Generally speaking, guest posting and blogger outreach are both – fundamentally – the same thing. For example, if you take a look at this guest posting service by eXthus, you’ll notice that they refer to it as both guest posting, and blogger outreach. However, over the years, especially since Matt Cutts famously claimed “Guest posting is dead”, the term guest posting has been overcome by the term blogger outreach.
The main reason for this, is that guest posting had become more of a spammy type term, and it was being greatly overused as a service for building links to try and game the search engines. It wasn’t being done with great care or great quality, and people had even started building blogs (which we now call private blog networks) purely to publish articles for a fee in order to help other websites gain more visibility in Google.
Blogger outreach is a newer terminology for the same basic service, but it implies that it’s a real, manual outreach service. Where instead of publishing any article on any blog, you’re creating a quality piece of content, and manually reaching out to real blogs in order to see if they would publish your content.
Now, when people think of guest posting or blogger outreach, these are the things that come to mind for each of the different terms:
- Low quality
- Publishing on blogs with no editorial standards
- Publishing on blogs with no real audience
- Publishing on blogs which will accept any article for a fee
- Publishing on blogs which may have spam posted too
- Grey-hat SEO
- Risky – could be penalised by Google
- High Quality
- Genuine, manual outreach
- Targeting blogs with a real audience
- Targeting blogs with editorial standards
- No spam
- Entirely white-hat
- Valuable, informative content
While the reality is that both of these terms are basically the same thing; you’re creating content, and then reaching out to blog to see if they would let you contribute to their blog as a guest author. But, if you search around, you’ll quickly see how guest posting does seem to have been branded a slightly spammy phrase, while blogger outreach seems to have been branded a high quality and entirely white-hat phrase.
So, with that said, if you’re looking for an agency to help you with content marketing, do you search for a guest posting service, or for a blogger outreach service? The truth is, it doesn’t matter. Most of the top agencies will appear in the search results for both of these terms. The important thing to look it is what they say about their service, what guarantees they give, and what their ideology is when it comes to blogger outreach. Reading through their service page should give you a fairly good understanding of what they look to achieve when they’re taking on a guest posting project, as well as what they deem most important (DA, Traffic, Relevancy), which will help you to make a good decision.
It’s fairly obvious that if one guest posting company is focussing their efforts on just blogs with a high DA (which can be easily manipulated) and another is focussing their efforts on relevancy and real traffic, then the later is obviously the better choice from the two.
Guest posting is also much cheaper than blogger outreach, and that’s for a number of reasons. First of all, the content doesn’t have to be very good if you’re publishing on a post farm or private blog network, secondly, there isn’t as much work involved – the agency simply send an article to be published and it’s published a few days later. So it’s important to look at pricing and turnaround times too. If its cheaper than $70 per post, and takes less than 10 days to deliver, you can be almost 100% sure that it’s going to be a lower quality link placement.