The success of your blog or a website starts with the ability to drive the organic traffic. The process of promotion may also include other techniques like paid search, online advertising and black hat methods of traffic attraction. Each of them presents a list of advantages and disadvantages, some promising and disappointing results, and requirements and limitations that can influence their usage. However, for optimization of organic traffic attracts more leads, new visitors, increased ROI, better conversion, and lower bounce rate.
1. Guest Blogging for SEO and Promotion
One of the most popular and effective methods of attracting organic traffic is guest blogging. Previously, it considered a way to create more space for link building. Today, it turns into an effective way of content marketing implementation. However, to make guest blogging bring profits, you need to understand how to use it and how to measure the success of guest posts. This part is even more important, as you’ll not be able to evaluate your strategy without previously analyzed results.
For a new blog, this is a perfect way to attract new visitors to a website and make first steps in the development of SEO strategy. Still, this is not enough to become a popular blogger, as you need to implement other methods and techniques that make a blog popular. Along with the effective process of content creation, the process of promotion also should be the top-ranked.
2. Metrics to Measure the Success of a Guest Post
There are several metrics that are regularly used for measuring the success of a guest post: leads, backlinks, social media marketing, referral traffic, relevance, reaching the audience, and quality of the overall site. However, not all these metrics are really effective. In this article, we are going to analyze why referral traffic does not always show the expected results, and why social shares are perhaps the best way to understand whether the post brought the expected results.
3. Why Referral Traffic Does Not Show the Effectiveness of a Guest Post
In the previous paragraph, we have mentioned that the referral traffic doesn’t really show the effectiveness of a guest post. Referral traffic is a number of visitors coming from other websites. Searching the ways to increase this metric, the first thing that comes to mind is to use guest blogs. However, this method is not as much effective for reaching the goal, as well as this method cannot be used for understanding the effectiveness of the post.
Impossibility to track the effectiveness is caused by the ineffectiveness of the method itself. Comparing different posts and blogs, we have come to the conclusion that only 15% of all guest posts bring 100+ visits. The biggest part of them attracts from 10 to 100 visits, and 35% generate less than 10 visits! For our analysis, we used popular blogs and popular platforms for placing guest blogs. Thus, usage of guest posts as a source of referral traffic is not the most effective strategy. Facebook ads generate more visits, but their cost is far lower than guest posting.
Despite the fact that the number of visits is lower than expected, it still does not mean the guest blogging is ineffective for your promotion. There are other aspects of this tool that contribute to the growth of your blog popularity.
Taking into consideration that the method itself is ineffective for attracting referral traffic, it is impossible to use its results to understand whether it worked for your blog or not. If you want to measure the success of the guest post, you need to use other metrics.
4. Top 3 Effective Measures of Guest Post Success
These exist three effective metrics that will help you measure the success of your blog post: leads, backlinks, and social shares.
- Lead increase
Young bloggers believe that the results of the organic search are estimated only by the number of visitors. However, online marketing has a huge variety of metrics and measure tools that incorporate various spheres. Leads are one of the basic metrics that are used in content marketing and SEO.
Lead generation is a process of establishing contacts with possible clients (in our case, with possible readers). This is also a marketing activity that allows showing the product or service to the bigger audience.
To increase the number of leads, you need to be extremely careful with a choice of a proper blog for placing your guest post, and the theme itself. It must be relevant to the blog platform and your own service and product.
To understand whether the guest post had an influence on your lead generation, you need to perform a preliminary analysis of these metrics. It is better to compare different data, so you can estimate the results properly.
In fact, this is the most effective way to assess whether the customers and clients were reached through the guest blog.
The backlink analysis will show you whether other authorities estimated this post. According to Wikipedia, a backlink is a link from another website to a source website. It means, that if other sites and blogs place references and link to your guest post, you’ve reached the desired goal and found your audience.
Backlinks work as an effective advertising tool for the blog. If other resources start to put links to your site (in this case, to your guest post), the audience of potential leads increases, and you can reach more clients.
This metric also includes brand and author mentions. You can check this with Google Alerts or any social media.
- Social shares
One more metric that assists in the understanding of reaching the readers are social shares. A guest post should be interesting to readers: it can be informative or entertaining, depending on the target audience and the settled goals. The effective way to understand whether the guest post really captured the attention of the readers is to check the engagement of the audience. If people like and share this post, the goal is reached.
You definitely know what happens when a person shared a post via social media. This post appears in a timeline, and more people can read and share it. In this way, people get to know you and your company. Besides, it is quite easy to estimate the quantity of the social shares even without using special tools and application.
5. Subjective Methods of Evaluation
Along with the objective methods of guest post evaluation, you can also use subjective methods. Unlike social shares, backlinks, and lead generation, they do not demonstrate the numbers, but you can use them as a checklist for understanding whether the post will be effective.
First and foremost, the guest post should be relevant to your niche. Otherwise, you will not be able to reach your audience. Of course, the website also should be of the same or related field. Additionally, you should check whether the keywords, meta tags, titles and localization fit your niche and idea of the post.
- Quality of the audience
The audience can affect the success of the guest post greatly. To understand whether your post got a proper response to a certain resource, you need to check whether the previous posts got any shares or comments.
- Quality of the resource
The quality of the recourse where you place a post is another important subjective assessment factor. If the site is not well-branded, the quality is low and the discussions are weak, do not expect a high success of the post.
The guest post remains to be one of the effective methods for a website promotion. With proper usage of posts, you can reach the wider range of audience and find resources that will help you in blog development. Your main mission is to measure the success of the posts to build a proper strategy for the further promotion with content marketing. These basic techniques and metrics will help you understand whether the existing posts bring you enough traffic and build the ideas for the following promotion of a blog.