Let’s face it – the SEO industry has a tendency to stomp a tactic into the ground. Some of us even get lazy (pleny of this kind of junk around).
Directory submissions were once wildly valuable, then SEOs started creating directories by the thousands thanks easy-to-install directory scripts. Some SEOs / webmasters blatantly charged a fee for the “SEO value”. Additionally, cheap directory submission tools popped up like Directory Maximizer. Back then there wasn’t as much fear of Google making sweeping changes; thus, the tactic was pushed hard for years. Eventually Google sussed out the tactic - directory links aren’t even close to what they were.
Article marketing worked for a while as well. The same suit followed. Article sites and tools like Unique Article Wizard and Article Marketing Robot came and left a huge footprint. Originally some article marketing was even editorial when the webmasters scrutinized each article before publishing, but it was quickly outshadowed by services and bloggers that would take (and publish) any crap.
Next came blog networks. ALN and Build My Rank (now redirects to www.hpbacklinks.com) were among the first to get a real Penguin beat down. Spinning tools (that literally “spun” your content to look unique, but rarely made articles that users could understand) became popular as content for these blog networks. These illegible articles were pumped out by the thousands. For some SEOs this (somewhat) resembles what we think of today with the guest post tactic.
Now SEOs are waiting for the guest blogging [filter|penalty|panda|penguin] update.
Google Doesn’t Hate Guest Posting
As far as I know, Google doesn’t hate guest posting, at least according to this video 2012 video. Things may have changed, but I don’t think so.
Google has made some illogical decisions. Really, obvious mistakes. I’ve given them the benefit of the doubt and been wrong before.
Dumb Bill Sebald quotes:
“Negative SEO can’t exist. Google knows how easy it is to blast a bazillion garbage links at a website. They’ll figure out the fraud!”
“Google doesn’t need help with duplicate content. They told us so!” (Next day they came out with the canonical tag).
The truth is, at the risk of putting my foot in my mouth again, I really don’t want to jump onto the guest post scaremongering band wagon. As I said with the great Anthony Pensabene, I think we’re reading too deeply into things:
But aside from a few a lot of bad eggs, why would Google hate guest posting? This can be amazing, user-loved content!
This is what Google’s infamously vague Google Guidelines say:
Additionally, creating links that weren’t editorially placed or vouched for by the site’s owner on a page, otherwise known as unnatural links, can be considered a violation of our guidelines.
An editorial piece of text is an unpaid, opinion piece. It is a piece placed by an editor to give value to the reader. In newspapers (for example) editorials have often been the opinions of authors who may not have been associated with the publisher. Google might be powerful, but I don’t see them having the power to change a definition.
We live with a noisy web, where soundbites are everything. Tweets are our headlines. Sometimes newsreaders and social bookmark sites give us the news with a short 70 character headline. Sometimes it’s even exploitative. This leads to major misinterpretation and FUD.
What I Think Could Happen
While Google’s done a great job in the last year of pruning gamed results out of their index (I actually found it quite difficult to find some truly “bad” examples using Google), they could still possibly monitor heavier for footprints. For example, they may be able to tune up their recognition of certain footprints left in the byline. SEOs will adapt, and maybe start seeding their backlink elsewhere in the text other than the byline, and vary up their bylines more frequently, but the lazier SEOs could probably get swept up. Have you created a sea of trash guest posts? You might need to worry, but you couldn’t have thought your thin content was a long term play.
Authorship may come into play more, and either highlight good authors or flag spam authors. I just don’t think Google will be able to get too liberal here. They’re the best search engine we have, but they’re still not talented enough to truly understand the intent of any content online. They’re just not that good. They have to know that.
Famous last words.
Sites like Moz, major tech sites, recipe sharing sites, entertainment sites, countless online newspapers,etc., would likely get swept up if Google pushed this update. We’ve seen so many babies get thrown out with the bathwater just with Panda and Penguin alone. For me, I’m going to sit back, have a homebrew, and keep on recommending guest posting where it makes sense and proves out to be a real marketing opportunity.
Related: Why I Will Continue With Guest Blogging As Part Of My Strategy! SEtalks.com