Matt Cutts recently declared guest blogging dead:

Okay, I’m calling it: if you’re using guest blogging as a way to gain links in 2014, you should probably stop. Why? Because over time it’s become a more and more spammy practice, and if you’re doing a lot of guest blogging then you’re hanging out with really bad company.

Well, he got me there.

Just kidding! Guest blogging might be on Google’s watchlist, but it’s not dead yet. Let me explain.

All SEO Tactics Attract Spam. SEO Itself Isn’t Dead.

This statement holds true if you substitute practically any SEO method:

Over time it’s become a more and more spammy practice, and if you’re doing a lot of [insert SEO tactic here] then you’re hanging out with really bad company.

For instance:

• Keyword targeting
• Link building
• Image optimization

The list goes on. When an SEO tactic proves effective, spammers inevitably jump on board. There’s no foolproof, spam-free SEO technique. Every method needs to evolve with the changing digital landscape and search engine algorithms. Similarly, marketers should prioritize long-term quality over quick wins, regardless of the specific technique. Don’t abandon a method just because spammers are using it.

In reality, the proportion of spam within most SEO techniques might not be increasing drastically. It’s not like they’re going from 10% to 50% spam. We just see more spam overall because the internet is growing - more high-quality guest posts, but unfortunately, more low-quality and spammy content too. Eventually, the sheer volume of content, both good and bad, becomes overwhelming for Google to sift through. They get frustrated and urge content creators to self-regulate to ease their burden. However, I doubt the spammer masterminds are paying much attention to Matt Cutts’ advice.

“Guest Blogging” Is Technically Indistinguishable from Any Other Content

Google’s algorithms can’t automatically differentiate between guest posts and other articles. Websites aren’t legally obligated to disclose whether a piece of content is a guest post. Sometimes, it’s even a matter of perspective.

Consider this: much of the content on reputable news platforms like the New York Times, or massively popular sites like the Huffington Post or Buzzfeed, is produced by freelancers. If you write an article for a site that doesn’t employ you full-time, is that automatically a guest post? The lines are blurry because “guest blogging” is primarily an SEO industry term, not a journalistic one. Google lacks a foolproof method to discern an author’s intent, whether they wrote for links, exposure, money, or simply to share valuable information.

Nevertheless, if you’re concerned about a Google crackdown on guest blogging, here are some tips.

For Publishers:

• Maintain high standards: Only publish genuinely good guest posts. If it’s not spammy, it’s not a problem.
• Skip the label: You can include an author bio without explicitly stating “This is a guest post.” If the content benefits your readers, its origin shouldn’t matter.

For Writers:

• Steer clear of content farms: Avoid sites with a reputation for publishing anything and everything.
• Prioritize relationships over links: Secure a regular contributing role on a reputable website with a relevant audience. Building a loyal readership there is more valuable than a one-time guest post.

Google has consistently emphasized that high-quality, unique, and user-friendly content is paramount for search engine rankings. Sites publishing content that meets these criteria likely won’t be penalized, regardless of whether some articles are “guest posts.”

Guest Blogging Holds Value Beyond Links

I’m not suggesting you strip every link from your guest posts. I don’t think Google can definitively differentiate them from other content types, so it can’t automatically devalue links within them.

However, spammy links are Cutts’ primary concern with guest blogging:

“We’ve been seeing more and more reports of ‘guest blogging’ that are really ‘paying for PageRank’ or worse, ‘we’ll insert some spammy links on your blog without you realizing it.’”

So, if you’re worried, simply omit the links. You might ask, “Why guest blog then?”. While links and referral traffic are significant incentives, guest blogging still provides brand exposure. If you’ve created a high-quality piece and want to reach a broader or different audience, guest blogging can help. You can associate your name and brand with the content even without direct links. Alternatively, request no-follow links. Remember, Wikipedia links are no-follow yet drive substantial traffic.

In summary:

• Don’t panic: Just as we see spammers requesting link removals, expect “guest post removal requests.” However, don’t remove legitimate content or links without good reason.
• Past practices don’t automatically equal spam: Your previous guest posts didn’t suddenly become problematic overnight. As always, quality is key.
• Reconsider your goals: If you were solely focused on do-follow links, it’s time to re-evaluate. Contributed content offers other valuable benefits.

Update: Cutts Clarifies – Don’t Guest Blog “for SEO”

Matt Cutts revised his post following the response it generated. He added:

It seems like most people are getting the spirit of what I was trying to say, but I’ll add a bit more context. I’m not trying to throw the baby out with the bath water. There are still many good reasons to do some guest blogging (exposure, branding, increased reach, community, etc.). Those reasons existed way before Google and they’ll continue into the future. And there are absolutely some fantastic, high-quality guest bloggers out there. I changed the title of this post to make it more clear that I’m talking about guest blogging for search engine optimization (SEO) purposes.

This clarification warrants a response. Cutts’ message, I believe, is: “Don’t churn out subpar guest posts just for a link.” However, his phrasing suggests that intentions outweigh outcomes, as if your motives must be entirely pure. You can take action partially “for SEO purposes” while still delivering incredibly valuable content. If Google ranks your content highly, users are happy with what they find after clicking your link, and your business benefits - where’s the harm? Google can’t algorithmically decipher your true intentions; they prioritize quality content over pure motives. Moreover, branding is intertwined with SEO (Google loves brands!). Exposure and increased reach are fundamental SEO objectives. All these elements are interconnected. Somehow “SEO” has become the villain, while “branding” remains acceptable. Regardless of the label, the goal is the same: attract attention to your business.

My prediction is that Google will penalize sites, not individual guest bloggers, and it’ll be the same low-quality sites that have faced repeated penalties. High-quality content, whether guest posts or not, will continue to rank well (and yes, links will remain important).