Recently, I’ve had some engaging discussions with other search engine optimization specialists about the best strategies for placing promotional content.
Opinions on this topic vary greatly and often depend on the goals of the webmaster. Some webmasters actively seek guest bloggers because they need content but lack a writing staff. On the other hand, those who are just starting out may want to write guest posts on other sites as a means to boost their reputation and increase their inbound link counts. Newer professionals might ask seasoned SEOs to participate in roundup posts to build credibility for their sites. There are many reasons individuals seek to place content or request contributions from others.
A number of my colleagues believe that it’s best to retain great content on your own site. While I understand this perspective, I see value in having my content published on other sites, as it can lead to increased traffic, more leads, and new clients.
Go west, young lady
I’m comfortable placing my content on other websites. I believe in expanding my reach by doing so because it has proven beneficial for me. I am fortunate to receive valuable leads from various sources such as my column, interviews, occasional guest posts, and social media activities. Though my rankings may have declined, my traffic has largely remained consistent, and my leads have actually increased over time.
I also receive significant direct traffic, with organic searches being my third-largest source of traffic. This reinforces my approach of placing content on other sites, as it helps maintain traffic and leads even if something were to happen to my own site.
When analyzing the analytics accounts of many of my clients, I often see a pattern where referral traffic is in third place and constitutes around 30 percent of organic search traffic. In situations like this, I’m more selective about where I place my best content.
Pros and cons
If you’re deciding where to place your content, it’s important to analyze where your traffic originates to make an informed decision. If your situation is similar to mine and referrals drive most of your traffic, it might be beneficial to continue placing content on other sites. Conversely, if most of your traffic comes from organic searches, it could be wise to keep content on your own site.
Here are some pros and cons of placing content elsewhere:
Pros:
- You reach different audiences, increasing business opportunities.
- You build authority as an expert in various online communities.
- Your content can be featured in roundups and newsletters, expanding your reach.
- You maintain online presence even if there are issues with your own site.
Cons:
- You initially drive traffic to another site.
- Your reputation may be tied to the hosting site’s reputation.
- Content can be removed at any time.
- The hosting site may shut down.
For keeping content on your own site:
Pros:
- You drive traffic directly without intermediaries.
- You have complete control over your content.
- Any link-building efforts benefit your site.
- You build your site’s authority.
Cons:
- Penalties can severely impact traffic.
- Poor ranking may diminish the return on investment for your content.
- Your audience may be limited by your site’s demographics.
- You may miss opportunities for attracting links.
Content types and where they go
Let’s explore where different types of content are best housed:
Evergreen content that will be updated: This should generally remain on your own site unless you receive no traffic. Controlling updates and attracting valuable links are key considerations.
One-off pieces: If you identify a relevant platform for a one-off piece, publish it there instead of your own site. For example, content about WordPress plugins might be better suited for a web design site than a link-building site.
Lists of resources: Keep the master list on your site and contribute pieces or variations to other sites. Maintaining control allows for easier updates.
Don’t forget social platforms!
Platforms like LinkedIn and Medium can drive substantial traffic. Use Twitter for sharing tips, participate in Facebook groups, or post on Facebook to gain traffic and feedback. Diversifying content types—from infographics and podcasts to case studies and surveys—can attract quality traffic, which is ultimately most important.
