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by Stephen Logan on 5th October 2010
Online companies that use guest blogs as part of their SEO efforts should make sure they have editorial oversight on the content.
According to Search Engine Watch columnist Eric Enge, guest blogging as a link building strategy "has some legs", but not when a low-quality and irrelevant article is created.
"You don't want to let that stuff get created in a vacuum, because it will represent your brand," he stated.
"People may … form their impressions of your business based on that [content]."
Mr Enge added that even small businesses have an image to protect and that can be easily damaged by the wrong sort of publicity on the internet.
Last week, Bas van den Beld, another Search Engine Watch commentator, explained that reusing old blog posts which are relevant to recent events in the news can help to improve a company's position in search engine rankings.
He said that if the correct SEO techniques are applied, it may be possible to get the article into Google News.