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In the world of digital marketing, guest posting is one of the most effective strategies to increase website traffic, improve SEO, and build relationships within your industry. However, there are several nuances to guest posting that need to be understood for optimal execution. One such term that frequently arises in discussions about guest posting is TAT, or Turnaround Time.
Turnaround time (TAT) in guest posting refers to the time it takes from the submission of a guest post to its actual publication on the host website. While this might sound straightforward, TAT can significantly affect various aspects of a guest posting campaign, from the quality of the content to the relationship between the guest poster and the host site.
In this article, we will explore TAT in guest posting in great detail, including what it is, why it matters, the factors influencing it, and how you can effectively manage TAT to make your guest posting campaigns more successful. We will also examine the impact of TAT on SEO, relationships with blog owners, and the overall guest posting strategy.
1. What is TAT in Guest Posting?
Definition of TAT:
TAT, or Turnaround Time, in the context of guest posting refers to the period between the time when the guest post is submitted by the writer or content creator and when it is finally published on the host website. This timeline can vary depending on multiple factors, including the editorial process of the host site, the quality of the submission, the schedule of the website’s content, and the approval process.
For example, if you submit a guest post to a website on January 1st, and it gets published on January 10th, the TAT would be 9 days.
Why TAT is Important:
TAT is essential because it helps set expectations for both the guest blogger and the host site. An efficient TAT means that both parties can plan their next steps accordingly, whether it's preparing for a follow-up article or using the backlinks for SEO purposes. A slow TAT, on the other hand, can cause frustration, delay benefits like backlinks, and impact the overall success of the campaign.
2. The Factors Affecting TAT in Guest Posting
Several factors influence the TAT in a guest posting campaign. Understanding these factors can help you optimize your guest posting strategy and improve the efficiency of the entire process.
a. Quality of the Content
The quality of the content you submit plays a crucial role in determining the TAT. High-quality, well-researched, and original content is likely to be approved quickly, while poor-quality submissions may take longer to review, revise, and publish. Content that requires a lot of back-and-forth communication between the guest writer and the host site will naturally take longer to publish.
b. Editorial Guidelines of the Host Site
Every website has its own set of editorial guidelines, which could include specific instructions on word count, writing style, formatting, and keyword usage. If you fail to adhere to these guidelines, the host site may request revisions, thereby extending the TAT. It’s crucial to review these guidelines carefully before submitting your guest post to ensure that it aligns with the host's requirements.
c. Website’s Content Schedule and Backlog
The editorial schedule of the website where you are submitting your guest post can also affect the TAT. Some websites have a backlog of content and may only publish guest posts on certain days or at specific times. Additionally, websites with a high volume of content submissions might prioritize posts from regular contributors or paid guest posters over new ones, which can also delay the TAT.
d. The Host Site’s Editorial Process
Different websites have varying levels of editorial involvement. Some websites have a single editor who handles everything from content review to publication, while others may have a larger editorial team, each with a distinct role in the review and approval process. A more complex editorial process will generally result in a longer TAT.
e. Communication Between Guest Blogger and Host Site
Effective and timely communication between the guest blogger and the host site is essential to ensure a smooth TAT. If there are delays in responding to emails, or if the guest post requires multiple revisions, it can slow down the process. Establishing clear communication channels and expectations before submitting the content can significantly improve TAT.
f. Niche and Website Popularity
The niche and popularity of the website also influence TAT. Websites in highly competitive niches may receive a large number of guest post submissions, leading to longer wait times for publication. Similarly, popular websites with high traffic might have a more structured editorial process, which can also affect the TAT.
g. Paid vs. Organic Guest Posting
Paid guest posts often have a faster TAT compared to organic submissions. When paying for a guest post, there is a mutual understanding that the post will be published within a certain timeframe, typically agreed upon in advance. Organic submissions, on the other hand, may be subject to a more flexible TAT depending on the website’s editorial process.
3. The Impact of TAT on SEO
One of the primary reasons businesses engage in guest posting is to improve their SEO by acquiring high-quality backlinks. The timing of when a guest post is published can have significant implications for SEO.
a. Delayed Backlink Benefits
The longer the TAT, the later you’ll receive the benefits of the backlink. Backlinks are one of the most important factors in improving domain authority, which can boost rankings in search engine results pages (SERPs). A delayed guest post publication means delayed backlink benefits, which could impact your SEO strategy if you are relying on that specific link for keyword ranking improvements.
b. Increased Exposure Through Timely Publication
Publishing a guest post quickly increases its potential to drive traffic and improve SEO. A timely guest post can benefit from being indexed by search engines sooner, thereby helping to bring more visitors to your site. Quick publication also maximizes the value of the backlinks, particularly if you are targeting time-sensitive keywords or trends.
4. Managing TAT in Guest Posting
Managing TAT is essential for running a successful guest posting campaign. By effectively managing the TAT, you can ensure that your content is published on time and that your SEO strategy stays on track. Here are some tips for managing TAT:
a. Set Clear Expectations with the Host Site
Before submitting a guest post, ensure that you have a clear agreement regarding the TAT. Some websites may provide a specific timeline, while others may be more flexible. Agreeing on a timeline helps both parties understand what to expect.
b. Quality Control at Submission
Submit high-quality content that adheres to the host site’s guidelines. This will reduce the chances of delays due to revisions and improve the chances of quicker approval and publication. Ensure your content is free from spelling and grammatical errors, and that it aligns with the site’s audience and tone.
c. Follow Up Politely
If your guest post has been pending for a long time, follow up with the host site politely. In many cases, content may be delayed simply due to a backlog, and a gentle reminder can help push your content to the top of the review list.
d. Consider Paid Guest Posting
If you need a faster TAT and are willing to invest in paid guest posts, many websites offer expedited publishing for paid submissions. This approach is beneficial for businesses looking to see quick SEO results.
e. Build Relationships with Host Websites
Developing a strong relationship with host websites can result in faster approval and publication times for future guest posts. When you consistently provide high-quality content, editors are more likely to prioritize your posts over others.
5. TAT and Relationship Management in Guest Posting
Beyond SEO and content strategy, managing TAT in guest posting is crucial for building strong, long-term relationships with other bloggers, website owners, and influencers in your niche.
a. Trust and Credibility
Timely publication of a guest post shows professionalism and respect for the host site’s editorial process. If you consistently follow up and communicate well about timelines, you will build trust with the host website, making future collaborations easier and faster.
b. Building a Network
Guest posting is not just about backlinks but also about establishing a network within your industry. A smooth and timely guest posting process will increase the chances of receiving future guest posting opportunities or even partnerships, enhancing your online presence.
Conclusion
TAT in guest posting is a vital element of the guest blogging process that impacts everything from SEO to relationships with host sites. By understanding the factors that influence TAT and taking proactive steps to manage it, guest bloggers can improve the efficiency and effectiveness of their campaigns. Whether you're working with paid or organic guest post opportunities, setting clear expectations, adhering to editorial guidelines, and maintaining good communication are essential strategies to ensure that your guest posts are published in a timely manner, ultimately benefiting your SEO efforts and building valuable connections in your niche.
By focusing on reducing delays and optimizing TAT, businesses and marketers can harness the full potential of guest posting for increasing visibility, generating high-quality backlinks, and strengthening their overall SEO performance.
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