Dealing with guest authors and guest bloggers

Never publish a guest blog without careful consideration: the added value usually lies with the contributor, while the risks lie with you as the publisher. Request compensation, formalize the agreements in a guest blogging agreement, and regulate copyright, liability, and the duration of any links. A guest blog may contain inaccuracies that damage your reputation, and a link to the contributor's site can be perceived as implied endorsement. Below, you can read what to look out for.

What is a guest blog and why do people ask for them?

With a guest blog, an external writer provides an article that you publish on your website—often for free. Usually, a brand name appears in the text or a link to an external website. In theory, both parties benefit: you receive free content, and the contributor increases the authority of their website and their position in search engines. After all, search engines take the number and quality of incoming links into account.

The latter is precisely why guest blogging requests come in so often: for the submitter, the link is the real goal.

What risks do you run if you publish a guest blog?

The added value is usually greater for the sender, while the risks lie with you:

• Inaccuracies and reputational damage: a guest blog may contain errors or falsehoods that appear on your website and are therefore attributed to you.
• Implicit endorsement: a link to the submitter can be interpreted as a recommendation of their products or services — not always desirable.
• Liability: regarding sensitive topics such as crypto or online gambling, you, as the publishing party, may be held liable for misleading or unlawful content.
• SEO risk: paid or exchanged links that are not correctly marked as sponsored can actually have a negative effect according to search engine guidelines.

Charge a fee — the link has value

What many website owners do not realize: the link in a guest blog represents a financial value. Some parties even get paid to secure links to a target website. You are therefore free to charge a fee yourself for publishing a guest blog. After all, you provide space, reach, and authority.

What should be included in a guest blogging agreement?

Record the agreements in a contract. Include at least the following provisions:

• Copyright: who holds the copyright and may you modify or remove the text?
• Liability: the submitter guarantees accuracy and indemnifies you against claims; clearly establish liability
• Remuneration: amount and payment terms.
• Link duration: how long does the link remain active, and what happens if the external website goes offline?
• Submission and quality: format, size, and content requirements.
• Markup: agreements to mark the link in accordance with search engine guidelines (for example, as sponsored).

Frequently asked questions about guest blogs

Am I liable for the content of a guest blog?

If the content is on your website, you may be held liable for incorrect, misleading, or unlawful statements. An indemnity clause in the agreement limits your risk but does not eliminate it entirely — therefore, always assess for yourself whether you wish to publish the content.

Can I delete or edit a guest blog later?

That depends on the agreements. Agree that you may modify or remove the text and the link, for example, if the content becomes outdated or no longer fits your brand. Without such an agreement, disputes may arise.

Is a verbal agreement with a guest author sufficient?

Legally, a verbal agreement is binding, but with guest blogs, it is precisely about proof and clarity regarding rights, liability, and the duration of links. A written agreement prevents future disputes.

Have a guest blogging agreement drafted

Would you like to benefit from guest blogging without exposing your website to unnecessary risks? The legal experts at MKB Juristen draft a guest blogging agreement that protects your rights and interests. View our expertise in contract law or schedule a no-obligation consultation.