So next, let’s look at what Google has been trying to tell us over the years about what kind of content they’re looking for, so that you can create some that will both meet your goals and rank well.
Google's view
Google is committed to providing users with fast, useful, high-quality, and accurate information tailored to their query intent. Over the past decade, they have been very clear about this goal.
This one is a little old, but still applies today. The 2011 canada mobile database Panda update was designed to reduce low-quality and thin content in search results and replace it with useful and unique content. When I say unique, I mean not repetitive or repetitive. So, this update alone tells you that 9 years ago, Google wanted people to stop writing crap, but as an editor, I still see people pushing useless articles.
I always wonder, "Why????" It's a waste of time, money, and energy with no payoff. Why keep repeating a pattern that isn't working?
Questions to ask yourself before guest blogging:
Who benefits from your article?
Who wants to read it?
If the article is only for your benefit links, branding, etc., why would anyone want to post it?
What information will be unique and different from what Google already ranks?