For years, those involved in SEO have heard about the importance of content quality to acquire spontaneous links. However, there is rarely any mention of quality of content used in link building.
As it should be, most of the attention is on the features a website should have to host a guest post. However, when it comes to the guest post itself, we tend to focus only on the outgoing link and the anchor text most of the time. If the article is unique, original and well written, it’s oftend considered sufficient.
This usually happens because the writers responsible for producing the articles are provided with inaccurate or nonexistent editorial guidelines.
Even if, until now, these kinds of content seem to deliver results, we are well aware that Google’s algorithms are regularly updated, often resulting in the identification of certain techniques as “spammy”, even though up to the day before they were perfectly efficient.
Consider what happened to over-optimized anchors after the Google Penguin update.
At the end of the day, what is the risk that concerns guest posts? That the next Google update will wipe out their value, resulting in a relapse of the website’s ranking.
Google is working on getting to that. It made clear that it doesn’t tolerate links trading, and if -for now- it’s pretty hard to single out paid outbound links, it’s reasonable to assume that Google is elaborating an algorithm in this direction. Better to stay one step ahead.
Think about it: can you distinguish between a genuine article and a paid one? If the answer is yes, it’s only a matter of time until Google can do the same.
It’s essential to include an editorial review process in content production to create articles that appear as natural as possible, while considering the publishing websites and our chosen anchor text.
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