exposure to her content. She's also growing a network of connections with experts, which has increased her influence in her field. And that's what great Web marketing looks like.

Remember, SEO is about great content and great links. Social media is about real connections with real people. Guest-blogging provides both.

Great Guest Bloggers Follow Up

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How to Guest-Blog Like a Champion: SEO, Social Media, and Google Author Stats

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ABOUT THE AUTHOR

image of Andy Crestodina

Andy Crestodina is a co-founder of Orbit Media, an award-winning digital agency in Chicago. He's provided digital marketing advice to 1,000+ businesses, written 500+ articles, and authored Content Chemistry: The Illustrated Handbook for Content Marketing.