Guest Posting

Guest posting is writing an article for publication on someone else’s website, usually with a short author bio and a link back to your own site. Done for the right reasons, it builds reputation and reaches new audiences, but large-scale guest posting purely for links breaches Google’s spam policies.

Written by Paul Hoda, SEO consultant since 2005. Last updated 9 November 2026.

How guest posting works

A writer pitches an article idea to a website that accepts contributions. If the editor agrees, the writer produces the piece and the site publishes it under the writer’s name. In return, the writer normally receives a byline, an author bio and sometimes a link to their own website or a relevant resource.

Guest posts appear on industry blogs, trade publications, news sites and community websites. Some sites have clear contributor guidelines; others only accept invited experts.

Benefits of guest posting

  • Audience reach: your ideas reach readers who may never have found your site.
  • Reputation: appearing on respected sites shows expertise in your field.
  • Referral traffic: interested readers may click through to learn more.
  • Relationships: working with editors can lead to interviews, quotes and other opportunities.
  • Links: a relevant, editorially placed link can be a useful backlink, though links should not be the only goal.

What Google says about guest posting

Google’s spam policies list “large-scale article marketing or guest posting campaigns with keyword-rich anchor text links” as an example of a link scheme. Google has also said that links in guest posts placed mainly for SEO should use the nofollow or sponsored attribute.

Paying for a guest post, or for a link within one, makes it a paid link. Many sites that sell “guest posts” are essentially link farms, which offer little value and can put your site at risk.

How to approach guest posting well

  1. Target sites your customers actually read, not sites chosen only for metrics.
  2. Study the site’s content and guidelines before pitching.
  3. Pitch a specific, original idea that suits their audience.
  4. Write your best work: share real experience, data or expertise.
  5. Keep links natural. Link to a genuinely useful resource, use descriptive anchor text and avoid keyword-stuffed anchors.
  6. Accept the site’s link policy, including nofollow links.
  7. Promote the published piece and respond to comments.

Warning signs to avoid

  • Sites that publish posts on any topic for a fee.
  • Pages full of outbound links to unrelated businesses.
  • Little real readership or engagement.
  • Offers to guarantee followed links with exact-match anchors.
  • Republishing the same article on several sites, which creates duplicate content.

Guest posting vs other link building

Guest posting is one of many link building methods. Approaches that earn links because your content deserves them, such as research and digital PR, tend to be safer and more scalable than relying on guest posts alone.

For practical examples of how a guest post can support rankings, read what guest posts are and how they help SEO.

Key Takeaways

  • Guest posting is writing articles for other websites under your own name.
  • Its main benefits are reach, reputation and relationships.
  • Large-scale guest posting for keyword-rich links is a link scheme under Google’s policies.
  • Paid guest posts are paid links and should be marked sponsored or nofollow.
  • Choose sites your audience reads and write genuinely useful content.

Related Terms

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