A keyword can attract attention without attracting the right reader. That is one of the most important distinctions in guest posting.
A phrase might have impressive search volume, yet be completely unsuitable for the publication where your article will appear. Another phrase might receive fewer searches but describe exactly the problem that publication’s readers want to solve.
Choosing guest posting keywords requires more than finding popular terms. You need to connect three things: the reader’s question, the publisher’s subject matter, and the expertise your business can contribute.
When you move from research to publishing, Backlinkrs provides a Guest Post Marketplace for exploring publisher opportunities and Guest Posting Packages for organising multiple placements.
Its Guest Posting Service can support campaign coordination, while Content Writing can help turn a topic into an article. If the opportunity involves an existing article, a Niche Edit offers a different format from a new guest contribution.
Whichever route you choose, the keyword decision should begin with what readers need to understand.
What Keywords Should You Use in Guest Posting?
Use keywords that match the publisher’s audience, the article’s main subject, and the reader’s search intent. Choose a clear primary topic, support it with relevant related phrases, and use descriptive anchor text that accurately represents each linked page.
For example, a business offering email marketing software could contribute an article targeting how to improve email open rates to a marketing publication.
Supporting phrases might include:
- Email subject line examples.
- Email list segmentation.
- Email campaign testing.
- Measuring email engagement.
These phrases help develop the subject. They should appear where the explanation needs them, rather than being inserted to meet a repetition target.
Moz can help research candidate terms, but the final choice still requires editorial judgement.
Article Keywords and Anchor Text Serve Different Purposes
Before building a keyword list, separate the words that define the article from the words used in its links.
Article Keywords
Article keywords describe the subject you are covering.
An article about reviewing potential publishers might focus on how to evaluate guest posting sites. Related phrases could include publisher relevance, editorial quality, and guest posting website checklist.
These terms help you organise a coherent explanation.
Anchor Text
Anchor text is the clickable wording that leads to another page.
If your article references a downloadable checklist, publisher evaluation checklist could describe that destination. If it introduces a company, the company name may be the clearest anchor.
The article’s primary keyword does not have to become the anchor for a link to your service page. The wording should fit the destination and the surrounding sentence.
The Keyword Types Worth Considering
A Clear Primary Keyword
Choose a main phrase that describes the article’s central question.
Examples include:
- How to write a guest post pitch.
- How to choose guest posting websites.
- Guest blogging for small businesses.
- How to measure referral traffic.
Using one primary topic is a practical planning method. It helps prevent the article from drifting between unrelated subjects.
It is not a requirement that every article rank for only one phrase.
Related Keywords
Related keywords introduce the concepts needed to explain the main topic.
For how to write a guest post pitch, supporting concepts might include:
- Contributor guidelines.
- Article proposal.
- Editorial calendar.
- Guest post outline.
- Outreach follow-up.
These concepts deserve inclusion when they improve the article’s usefulness.
A list of synonyms alone does not create a complete explanation.
Specific Long-Tail Keywords
Long-tail keywords describe more specific searches.
Compare guest posting with how to find guest posting opportunities for a SaaS business.
The second phrase narrows the audience and the task. That specificity can make it easier to develop a distinctive article.
However, a longer phrase is not automatically easier to rank for. You still need to examine the competing pages and the search results.
Audience-Specific Keywords
The same broad subject can produce different articles for different readers.
| Publisher audience | Illustrative article keyword |
|---|---|
| Ecommerce store owners | How to write useful product buying guides |
| Marketing agencies | How to report guest posting campaign results |
| SaaS marketing teams | How to pitch guest articles to industry publications |
| Freelance writers | How to interpret contributor guidelines |
| Small business owners | How to choose a guest posting service |
These are topic examples, not verified search-volume recommendations. Research them before selecting a target.
How to Use Moz for Guest Posting Keyword Research
Moz’s Keyword Explorer guide describes a workflow built around seed terms, keyword suggestions, research metrics, and keyword lists.
For guest posting, you can use those capabilities to investigate topics before pitching them.
Start with a Reader’s Problem
Begin with a question your target audience actually faces.
For a marketing publication, your starting ideas might include:
- Finding relevant publishers.
- Writing outreach emails.
- Evaluating website quality.
- Measuring content performance.
Enter relevant seed terms into your research tool to explore how people express those needs.
Avoid starting with a commercial anchor and trying to construct an entire article around it.
Explore Keyword Suggestions
Review suggestions for phrases that clarify or narrow the subject.
A broad seed such as guest blogging might lead you to investigate pitching, contributor guidelines, publisher selection, or campaign measurement.
Treat the suggestions as possibilities. Some will suit your audience, while others will belong in a different article or publication.
Compare Demand and Competition
Search volume estimates can indicate potential demand. Difficulty estimates can provide context about competition.
Neither metric guarantees traffic or rankings.
For a guest article, consider both the research data and the publisher’s ability to cover the subject credibly. A promising keyword is less useful if the proposed article does not fit the publication.
Check Search Intent
Search intent describes what someone wants to accomplish with a query.
Someone searching what is guest posting probably needs an explanation. Someone searching guest posting service pricing may be comparing providers.
Moz’s search intent guide explains why understanding that purpose matters when choosing content.
Review the actual search results as well. Look at whether the prominent pages are tutorials, comparisons, service pages, or another format.
Use that evidence to decide whether your proposed guest article is an appropriate response.
Organise a Focused Shortlist
Create a shortlist rather than collecting hundreds of phrases without a plan.
For each candidate, record:
- The reader’s question.
- The intended publication.
- The proposed article angle.
- Related concepts to cover.
- A relevant destination resource, if a link is useful.
This turns keyword research into an editorial decision.
Where Should Keywords Appear?
Keywords should help identify the subject without making the article sound repetitive.
In the Title
Use a title that clearly describes what readers will learn.
How to Evaluate Guest Posting Websites Before Submitting an Article
This is more informative than a vague title such as The Ultimate Success Guide.
Near the Beginning
Introduce the main subject early and answer the central question promptly.
Readers should not have to move through several paragraphs of general observations before discovering what the article covers.
In Relevant Headings
Use headings to organise the explanation.
For an article about guest post pitches, headings could address choosing a topic, preparing an outline, and writing a follow-up.
They do not all need to repeat guest post pitch.
Throughout the Explanation
Use the terminology needed to explain the topic accurately.
There is no need to work toward an invented keyword-density percentage. Repetition should follow the meaning of the sentences.
Google’s helpful, reliable content guidance provides a useful standard: prioritise what benefits readers rather than constructing content primarily to manipulate search performance.
How to Choose Anchor Text for Guest Posts
Anchor text should tell readers what the destination offers.
| Anchor approach | Example | Appropriate use |
|---|---|---|
| Brand name | Backlinkrs | Introducing or referencing the business |
| Resource title | Guest Post Marketplace | Directing readers to that named resource |
| Descriptive phrase | Publisher evaluation checklist | Linking to a relevant checklist |
| Related phrase | Planning a guest blogging campaign | Linking to a guide about campaign planning |
Exact-match wording can be descriptive in context. The concern is how and why links are arranged, particularly when commercial phrases are repeatedly used to influence rankings.
Google’s link text best practices recommend clear, concise, relevant anchor text.
Moz’s anchor text analysis guide explains how Link Explorer can reveal phrases used to link to a website or its competitors. That information can support an audit, but it should not be treated as a formula for copying competitors or creating a supposedly safe anchor ratio.
Choose wording because it helps readers understand the link.
Keywords to Avoid Forcing into an Article
Unrelated High-Volume Terms
A popular phrase is not useful if it draws the article away from the publisher’s subject.
A contribution about ecommerce photography should not suddenly introduce cheap guest posting services merely to accommodate a backlink.
Repeated Sales Phrases
Phrases such as buy now, best service, or cheapest provider can make an informational contribution feel like an advertisement when repeated without context.
Use commercial language only where it serves the article’s purpose and meets the publisher’s requirements.
Awkward Exact-Match Phrases
Some search queries are grammatically incomplete.
You do not need to reproduce awkward wording throughout the article. Write naturally and explain the intended subject.
Terms That Promise Unsupported Outcomes
Avoid building a topic around guaranteed rankings, instant authority, or other results you cannot substantiate.
A clear explanation of what readers can do is stronger than an exaggerated promise about what will happen.
Paid Guest Posts Require Appropriate Link Treatment
Keyword selection does not make a paid backlink policy-compliant.
Google’s link spam policies address links created primarily to manipulate rankings, including certain paid and keyword-optimised link arrangements.
Its guidance on paid and sponsored links recommends rel="sponsored" for advertisements and paid placements, while also accepting nofollow for paid links.
Evaluate paid publishing opportunities for their audience, content value, and exposure. A carefully selected keyword does not guarantee a ranking benefit.
Frequently Asked Questions
What is the best keyword for a guest post?
The best choice is a phrase that matches the publisher’s audience and the article’s main question. There is no single keyword that works across every website or campaign.
How many keywords should a guest article target?
A practical approach is to choose one main topic and include the related concepts needed to explain it. There is no universal keyword count, and you should avoid adding phrases simply to reach a target.
Can Moz help find guest posting keywords?
Yes. Moz Keyword Explorer can support research through keyword suggestions, metrics, and keyword lists. Use those findings alongside audience research, publisher review, and examination of search results.
Should the primary keyword also be the backlink anchor?
Only when it accurately describes the destination and fits naturally. A brand name, resource title, or descriptive phrase may be more useful. Avoid forcing commercial anchors into unrelated sentences.
Should I target low-volume keywords in guest posting?
They can be worth considering when they describe a relevant, specific need. Lower volume alone does not establish low competition or business value. Assess intent, audience fit, and the usefulness of the proposed article.
Final Thoughts
A strong guest posting keyword is a clue to what a reader needs.
Moz can help you investigate that clue through suggestions and research data. The publisher’s audience and your editorial judgement determine what to do with it.
Choose a clear question, develop an article that answers it, and use links that offer a relevant next step.
That approach gives your keyword a purpose beyond appearing on the page.