Are you struggling to get more organic traffic from Google?
One of the key factors that affects traffic is the authority of your website. The higher the authority the easier it will be to get traffic to your website.
Even though Google ranks pages not websites, it is still easier to rank pages for relevant keywords with a high authority website.
What is an authority website?
Being an online authority essentially means you're not only a thought leader on a specific topic, but that you've also taken the time to translate that knowledge in a meaningful way online. And if you're a business owner, you've gone about it in such a way that search engines see it, your prospects and customers recognize it, and as a result, it helps you generate customers and revenue.
It makes sense: People do business with the people they trust. And putting yourself out there, giving your brand a personality, and taking the time to present research, updates, and opinions that help your prospects and customers is how trust is earned.
People used to do it in person; they still do, but now their reach can be extended by thousands and even millions by doing it online, too.
What is a higher authority website?
In the SEO world, authority is what counts most. A higher authority means more respect from Google and other search engines.
If your site has a high enough authority, you’ll rank naturally for any queries that might be relevant to your brand and company, but authority isn’t easy to come by. It I’
It can't be purchased, stolen, or requested; it has to be earned.
To make matters even more complicated, authority is invisible, and difficult to precisely quantify.
Some companies have tried to produce a definitive “authority” score, like Moz’s MozRank, but since Google doesn’t explicitly publish its ranking algorithm, it’s tough to know exactly what goes into a calculation of authority.
That being said, there are some important signs that only indicate sites with high authority: which we will be discussing them over here.
How can I improve my own site’s authority?
It’s impossible to ascertain exactly which elements Google prioritises over others when it comes to ranking search results. The only thing that we can really be sure of is that the quality of a website’s content will always be the top priority.
Your content needs to engage visitors; keeping them enthralled by the page and then offering them clear, relevant navigation to other areas of your site.
Your content should be detailed, but not wordy. Easy to read, well formatted, full of high quality images and generally just a pleasure to consume.
It’s not an exact science, but a good rule of thumb is not to publish anything you wouldn’t be happy to read yourself.
It also helps if you’ve been around for a while and have amassed a body of still relevant evergreen content, but that doesn’t mean an established site can become complacent.
If this website started publishing nothing but single-paragraph-long, deeply repetitive posts on a former Knight Rider actor, then you can be sure that another, younger, more relevant search marketing site would take our place on the search engine results pages.
9 ways you can improve your site’s authority
1- Niching Down
Niche selection is something that really happens before you enter into any stage. It’s part of the research phase, and it should realistically be executed with the knowledge of all other stages of the authority site model to be done correctly.
The idea, then, is that when doing our niche research, we want to pick something that will work well in all other stages.
To that end, we do niche research, we usually look at nine key factors that will help us find niches that can perform at every stage. Of course, this is a pretty involved process, but just to get the advantage of seeing it from a bird’s eye view, here are the nine factors we look at (we like to frame them as questions):
Are there big sites doing well?
Are there small sites doing well?
Is it a passion, lifestyle or problem niche?
Are there physical products to sell or recommend?
Are there informational products to sell or recommend?
Do people seem to be making money with ad revenue?
Is it easy to find keywords?
Do keywords seem to be low competition?
Are there niche sites ranking well?
We typically use these questions to narrow down big lists of niches that we brainstorm and move into more in-depth research from there.
After we have our niche picked out, we transition into next stages.
2- Brand Values
Why authority matters? Brand authority is essentially defined as how your consumers see your brand in terms of its reputation, as well as the trust that it has earned overall.
For example, a brand that has good authority is generally well-known amongst consumers, is trusted (such as where new products are concerned), and is also seen as a specialist in its niche. However, because of the immense weight that brand authority holds, it can ultimately make or break your business when it comes to its credibility, customer base, and even reputation as a whole.
Here are some steps you can take to improve the Brand authority of your website.
Creating credible content
Thankfully, there are a number of ways that you can build your brand’s authority and reputation, and it doesn’t have to be stressful. One effective way to do so is by using social media as a tool to gain exposure and build trust by publishing unique content and interacting with your customers. For example, using Instagram to post pictures of your product alongside an informative caption can help get your brand out there.
Another way to establish authority is by creating your own unique and reliable content to back your brand, such as that found in a website’s blog. This can be extremely useful, particularly if it draws information from authoritative sources, as this builds trust in those who come across it.
When sourcing reliable information to boost your authority, look to credible news sources, academic articles and recognized publications.
Developing a strategy
When planning to establish authority in your brand, it’s very important to create a strategy ahead of time. Creating a content strategy can not only help to keep you consistent in your efforts (which is often key to establishing authority and reputation successfully), but it can allow you to plan ahead accordingly.
In addition to setting goals, planning content based on your target audience, and creating a content distribution plan, using a calendar can also be a major help.
For instance, planning ahead the content itself on a regular basis, and even scheduling posts ahead of time can also allow you to stay consistent in your posting. Additionally, planning the right keywords (among other SEO methods) to use can help to ensure that your content is ranked higher in web searches, which can further help you to gain exposure.
Establishing brand authority is a great way to boost your business, especially when it comes to building a trusted brand, good reputation, and loyal customer base.
Thankfully, doing so can be achieved with careful planning and creating the right strategy for your business.
3- Lifestyle photoshoot
lifestyle photography is a type of photography that captures images of people in various moments of everyday life in an artistic way. Lifestyle photography aims to capture moments of people's daily lives and showcase authentic feelings.
Simply put, lifestyle photography is a type of photography that captures people's stories in the moments of everyday life.
When I walk into a brick-and-mortar store, I expect to find a person there to greet me.
Likewise, when I visit a website, I assume there’s a person behind that website to help me if I need it.
You’ve heard the old axioms, “People do business with people, not companies,” or “people do business with people they like, know, and trust.”and while they’ve become clichéd, they’re no less true.
Yes, put a photo of yourself on your company website.
The internet is cold and impersonal. A simple photo goes a long way toward building trust. Show your prospects you are a real person.
Use your website to build trust.
The more your customer feels they know you, the more likely it is they will trust you. The more your customer trusts you, the more willing they are to take a risk with you.
Here, “risk” means establishing a business relationship, or buying from you or even just giving you their email address. If your website visitor likes and trusts you, they are much more willing to become your customer.
4- Social proof
Social proof is based on the idea of normative social influence, which states that people will conform in order to be liked by, similar to, or accepted by the influencer (or society).
When you’re browsing a landing page and see a testimonial from an industry expert you respect, that’s social proof. When you’re cruising a pricing page and you see that an industry giant is already using the tool, that’s social proof. When you sign up for a demo because you see the tool solved the exact problem you have for a similar company, that’s social proof.
Essentially, it’s borrowing third-party influence to sway potential customers.
6 basic types of social proof
There are six types of social proof that you’ll see, well, pretty much everywhere. Choose one type to use in your baseline variant. You’ll want to choose the type you use based on your specific industry and goal.
1. Case studies
Data-driven, in-depth analysis of the product or service you provided a current customer with. Use this if you’re marketing B2B software, agency services, etc.
In a very meta way, this short-form case study is one of the main ways that folks behind Case Study Buddy showcase the results of their work:
Simple, short-form recommendations from happy curre