How to Assess the Quality of Guest Posting Opportunities

With guest posting being a key off-page SEO tactic, it’s important to know how to effectively assess the quality of opportunities you identify for this.
Homing in on the best guest posting opportunities for your site can be time consuming, and potentially fruitless if you’re doing it the wrong way. To get the best results it’s important to understand the metrics, tools and techniques for evaluating the quality of an opportunity, and apply these in your search.
First and foremost, relevance is vital. The right opportunity for your guest post must be through a site or blog that is related to the topic you wish to write about, as well as the site you’re linking back to. Common sense prevails here; writing a guest post about tennis for a travel site, linking back to a DIY site isn’t going to get you very far. Think about the site you’re linking back to and try and stay as relevant to that niche as you can. A guest post on a home improvement blog about, say, how to build a shed, will provide a more relevant and overall more valuable link for your DIY site.
When you arrive at a site that’s within your target niche, you need a clear way of assessing the quality of the site, and subsequently the potential backlink you’ll receive from guest posting on it. This is where PageRank comes in handy. One of Google’s many ranking factors, PageRank is a good indicator of the quality of a site and can be easily identified using the SEOBook toolbar for Firefox, which scores sites on a scale of 1-10 (generally the higher the score, the better the quality of opportunity).
PageRank Toolbar
Additionally the MozBar for Firefox and Chrome is a good resource to use in assessing the quality of a potential guest post opportunity. A little more dynamic than PageRank, this tool scores each page of a site on a scale of 1-100 (Page Authority), whilst also showing the overall Domain Authority of the site (also scored 1-100). These scores also appear under each result on the SERPs, allowing you to get a quick snapshot of the quality of a site, and a first impression of how useful it could be as a guest post opportunity.
Not only is guest posting good for link building, it is also a great way to build an audience for your brand or product. With this in mind it’s good practice to review a site’s social signals before assessing the quality of a guest post opportunity. A strong social following will mean potentially more coverage and attention for your guest post, and social signals have also been suggested to be part (if only a small part) of Google’s ranking factors.
Getting a feel for the estimated traffic to a site is also beneficial. Like with social signals this gives you a good idea of how much attention a guest post on that site could potentially receive. Some may publicly show this as a stat on the site itself, but if not you may be able to learn more about this when negotiating a guest post with the site owner.
Using these tools and metrics to assess the quality of guest post opportunities is a good start to making the process a whole lot easier. Our SEO team here at Clicky Media have a wealth of experience in guest posting, so get in touch to see how we can help your website grow today.

Written by Alex Wright

Head of Search