Archive for September 29th, 2011

29
Sep
11

Off-site Content–good, bad, or ugly?

Seriously. It's right under the picture of Lady Ga-Ga chihuahua.

Publishing off-site content is one of the most frequently mentioned SEO tricks.  Of all the ways to gather topical, relevant backlinks, off-site content has a lot going for it—you can have control of substance, link text, and to some degree, placement.

Or not. Depending on the content publisher.

Still, it’s totally worth it, right?

Right?

We’ve mentioned the strategy a few times before (here’s one in case you’ve forgotten 10 Step SEO # 6: External links (part b).

Let’s review, shall we?

A quick list of some possible off-site publication tactics:

  • press releases
  • articles
  • guest posts in blogs
  • customized content in aggregators (like Squidoo)
  • online community participation
  • forums
  • wikis
  • news groups
  • blog comments
  • social networking

All-in-all, we’d have to say that off-site content can be a very useful tool, particularly in long-term SEO campaigns. Still, there’s some things you should consider.

  1. Are links in the published content “no-follow”?
  2. How long will the content stay up?
  3. Does the content publisher allow other sites to duplicate their content?
  4. Does the publisher allow contextual links? Or just a link or two in the bio/attribution blurb?
  5. Do they publish other articles or content on the same general topic as yours?
  6. How long has the publication site been active?
  7. Do their internal pages have any PageRank?
  8. If it’s a blog or forum, do they archive?

And perhaps the biggest question we always ask our clients and ourselves:

Is off-site publication the best use of this content?

Because if you’re writing 300 word articles just to gain a link or two on a no-PR page, that stuff might do more for you as a new page of content on your own site. Think about it.