In February of 2013 John was asked by someone who was in real estate whether it was acceptable to guest blog to get some links to his site. John responded with the following:
Think about whether or not this is a link that would be on your site if it weren’t for your actions…When it comes to guest blogging it’s a situation where you are placing links on other people’s sites together with this content, so that’s something I kind of shy away from purely from a linkbuilding point of view. It can make sense to guest blog on other people’s sites to drive some traffic to your site…but you should use a nofollow.”
John was also asked about a situation where someone guest posted for the Huffington post, which is a well respected and authoritative site. The question was whether or not the links back to their site should be nofollowed. John’s answer was that they should be nofollowed because they are not natural links.
people forget all the time is that when you are putting content somewhere else, especially if that's good content, especially if it's stuff that's really earning traffic and visibility, that means all the links are going to somebody else's site. Somebody else is earning most of the attention awareness, and granted some of that is transferring on to you and that's why we do guest posting. But you have to be aware of that, and that leads me into some flawed assumptions.
Flawed assumption number one: More links are always better. This is not the case. This is not the case. I have seen many, many sites with just a few, a handful, a few dozen to a few hundred great links far outranking their brethren with thousands, tens of thousands, hundreds of thousands of links. All links are not created equal.
"Guest blogging is done." This statement made in 2014 by the-then-head of Google Web Spam Team, Matt Cutts, caused a lot of controversy at the time.
Was Google about to start penalizing those who engaged in the practice?
Could suddenly guest posting cause you more harm than good?
Was it better to ditch it as a marketing strategy?
Matt later clarified that the point he was making in his post had been largely missed. He was not referring to legitimate guest posts at all, but rather to the practice of spammy guest posts designed merely to create as many backlinks as possible....
Guest blogging today, according to Forbes, should be used as a tool to build credibility rather than backlinks. Blatantly promotional posts have lost their allure for readers. You still can stick to one or two links in the content, but use your bio as means to help people find your business.