Tuesday, May 29, 2012

Guest Blogging Versus Other Methods For Getting Traffic To Your Resume Writing Business Website

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After writing last week's series about guest blogging, I got even MORE emails from resume writers wanting to know more about guest blogging. In today's blog post, I'll answer one common theme:

"How does guest blogging stack up against other methods to get visitors (traffic) to my resume writing business website?"

Guest Blogging versus Pay-Per-Click Advertising
Many resume writers are familiar with "paying" for traffic (visitors) to their website, using pay-per-click (PPC) advertising -- like using Google's AdWords or Facebook ads or similar services.

Guest blogging usually precedes PPC. They aren't mutually exclusive. Most resume writers use blogging to drive "free" traffic to their resume writing business website, while PPC ads are "paid" traffic.

In order to succeed in paid advertising, you need to have a very streamlined conversion funnel. (It needs to be clear how prospects can become resume clients; otherwise, you're driving visitors to your site, but not turning them into clients.) In other words, you need to know that for every $1 you spend on PPC, you're earning $1.20 or more back from the lifetime value of that customer -- even if you lose money for the first few weeks or months. Otherwise, paid advertising can quickly consume a lot of your money.

Most guest blog posts won't get you as much traffic as PPC. It won't be as consistent either. (You'll likely get an initial surge of traffic, and then it will fall off.) However, the traffic you'll get will be targeted and -- most important, it's free.

One great strategy is to use guest blog posting to fine-tune your funnel and make sure you can convert before you move onto paid traffic methods.

Guest Blogging versus Article Marketing
This is one of those rare cases where there's a clear winner. There's just no question about it: guest blogging beats article marketing, hands down.

Guest blogging can get you on some of the top blogs in the industry. It'll help build your reputation and send real people to your site. As I mentioned in my "Using Content to Capture New Career Clients," the advantage of guest blogging is "Go where the people are." If you guest post on a popular blog, you're going where the people are (and you know what kind of people they are!). Article directory sites can draw a lot of traffic, but it's not targeted traffic. (And even when your articles are reposted, they're not always on related sites. I've found my careers-oriented articles posted on all kinds of irrelevant blogs.)

Article marketing will get you into article directories and perhaps a few small, low-authority fringe sites.

Guest blogging will help you build massive PageRank, while article marketing won't do much for your PageRank at all.

If you're going to go through the trouble of writing articles, you might as well do it right and go the guest blogging route.

Guest Blogging versus SEO
Should you focus your attention on SEO or on guest blogging? The best answer is to make guest blogging part of your SEO strategy.

It's true that guest blogging may not be the fastest way to build backlinks. However, the guest blog post you write will bring in real traffic, while the links you generate purely for SEO probably won't bring you much traffic at all.

This real traffic could result in both sales and additional backlinks. Furthermore, people often underestimate Google's ability to figure out what a real backlink is.

In short, you don't have to make guest blog posting your exclusive tactic. Use it as part of your SEO strategy to bring in real visitors to your resume writing business website.


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  3. I actually enjoyed reading through this posting.Many thanks.