Backlink building • Guest blogging

Guest Blogging for UK Schools: Quality, Safety, E-E-A-T & Measurable Impact

Published by SEO for Schools • Author: Paul Delaney

Guest blogging can raise visibility and trust—if it helps real readers and follows Google’s rules. This end-to-end system shows UK schools and MATs how to:

Pick high-quality sites that parents, carers, partners and local media actually read.

Protect safeguarding, GDPR and brand reputation at every step.

Use the right link attribute (rel="sponsored", nofollow, or follow) and disclose correctly.

Pitch useful article ideas, write quickly in plain English, and agree edits.

Measure outcomes with GA4 and Google Search Console (GSC)—not just “link counts”.

Official guidance: Google Search Essentials • Google Link spam policies • Google Qualify outbound links • ICO UK GDPR • ASA/CAP Disclosure rules.

Quality vs risky tactics (what Google encourages/discourages)

What “good” looks like

Useful, original content that helps a real audience (e.g., “Helping parents read the new Ofsted report” on a local PTA federation site).

Clear author identity (DSL/Head/Admissions lead): adds experience and accountability.

Natural links: a single descriptive link to your related hub (Admissions, Term Dates, Absence, SEND).

Disclosure where needed (sponsored content labelled, rel attributes used correctly).

Discouraged / risky

Buying posts on random sites or PBNs; “DA 50 for £50” lists.

Exact-match anchor stuffing (e.g., repeating “best secondary school in [town]”).

Mass-produced AI content, spun articles, or duplicating LA/GOV. UK text.

Affiliate or advertorial content without disclosure (ASA/CAP require clarity).

Where to guest post (priority targets)

High-fit audiences

Type	Examples	Angle
Local education ecosystem	PTA federations, local trusts, safeguarding partnerships	Admissions timelines, attendance tips, uniform support
Local authority & community	Council youth pages, libraries, family hubs	Family support, SEND signposting, exam prep events
HE & FE partners	Universities/colleges outreach blogs	Transition to sixth form, STEM events, careers
Charities & NGOs	Reading charities, sport foundations	Impact stories, co-branded events, volunteering
Local media	Newspapers, community radio, hyperlocal sites	Results days, festivals, open evening coverage

How to find them fast

Search operators: site:.gov.uk "families" [town] • site:.ac.uk "schools outreach".

LinkedIn: filter by “Comms Officer”, “Family Hub”, “Community Engagement”.

Existing partners: suppliers, charities, alumni—ask for a profile/interview slot.

Evaluate a site in 5 minutes (E-E-A-T signals)

Signal	What to check	Pass/Fail notes
Experience/Expertise	Named authors, bios, consistent topics	Fail if anonymous or off-topic
Authority	About page, non-spam outbound links, no casino/loan niches	Fail if mixed with spam categories
Trust	HTTPS, address, contact, privacy policy	Fail if no contact details
Indexability	Key pages appear in Google (site: search)	Fail if nothing indexed
Audience fit	Parents, carers, educators, community	Fail if irrelevant to schools

Safeguarding, GDPR & brand safety

Content rules (simple)

No identifiable pupil data/photos without explicit, documented consent.

Use generic inboxes (e.g., admissions@), not staff personal emails.

Do not publish addresses of vulnerable settings; follow your safeguarding policy.

Include date/author/role for accountability.

Process rules

Log every placement (site, URL, contact, date, link attribute, expiry/review).

Use a short contributor agreement: accuracy, disclosure, rights to remove/update.

If data is collected, route to your site and privacy notice.

Link attributes & disclosure

Scenario	Attribute	User-facing disclosure	Notes
Paid sponsorship	`rel="sponsored"`	“Sponsored by [School/Trust]”	ASA/CAP require clear labelling.
Editorial but host won’t fully vouch	`rel="nofollow"`	None required	Safer where editorial standards are unknown.
Genuine editorial citation	Follow (no attribute)	None	Use sparingly; one contextual link to a relevant hub.

Guidance: Google Qualify outbound links • ASA/CAP Recognising ads.

Outreach & pitching (templates)

Find the right contact

Comms/Editor/Engagement Officer on the site or LinkedIn.

Check editorial guidelines; mirror their tone and word count.

Offer three headline ideas aligned to their audience.

Short pitch email (copy/paste)

Subject: Useful article for [SITE]: helping [local parents/carers] with [topic]Hi [Name],I’m [Role] at [School/MAT] in [Town]. We’ve been helping families with [topic]and thought your readers would value a clear, plain-English guide.Proposed headlines:• Admissions timelines: dates and steps for [Town] families• Term dates & INSET: how to plan [YEAR/YEAR+1]• Reporting pupil absence: simple routes and who to contactHappy to provide original copy (800–1,000 words), named author, and usefullinks to official sources. We’ll keep it non-promotional and easy to scan.Would any of these work for [SITE]?Thanks,[Name], [Role] • [School/MAT] • [Generic inbox]

Writing & approval workflow

Plain-English article structure

Headline that states the task (“Admissions: dates and steps for Year 7”).

Two-sentence intro: who this is for + what they’ll get.

Sectioned steps with “what to do” first. Use on-page tables for dates.

One contextual link back to your hub; link official sources too.

End with a clear, non-pushy action (read more; contact the office).

Approval & safeguarding

Editor review → DSL check if any safeguarding content.

Record source links; keep a copy of the final text and images.

Agree link attribute and disclosure in writing before publication.

Publishing, UTM tracking & amplification

Step	Action	Why
UTM link	Add `?utm_source=[site]&utm_medium=referral&utm_campaign=guest`	Track referral traffic in GA4
Internal links	From your homepage/news to the host page for 2–4 weeks	Send readers; encourage discovery
Social	Share and tag the host; recycle once per term	Reach local audiences again
Archive	Save PDF/HTML version and screenshots; log expiry date	For audits and renewals

Measuring impact (GA4/GSC) + sensible targets

What to measure

Referral sessions (GA4 Acquisition → Traffic acquisition; filter by source).

Branded queries (GSC → “Performance” → Query contains school name/town).

Target hub CTR (Admissions/Term Dates/Absence) vs matched period.

Assisted conversions if you track enquiries/visits.

Baseline targets

KPI	Target	Window
Referral visits	≥ 50 in 30 days (per high-fit placement)	30 days
Hub CTR uplift	+1–3 percentage points vs last matched season	4–8 weeks
Brand searches	Up YoY during peak season	Seasonal

Governance for MATs (registers, clauses, renewals)

Control	Policy	Owner	Cadence
Placement register	URL, site, contact, date, link attribute, expiry/review	Comms/SEO	Ongoing
Contributor agreement	Accuracy, disclosure, right to remove/update within 5 days	Legal/Comms	Per placement
Safeguarding review	DSL sign-off where content relates to pupils/photos	DSL	Pre-publish
Quarterly audit	Broken links removed, attributes checked, updates requested	SEO	Quarterly

Print-screen scorecards & checklists

Guest Site Evaluation — 12 Checks

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Audience fit (parents/educators/community).

Named authors + About page.

HTTPS, contact, privacy policy.

Indexable (site: search shows posts).

No spam niches (casino/loans/crypto).

Editorial standards (dates, sources).

Safeguarding compatible.

Disclosure policy visible.

Traffic potential (social/email reach).

Placement longevity (URLs tend to persist).

Contactable editor/owner.

Link attribute agreed in writing.

Pitch → Publish — 10 Steps

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Find the editor and guidelines.

Offer 3 headlines; confirm audience and word count.

Agree link attribute & disclosure.

Draft in plain English; add official sources.

Internal review + DSL sign-off if needed.

Submit with author bio and image credits.

Publish with UTM link.

Share on social; thank the host.

Measure GA4/GSC; report CTR/brand query lift.

FAQs

Do guest posts directly improve rankings?

No. Google rewards helpful pages and natural links. Use guest posts to reach relevant readers and to earn trust-building citations. Focus on traffic and CTR uplift, not “link counts”. See Search Essentials.

How many links should we include in a guest article?

Usually one contextual link back to a relevant hub (e.g., Admissions). Add official sources too (LA/GOV. UK). Avoid link lists or exact-match anchors.

When must we use rel="sponsored"?

When money, goods or services are exchanged for the placement. Also make a clear on-page disclosure for users (ASA/CAP).

What if the host won’t add any rel attribute?

If it’s a genuine editorial piece and they fully vouch for it, follow may be fine. If you’re unsure, ask for nofollow or sponsored. Document the decision in your register.

Can we reuse the same article on our site?

Prefer a summary or different angle to avoid duplication. Link between them for clarity.

Are photos allowed?

Only with explicit, recorded consent and in line with safeguarding policy. Avoid identifying details for pupils. Credit images.

How long should a guest article be?

600–1,000 words is usually enough. Use headings, short paragraphs and a table for key dates.

What should the author bio say?

Name, role, school/MAT, one sentence of expertise, and a link to the relevant hub (not the homepage) if the host allows.

How many guest posts per term?

Quality over quantity. 1–3 strong placements per term in trusted local or sector sites is better than many weak ones.

What if the site removes our link later?

That’s fine—benefit is still the audience reached. Your agreement should allow you to request updates or removal if the context changes.

Speak With Paul Delaney

Paul Delaney helps schools turn complex SEO into simple, effective actions. As a guest writer for SEO for Schools, Paul shares step-by-step playbooks and evidence-based guidance that busy teams can apply immediately. With three decades’ experience working with UK and international institutions, he understands the challenges school teams face and is well positioned to offer support and guidance.

For our readers, Paul offers free 30-minute sessions for institutions exploring how to raise visibility, strengthen brand trust and streamline admissions. Sessions are practical, jargon-free and free from sales pressure. You can contact him using the buttons below—please mention SEOforSchools.co.uk.