If you receive guest posts for the purpose of positioning yourself in SEO, Google could reduce your efforts. Google stated that it has been devaluing the links they publish as guests for years to reduce the ranking. In addition, there have been several reports of unnatural sanctions for link building. Not all sites include referral URLs in guest posts; some allow publishing, but add the “nofollow” tag.
For this reason, Google's link policy prohibits the buying and selling of links, the excessive exchange of links, and marketing campaigns for large scale articles or guest posts with keyword-rich anchor text links. He also said that Google has years of data to train algorithms that detect and devalue links to guest posts, so that they don't help a site rank better. So the big question now is “what effect does all this have on SEO, guest posts and backlink strategy?” Companies can also produce high-quality guest posts that solve problems faced by target audiences on other sites in order to increase their authority and brand awareness. John Mueller, from Google, said that the reason posting links as a guest is problematic for Google is that it generates unnatural links.
Guest posting will continue to be a valuable method for demonstrating authority and reaching new audiences, but due to the new UGC link attribute, it won't be a good way to improve your search rankings directly. John Mueller, from Google, stated on Twitter that Google not only disapproves the publication of links by guests, but has been devaluing them for the past few years. Company representatives, including senior analyst John Mueller, have always been very open about the use of guest posts. Website owners and some SEOs have begun to panic after reports that Google has begun to impose sanctions on websites that publish posts as guests.