A number of different factors in the analysis of
a website reveal how and why a site ranks for a number of phrases.
Site structure, internal and external links, how old the domain is,
the amount of topical information on the subject, and the degree of
authority the site has developed through momentum and search engine
Trust builds trust. Trust is a powerful concept in terms of SEO.
Trust builds authority and authority is an important factor
enhancing search rankings. In terms of Search Engine Optimisation
Authority means different things to different people. That said all
interpretations of authority can be considered positive and have
positive influences on search engine ranking.
A difficult concept to define Authority can mean any or all of the
· Authority is seen as a measure of the quality of a particular
site, established through blend of size, age, importance and
relevance. A link from an authority site can carry significant
· A site that is regarded by search engines to be authoritative in
it's chosen field of subject matter. Industry leaders, world-class
education establishments and leading experts in particular fields
seem to carry most authority. Dot org, dot ed and dot ac.uk sites
· Websites that are hubs and authorities in the Internet community
can be regarded as Authority sites.
· Many in the Search Engine Optimization (SEO) community regard
Authority sites as those that dominate search results for a specific
search word or phrase.
Whatever the absolute definition of Authority sites it's true to say
that they are popular, receive links based on merit and/or are
referred to as sites worthy of links and reference from other
supportive Authority sites.
Benefits of Authority Sites
Authority Sites enjoy preferential spidering and indexing visits
from search engines, meaning fresh content and amends can quickly
the site score, consolidating and even enhancing authority
Rapid and Repeated Spidering means it can be easier to rank for
keyword modifiers (which allow your pages to be found under a
variety of additional searches) or additional keywords. Targeted
copy can be deployed to gain even more tactical exposure proving a
powerful and successful long-term SEO strategy.
Keywords and phrases that may have taken months to populate the
search engines from sites that lack authority can be rapidly
spidered and generate high listings extremely quickly.
Authority sites get linked to often from other authority sites. Good
content gets noticed and is linked to. In this sense a link from an
Authority site can almost be regarded as a form of celebrity
referral, credible celebrity referrals are better, authoritative
credible celebrity are best. They are A list links. They infer kudos
and quality on the recipient site. Search engines scour the Internet
for sites of kudos and quality and are more than happy to elevate
these sites to the top of the search rankings.
Page Rank is not an essential prerequisite to be considered an
authority in search engines. It is about achieving successful blend
various on-page and Off Page Optimization and fresh, useful, popular
content that help.
Other contributory factors include Domain Age - Typically Authority
is closely related with domain age, in fact a website's age is one
of the major factors used to rank it in the search engines.
The range quality and range of the content - Search engine traction
is notably enhanced through content theming, for example by using a
blog with keyword rich category names and evolving a solid base of
content.Authority needs to be leaveraged through contextual keyword
analysis and inclusion. Content for contents sake is pointless.
Poorly written copy stuffed with keywords, dull and difficult to
read not screams spamdexing but reflects your organisation in a poor
light. Material must be developed and deployed that is link-worthy.
Content needs to possess genuine worth. Developing an authority site
is all about having influential friends in high search engine
places. Other sites of quality want to enhance their reputations by
being associated with quality. Deliver the quality that other
Authority sites want and at least you have a chance of sharing some
of their reputation by association and enhancing your own.
Knowing what content to add and when to add it, how to catch a wave
and to create popular copy is key. Predicting fads, trends, and
contextually powerful keywords then integrating them into
interesting and informative content and pages to reflect these terms
is a potent part of SEO strategy. Deploying high quality, relevant
and popular content on a daily level will soon elevate your site
above the competition reating a critical mass of Authority that in
many ways becomes self fulfilling as other increasingly
authoritative sites aspire to link in.
Other Authority development practices include using Social Media to
develop links. High-ranking social media sites such as Digg, Stumble
Upon, Deli.cio.uk and other social media sites and communities
provide authority links to pages instantly. The more "strong links"
your pages receive the higher your content can rank independently.
Such links can produce relevant traffic as well as authority. A top
10 ranking can be created with the mention of only one keyword by an
Directory Submissions, relevant business blogs and articles are also
proven ways to generate quality inbound links if you want to
maximize your website placement in Google and other leading search
engines naturally. As useful as internal links are the most
important part of website optimisation happens off the page and
finding the right balance for deep links (links leading to other
pages other than your home page) and what the anchor text should be
(the text in the link) is critical in developing long term link
weight for site pages. Propagating content and links through a
variety of channels we apply dedicated tools and technology that
distributes press releases, hosts high resolution images as well as
permanent redirects for URLs. Podcasts, RSS feeds and other devices
are employed encouraging Authority sites to link through.