Guest Post: what it is and how to do it

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If you’ve ever read a blog and seen an article written by someone who isn’t part of the company’s team, you’ve probably come across a guest post — or, in simple terms, a “guest post.” But what exactly does this mean in practice?

Read the article, find out what guest posting is, how it strengthens your authority and generates quality backlinks. Learn how to do guest posting the right way! Check it out!

Introduction to the concept of Guest Post

A guest post is content published on a third-party website or blog, written by someone outside of that platform. This strategy is widely used in digital marketing to generate mutual value: the author gains visibility to a new audience, while the host website enriches its blog with quality content without having to produce it internally.

Now, why is this important? Well, if you’re looking to grow in the digital world, attract new visitors, and increase your authority, guest posting can be a real goldmine. And the best part? It doesn’t cost much — usually just your time and effort to produce good content.

“Guest posting is when you write an article for another blog as a guest, with the aim of gaining visibility, authority and backlinks.”

Furthermore, in times when trust on the internet is everything, a good guest post helps build reputation. After all, if a relevant website gives you space, it is an informal seal of quality. It is like being recommended by an influential friend: the chances of someone trusting you increase — and a lot.

So, now that you understand the basic concept, let's dive deeper into the reasons why this strategy continues to be one of the most efficient for leveraging brands, blogs and businesses in the digital environment.

Benefits of Guest Posting for your Marketing Strategy

You may be wondering: is it really worth investing time in writing for other people’s blogs? The answer is yes — and for several strategic reasons. Guest posting is one of the smartest ways to expand your reach, build authority, and improve your SEO (Search Engine Optimization) in a sustainable way.

Increase Domain Authority (SEO)

When you publish content on a relevant website and insert a link pointing to your own domain, you are doing link building — one of the most powerful SEO practices. The more quality backlinks you accumulate, the greater the perceived authority of your website by search engines.

“Guest posts help improve your website’s SEO because they generate quality backlinks from trusted domains.”

And it’s not just about quantity. Google’s algorithms value the relevance and authority of the source site. That’s why writing for an influential blog in your niche can be more valuable than dozens of generic links.

Gain visibility and qualified audience

Another great thing is access to a new audience. When you publish on an already established website, your content is displayed to readers who may have never heard of you before — but who are interested in exactly the topics you are an expert in.

This audience is already “warmed up” because they are in the right place, reading about the right subject. Therefore, with a good call to action, you can attract visitors to your website, convert leads and, over time, even close deals.

Building personal or brand authority

Furthermore, being present on renowned websites conveys credibility. In this way, it is as if you were invited to give a talk at a major event: the simple fact of being there already shows that you have something relevant to say. Over time, this strengthens your authority in the market and consolidates your name as an expert.

Strategic networking and collaborations

Behind every well-written guest post, there is a relationship built. So, by collaborating with editors, writers and blog owners, you open doors to future partnerships, invitations to events, interviews and even more robust collaborations.

This exchange goes far beyond the digital. It is a networking that, when well cultivated, yields long-term results.

How to find good Guest Post opportunities

Now that you know how valuable guest posts can be, it’s time to get down to work and find the right places to publish. After all, not every blog is a good showcase for your brand. The secret is to choose wisely and strategically.

How to identify relevant websites

Start with the basics: research blogs and portals that speak to the same audience as you. They don’t have to be direct competitors, but rather complementary. If you’re talking about content marketing, for example, a blog about SEO or entrepreneurship could be an excellent entry point.

Use tools like Google, Ahrefs, SEMrush or even search operators like:
[your niche] + “write for us”
[blog theme] + “guest post”
[subject] + “guest article”

These searches return pages that explicitly accept contributions.

Partner site authority and traffic assessment

Before contacting us, check the authority of the website. Tools like Moz (with its Domain Authority) or Ubersuggest help to check if the domain has weight. In addition, check if the blog has a good volume of traffic, engaged readers and presence on social networks. The volume of traffic can be checked using tools such as Ubersuggest itself and also Similarweb.

“A good site to guest post on is one with high domain authority, consistent traffic, and an audience compatible with yours.”

Audience Compatibility Check

You can write an amazing piece of writing, but if your audience doesn’t connect with the language or the topic, your effort will be in vain. So, read other articles on your target blog. Check out the comments, understand the tone, the writing style, and what engages readers. Your message needs to “speak” to your target audience.

How to approach other websites and blogs to publish your Guest Post

Now that you have identified the ideal blogs, the next challenge is finding space to publish. And here comes a part that few master: the approach.

Contact strategy: what to say and how to position yourself

Don’t send generic emails like, “Hi, can I write for your blog?” This sounds amateurish and will likely be ignored. Instead, personalize your message. Show that you know the blog, praise specific content, and explain what you can add to it with your article.

Example approach:

“Hello [Name], how are you?
I recently read your article on [Topic] and I thought the way you approached [Point] was amazing.
I'm an expert in [Area] and I thought that content about [Topic suggestion] could perfectly complement what you already offer your audience.
I have already written for [Example blog] and I am available to develop an original and exclusive article for you.”

Common mistakes when trying to publish a guest post

• Ignore the site's editorial line
• Suggest topics that have been covered recently
• Send ready-made texts without approval
• Use the space only for self-promotion

Avoid these mistakes. After all, guest posting is an exchange: you offer value to the other blog's reader, and in return you gain visibility.

How to stand out among hundreds of pitches

Show social proof: If you have already written for other blogs, show the links. Send suggestions for titles that are already optimized for SEO. And, above all, write like someone who knows the audience of that site. This will make all the difference.

How to Write a High-Impact Guest Post

Did they accept your proposal? Congratulations! Now it's time to shine in the content.

Understand the website's editorial line

Before typing a word, study the style of the published texts. Is the blog more technical? More informal? Does it use lists? Stories? Follow this pattern. That way, the reader shouldn't notice that the article was written by an outsider.

Choose a topic that adds value to the audience

No generic or hackneyed topics. Look for an original angle. Use tools like Answer The Public, Google Trends and Google's own autocomplete to discover real questions from your audience.

“A good guest post needs to solve a specific problem for the partner blog’s audience.”

Practical tips for writing, SEO and storytelling

• Create eye-catching titles with keywords
• Use subheadings (H2, H3) for easier reading
• Write short, scannable paragraphs
• Enter real data and examples
• Use storytelling to humanize the content
• Finish with a light but inviting CTA

Strategic Call to Action: How to Drive Traffic Back

If the blog allows links at the end, invite the reader to visit your website, download free material or follow your social networks. Avoid being aggressive. The secret is to attract readers through the quality of the content.

How to secure quality backlinks with guest posts

This is one of the main goals of guest posting — but it’s also where many people go wrong.

Difference between nofollow and dofollow links

A “dofollow” link conveys authority to your site. A “nofollow” link only directs traffic, but does not provide SEO value. Therefore, choose sites that allow dofollow, but even nofollow can be useful if your blog has an engaged audience.

Best practices for natural link building

• Insert the link within the content, contextually
• Use natural anchors, nothing too exact (like “click here for cheap digital marketing”)
• Don't force more than one or two links to your site

Where and how to position links in the text

Avoid placing links only at the end. This way, a well-positioned link in the middle of the content, as part of an explanation, tends to generate more clicks and have a greater impact on SEO.

How to measure the results of a Guest Post strategy

There is no point in publishing without monitoring the fruits of the harvest.

What metrics to watch

• Referral traffic: how many hits came from that post
• Domain Authority: Did it go up after the backlink?
• Audience engagement: clicks, comments, dwell time
• Leads and Conversions: Did Visitors Turn into Opportunities?

Useful tools to track performance

• Google Analytics (referral traffic)
• Google Search Console (page ranking)
• Ahrefs, SEMrush or Moz (backlinks and authority)
• CRM and automations (conversion tracking)

How to improve strategy from data

If a certain type of topic or site performs better, focus on that. Then, learn from the guest posts that performed best and model your next ones based on those insights.

Extra tips to scale your Guest Posting strategy

Guest posting is an ongoing — and scalable — strategy.

Building a portfolio of collaborations

With each publication, create a portfolio. This way, it shows your experience, serves as social proof and makes it easier to get in touch with others in the future. You can even create a page on your website with the title “I’ve published in…”.

Automating part of the process

Create email templates, site lists by niche, and track everything in a spreadsheet or CRM. This streamlines the process and allows you to scale in an organized way.

Guest Post as part of the acquisition funnel

Think of content as a gateway. A good article with a well-placed CTA can turn into a lead, which in turn becomes a sale. This way, when you align guest posts with your funnel, they stop being just branding and start generating direct results.

Conclusion

Guest posting is not just a SEO technique. In this sense, it is a bridge between you and new audiences, a way to build reputation, gain relevance and even generate sales. And the best part: it values real content, based on exchange, trust and authority.

If you want to grow in the digital world in a strategic, ethical and sustainable way, guest posting should be part of your plan. So start small, test, improve — and in no time, you will see the results multiply.

Guest Post Frequently Asked Questions (FAQ)

1. What is a guest post?

It is an article written by an external author and published on a third-party blog, with the aim of generating authority, backlinks and visibility.

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2. How to find sites that accept guest posts?

Use search operators like “your niche + write for us” or tools like Ahrefs to identify backlink opportunities.

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3. Is it safe to guest post for SEO?

Yes, as long as the links are natural, the content is relevant and the blog has good authority. Avoid artificial practices or link networks.

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4. What is the difference between a guest post and an advertorial?

Guest posting focuses on relevant and free content, while advertorials are paid and generally have a promotional tone.

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5. How much does it cost to do a guest post?

In most cases, guest posts are free — you offer your content in exchange for the space. On larger sites, there may be a fee for posting.

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Image: Freepik