One of the factors that Google will be placing more and more emphasis on in the next few months will be the authority of a website. Whether it’s page authority or domain authority, Google will be looking at those scores and it will be impacting your websites’ ranking in the engines.
For those of you who aren’t yet familiar with the authority issue, let me explain.
The goal of any search engine is to provide the best, most relevant search results for the user. After all, who wants to get a list of car dealerships if they’re looking for pizza? So, one way that Google accomplishes this is by giving websites a score based on the following factors…
a) how many other websites are linking TO this website?b) what is the quality of those other websites?
c) what words are the other websites using to link TO this website?
The more websites that link TO your site, the better. The more websites that have high authority scores that link TO your site, the better. The more links that are using your keyword phrases linking TO your site, the better.
Domain Authority vs. Page Authority
Now that you know the overall gist, you should also know that there are two types of authority scores. Domain Authority and Page Authority.
Domain Authority – the overall score given to a website. Basically an average of all the page authority scores. Based on a 0 – 100 scale.
Page Authority – the score given to a specific website page. Based on a 0 – 100 scale.
What Is My Website’s Authority Score?
You can use the following free tools to find out what your site is scoring.
I would encourage you to do this for your online competition as well. After all, it’s find finding out that your domain authority score is 52 but if several online competitors have a score of 81 then you know you have some work to do.
How To Increase Your Authority Score?
There are multiple “things” that you can do, just make sure to keep them all white hat (meaning don’t do anything to try to fool the engines). If you do a search on your favorite search engine for ways to increase your domain or page authority you’ll get lots of information.
One article I found was by Neil Patel written back in June 2012 but it’s filled with lots of information and it’s a very good read so check it out. Here’s a quick summary:
1) Make sure your website has a good architecture. What I mean is that certain pages are in certain files. If you’re a piano repair technician and you offer 10 different services for piano repair then make sure that each service has it’s own page on your website and that each page is in a folder called “piano services”. The idea is to group like items.
2) Link these “like” pages to each other. So, each of the 10 service pages should be linked to each other.
3) Use a variant of keywords in your content and in your text links. If you’re marketing “piano services” make sure to also use phrases like “piano tuning” and “piano repair”, etc.
4) Write as much of your own content as possible. The more unique, the more practical the better. The whole idea is to continuously give out information.
5) Make sure to share your information on your social networks. Social metrics are becoming more and more important so don’t dismiss them.
6) You can do all of this with videos as well. It’s not just written content.
7) Be patient. It takes time to build incoming links. In fact, you must do it slowly. It’s a red flag to Google if they all of a sudden see a large number of incoming links to your site.
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