Backlink building • Guest blogging
Pitching & Writing Guest Articles that Earn Links: A Practical Guide for UK Schools
Author: Paul Delaney • SEO for Schools
Use this hands-on system to move from idea → pitch → published article without fuss. It’s designed for UK school and MAT teams: clear angles editors accept, short email scripts, GOV. UK-style writing templates, safeguarding steps, link-attribute rules, and simple measurement in GA4 and Search Console.
Policy references: Google — Search Essentials • Link spam policies • Qualify outbound links • ICO — UK GDPR overview.
Angles editors accept (evergreen & seasonal)
Evergreen (works any term)
| Theme | Headline example |
|---|---|
| Admissions clarity | “Year 7 admissions in [Town]: dates, common mistakes and quick fixes” |
| Attendance support | “Five ways schools and families can work together on attendance” |
| Safeguarding awareness | “Online safety for parents: simple checks that make a difference” |
| SEND signposting | “A plain-English route through the local SEND offer” |
| Careers & pathways | “Sixth Form, FE or apprenticeship? A parent’s quick comparison” |
Seasonal (time-sensitive wins)
| Window | Headline example |
|---|---|
| Aug–Nov | “Open evenings: 20-minute plan for busy families” |
| Apr–Jun | “Exam season: practical revision routines that fit family life” |
| Jun–Aug | “New starters: settling Year 7—what actually helps” |
| Sept–Jan | “How to report absence fast (and what schools must record)” |
Tip: choose angles that send readers to a task page on your site (Admissions, Term Dates, Absence, SEND). That’s where links genuinely help users.
Quick research to de-risk the pitch
10-minute SERP sweep
Source list (pre-pitch)
Email & LinkedIn scripts (short + polite)
Short email (copy/paste)
Subject: Useful article for [SITE] readers in [Town]: clear advice on [topic]Hi [Name],I’m [Your Name], [Role] at [School/MAT] in [Town]. Families ask us about [problem].Could I write a clear, 800–1,000 word guide for your readers covering:• [Benefit 1] • [Benefit 2 with official source] • [Action families can take today]No sales pitch—plain English, links to LA/GOV. UK, plus one link to our relevanthub for further reading. Happy to meet your style and deadline.Would this help your readers?Thanks, [Name] | [Role] | [School/MAT] | [Generic inbox]LinkedIn connection note (300 chars)
Hi [Name] — I’m [Role] at [School/MAT] in [Town]. I’ve a short, practical guide on [topic]for your readers (plain English, links to official sources). May I send 3 headline options?Follow-up (one only, at +5 working days)
Hi [Name] — just checking if a short guide on [topic] would help your readers.Happy to adapt to your style and deadline. If not a fit, no problem at all.Professional and light. Two emails total (initial + one follow-up) to avoid spam.
How to write: GOV. UK-style structure & voice
Article structure (template)
| Section | What to write |
|---|---|
| Title | Problem + outcome, in plain English. Keep local context if useful. |
| Intro (3–4 lines) | State who it’s for, what it solves, and what readers will do next. |
| Step-by-step sections | Start with the answer in the first sentence, then 1–4 scannable bullets. |
| Official sources | Link LA/GOV. UK/NHS where relevant. Keep anchor text descriptive. |
| Calls to action | Signpost to your helpful hub (e.g., “Admissions at [School]”). No sales pitch. |
| Accessibility | Short sentences, sub-headings every ~150–200 words, ISO date formats (e.g., 4 September 2025). |
Tone & readability
Link placement, anchors & rel attributes
Where & what to link
Link attributes (agree with editor)
| Scenario | Attribute | Note |
|---|---|---|
| Sponsored/paid placement | rel="sponsored" | Plus clear on-page disclosure. |
| Editor won’t fully vouch | rel="nofollow" | Appropriate and policy-safe. |
| Genuinely editorial citation | Follow | Only where the host naturally vouches. |
See Google guidance on qualifying outbound links and link spam policies.
Images, accessibility & safeguarding
Images
Safeguarding & GDPR
Author bio & E-E-A-T for schools
| Element | Example |
|---|---|
| Name & role | “Jane Smith, Admissions Lead at River MAT, Ashford.” |
| Expertise | “Supports 5 campuses with parent communications and admissions.” |
| Contact | Generic inbox (e.g., admissions@rivermat.org). |
| Link | One link to the relevant hub. Agree rel attribute in advance. |
Pre-publish QA, UTM links & amplification
Pre-publish QA (9 checks)
sponsored/nofollow/follow).UTM & amplification
| Action | Notes |
|---|---|
| Add UTM to your hub link | ?utm_source=[site]&utm_medium=guest&utm_campaign=[topic] |
| Share on your channels | Twitter/X, Facebook, LinkedIn, newsletter; tag the host. |
| Internal link | Add “Featured in…” box on your hub—users love signals of trust. |
Measure impact in GA4/GSC
| Metric | Where | Target | Window |
|---|---|---|---|
| Referral sessions from placement | GA4 → Reports → Acquisition | ≥ 50 for strong local placements | 30 days |
| Brand queries (school + town) | GSC → Performance → Queries | Up vs same period last year | Seasonal |
| Target hub CTR | GSC → Pages (group by hub) | +1–3 percentage points | 4–8 weeks |
| Assisted actions | GA4 events (newsletter sign-ups, open evening clicks) | Evidence of influence | Termly |
Print-screen worksheets & checklists
Pitch Sprint — 8 Steps
print this cardrel attribute.Writing Worksheet — 6 Parts
print this card| Title | Problem + outcome + local context |
| Intro | Who it helps & what they’ll get |
| Step 1 | Answer in first sentence + bullets |
| Step 2 | Answer + bullets + official source |
| Step 3 | Answer + bullets + contacts/dates |
| CTA | “Further reading: Admissions at [School]” |
Compliance & Safety — 9 Checks
print this cardrel="sponsored" for paid placements; nofollow when not vouched.FAQs (10 quick answers)
How long should a guest article be?
800–1,000 words is ideal for local/public-sector sites—long enough to help, short enough to be edited quickly.
Can we include multiple links to our site?
Keep to one contextual link to the most relevant hub. Add official sources too. This feels natural and avoids “spammy” signals.
What if the editor asks for a fee?
It happens. If you pay or it’s a sponsorship, insist on rel="sponsored" and clear disclosure. Aim mainly for genuine editorial pieces.
Should we optimise for keywords?
Write for people first. Use the same words parents use, and reflect common PAA questions. Avoid exact-match anchor text.
Is a follow link essential?
No. Audience reach and CTR lift are the goals. nofollow/sponsored links are fine and often appropriate.
Who should be the author?
Someone with lived experience of the topic (Admissions Lead, DSL, SENCo). Add a clear bio and generic contact inbox.
How many images should we use?
One featured image is enough. Keep it accessible (alt text) and safeguarding-safe.
What’s a good subject line?
Keep it specific: “Useful article for [SITE]: admissions dates families keep missing” or “Short guide for [Town] parents: report absence fast”.
How quickly should we follow up?
Five working days. One polite nudge only.
How do we show impact to leadership?
Report referral sessions (UTM), brand query growth, and hub CTR uplift over a matched period (e.g., Sept vs last Sept), plus any assisted actions.
Need practical SEO support?
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.
