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I'd want to start by providing some unique research on the marketing benefits of guest writing.

Twenty of the most renowned SEO professionals from across the world contributed to the study. These individuals include Rand Fishkin, Mark Preston, Alexandra Tachalova, Lukasz Zelezny, Julia McCoy, and many more. You can go ahead and buy backlinks cheap at rankersparadise.com.

It was successful because I collected information from 379 guest articles, a large enough sample to provide reliable findings and reveal interesting patterns.

When searching for "return on investment of guest blogging," this article is currently at the top.

The second reason is that I created this article in the hopes of garnering backlinks and social shares from the professionals who took part in my poll.

In addition, such method was effective as well. Among the 245 referring links I tallied, 100 came from different domain names, and the 102 IP addresses all pointed back to the original study.

I made this study on the value of guest writing because...

Your SEO experience would not be complete without having written a few guest articles. Backlinks from them are well-known to be effective.


Actually, my research indicates that this is not the case.

But nevertheless, SEOs encourage guest posting as a means to get backlinks (at least according to Google).

The greatest alternative to spending money on buying backlinks or conducting a costly digital public relations effort is to become a guest blogger. You provide articles to major websites in return for a backlink to your own content.


To answer your question, you do really have a new connection. Sure. The execution here is superb. Here's the catch, though:

So, how do you take this to a larger scale?

This is where survey research that hasn't been published before may be useful. True original facts and statistics usually get the most connections. A common problem is that they are not kept current. Also, the volunteers will likely spread the word about your study.

This indicates that postings with statistics or original data are the most likely to get links.

Let's go into the issue at hand.

  1. Links to original data postings are more common than those to repurposed ones

As long as the data exposes anything of value, every original data article will get a large number of inbound connections. Take a look at this article from Hubspot, the go-to narrative platform, for some unique data and 136 links:

The reason for this is because it is common practice for bloggers, guest bloggers, and journalists to reference data from these blogs inside their own blog articles.

Two, the people who took the survey are likely to pass along your findings.

Take this article on referral traffic by Link Building Expert Alexandra Tachalova from Moz as an example.

My return on investment from writing guest blog articles is one of several data and links to the source provided by the guest blogger.

I knew that some of the SEO guest bloggers who responded to my poll would have linked back to my study since I had carefully selected them based on their track records of writing for prominent marketing magazines.

You can see the return on investment for my guest writing in this very article on Moz.

One of the best SEO specialists who participated in my poll, Alexandra Tachalova, was aware of the origin of the data and included a link to it.

Popular SEO figures also have sizable online followings; for instance, Rand Fishkin has 400k Twitter followers and over 100k on LinkedIn.

After patiently answering my research inquiries, he even posted the results of my investigation on Twitter and LinkedIn.

Third, updates to data and academic papers are rare.

Few people regularly update the data on their personal profiles. Among the most typical mistakes they make is removing outdated phone numbers from a website without replacing them.

The problem arises when references and citations are lost when numbers are removed.

Another problem is that, in a field as dynamic as search engine optimization and weblog writing, statistics quickly become outdated and are no longer linked to.

If you conduct a survey in 2021 to determine "the status of...", the results will be outdated by 2022, and you will have to conduct a brand-new poll to get up-to-date information.

For instance, Andy Crestodina has created a blogging survey for Orbit Media for the last seven years in a row (2020 will be number eight):

Because nobody cares about information that is more than a year old.

My Actions

I think you can probably guess where I'm headed with this. Regardless, if this isn't the case, you need not worry. Here, I'll explain the whole process in detail.

My approach was as follows:

What I did to find a winning topic

I was the one who conceived up the survey's objectives and questions.

Here's how I figured out how likely it is that authorities will respond:

Create a narrative out of the data.

  1. Identifying a Great Subject

I wanted to discuss guest blogging since, in all candor, I have had little success in the field over the last five years despite contributing to a wide variety of websites in this capacity.

Because I was having so much trouble grasping the worth of guest writing, I decided to look into the topic.

I put in a lot of time and effort writing for sites like SearchEngineLand.com, Smartinsights.com, SEMrush.com, SearchEnginewatch.com, and Crazyegg.com, but I didn't gain any new clients, any speaking engagements, or any other benefits from my guest blogging efforts.

That's when I started to wonder, "Am I doing anything wrong?" I was wondering whether my buddy Mark Preston got anything out of his Moz article, so I sent him a note on LinkedIn.

Then I've messaged other SEOs to inquire as to the motivations for and benefits of contributing to such massive sites.

From these email conversations, I gleaned a wealth of fresh insights and more issues to investigate.

Let me know if you see anything wrong with my thinking!

How come these professionals keep giving away their work?

Do guest posts include anything else that I haven't heard of?

Do you think it's true that guest posting doesn't result in any new visitors?

In the end, I resorted to asking Google, of course:

According to Google, there are a few upsides to guest blogging:

The path to becoming an established figurehead

Talk to other powerful people

Construct a network of support

In all honesty, I was underwhelmed with the response, and it didn't seem that my time or energy had paid off right away.

I've chosen to interview several guest bloggers to learn their "secrets" to successful guest blogging.

Now, I simply had to worry about two things:

where to get the information I can use to make choices.

how to get professionals to take time out of their day to provide quantitative responses.

As a second step, I drafted a survey.

I needed to know exactly what I wanted to accomplish before I went to any professional for help. The question I wanted to ask is... How did I know what questions to ask to get to the bottom of the situation?

This is the standard procedure that researchers, college students, and scientists use while formulating questions in order to think of everything. The method's scientific nature is one of the reasons I like using it. Having used it before while pursuing my Master of Science in Digital Marketing, I resorted to it once again for this study.

First, I considered the end goal, which is essential in every scientific endeavor.

In other words, what am I hoping to accomplish, and what will I do with that information once I get it?

With that in mind, I set out to verify some of the most widely held beliefs regarding guest posting:

Can I expect referral traffic from guest blogging?

Can you earn a living off of guest blogging?

Could there be a better way to increase backlinks?

In the end, this was what I wanted to learn.

The next step was to guarantee that the SEO specialists would answer my inquiries.

Third, I've pinpointed the probability that knowledgeable people will respond.

I didn't have a huge online presence or much of a reputation in the SEO industry, but I did manage to reach out to a few prominent people across the globe and get them to spend 15 minutes answering my survey questions.

Where did I go wrong?

How did I get people to not only open my cold outreach email, but also express gratitude that they were included in my endeavor?

I've used the Authority principle, one of the six mainstays of persuasive discourse.

Since Rand Fishkin (former CEO of Moz and Founder of SparkToro) is so well-known in the SEO industry, I have highlighted our relationship in every single cold outreach email I have sent to a specialist so far.

Therefore, I have contacted Rand; here is the brief and to-the-point email I wrote him:

The entire project had Rand's undivided attention:

Obviously, I wanted to make sure Rand was aware of what I was doing and that I wasn't just using his name to drum up interest, so I asked if he wanted to say we work in cooperation for this study.

After all, Rand cares about the outcomes because the problem affects many of his readers and because solving it is a fantastic way to improve digital marketing in general.

Having done so, I was free to approach additional experts and get answers to my queries, which Rand could then magnify and distribute with his massive network.

There were no losers in this exchange.

I'd benefit from obtaining the information I need, Rand Fishkin would benefit from having something worth sharing, and other SEO professionals would benefit from my mentioning, praising, and linking back to them.

My plan was a huge success; I received responses from 20 industry leaders, including Alexandra Tachalova (former global Marketing director of SEMRush and now founder of Digital Olympus), Julia McCoy (Content Exert), Anders Hjorth, Kelsey Reaves, Mark Preston (Head of Digital at Hakin Group), Ryan Robinson (extremely successful blogger), Manish Dudharejia (President & Founder, E2M Solutions), and many more

Fourth, give the figures a human face by telling a tale

I had collected enough information from a wide variety of leading expert replies to provide me the answers I sought.

Still, a purely numerical presentation would make for a dull piece. No, I didn't want to go to making graphs in Excel and posting them for everyone to see.

I thought it would be interesting to take readers along for the ride and explain why I chose to write about guest posting ROI and what I've learnt along the way.

In the same way that a blog post may attract readers, the addition of a compelling narrative to accompany certain figures and statistics can do the same.

So far, I have resorted to the following:

The story's protagonist, me, has been introduced. What a battle it was just to be authorized for benefits. This facilitated communication between individuals.

To continue, I've introduced the antagonist here: the total lack of referral traffic, which is an issue for any guest writer. Both shock and dissatisfaction were generated, both of which were universally understood.

I may get more clicks from a LinkedIn post than from an article on Searchengineland.com.

Then I turned my attention to the story's protagonist, the merits of guest blogging. Professionals nevertheless recognized the method's worth, which is why it is used so often.

I detailed all the advantages that professionals were seeing from guest writing, which caused me to reconsider my position.

The Outcomes

The overall response rate was 68.9 percent, with 20 replies out of around 49 outreach emails sent to the experts and 29 people choosing to ignore me. One hundred and two different IP addresses linked back to my site.

There were 59 social media shares, over 5,000 pageviews, 38 comments on LinkedIn, and 23 tweets.

The number is fine, of course, but how is the quality?

The person most responsible for this turning out like it has responded (Rand Fishkin). With his help, I was able to pull off the authoritative performance that prompted the rest of the group to join in.

Additional gains were realized when we reached out to subject matter experts:

One SEO specialist even referenced my piece on the very useful Moz blog.

This Moz connection led me to additional resources and professionals whom I did not consult.

An additional expert's social media promotion of it inspired further dissemination.

Where do you stand on the topic of domain authority share?

A Measure of Trustworthyness for a Domain

Only one domain had a trustworthiness of 91 or higher, while five others were in the 81–90 range. There were 5 people aged 71–80, with the bulk aged 11–20.

This data suggests that the websites, like Moz, get a lot of visitors, which bodes well for the overall quality of the results.

Are there ways I can improve these figures?

However successful the campaign was, some may question the significance of my 20 survey responses.

While it may be true for a scientific, large-scale research, I found it very challenging, and many of the individuals I contacted either didn't respond or demanded for payment before they did.

But there are two ways we very surely could have increased my response rate.

A larger sample size is necessary.

Sending a cold email may be effective if the recipient is really interested in your offer, which is often financial or publicity-related. Although I had the financial resources to hire staff members, I benefited from the backing of a prominent SEO specialist who helped me get visibility.

I spent weeks collecting the data, so exchanging hundreds of emails with each other wasn't exactly riveting.

However, I am very pleased with this result since I have done almost no link outreach and have instead focused only on data gathering outreach.

Repeatedly follow up with the recipient

According to a survey of over 600,000 outreach emails conducted by Authority Hacker, sending three follow-up emails at least quadrupled their outcomes. On the other hand, we refrained from using automatic follow-ups so as not to disturb anybody.

We simply did this campaign to see how our method would perform, so we understand if most link builders think we're nuts. The accumulation of a large number of linkages was not the objective. Because of this, we only followed up with those who said they would connect to us but hadn't done so after two weeks.

If we had followed Authority Hacker's recommendation and issued three follow-ups, our data gathering rate would have been at least 90%.