The concept of site Authority is one of the least understood search signals. Though it is true that the big companies can often dominate search results thereby enforcing a “rich get richer” system, this decision by Google was for good reason. Google believes that most users actually WANT these large, established, trustworthy sites and that by giving these sites a special boost to push them higher in the rankings it actually increases the relevance of the search results. In many cases they are correct and this works out well for those who want to use sites that other users have deemed trustworthy. The concept is that by being a large established brand you are less likely to try to manipulate the search algorithm and are more likely to be a respectful and upstanding member of the digital community, providing great content and great service to customers. The problem is that even many large companies have realized how lucrative Search Referrals can be so many have abused this “trust”. We have witnessed many techniques that Authority sites can get away with that other sites might actually get penalized for.
The question is, how do you become an Authority?
Website Authority and Trust is not given, it is earned. But if it was a point system, we can show you how to score quicker than your competitors.
Part of this just takes time as the age of a site is also considered. However, there are definitive ways to increase your website Authority and Trust Rank and it should be of no surprise that most of it centers around great content, quality links, and social sharing. When you think about it, it actually makes perfect sense that if people like your content or service they are more likely to share it with others and link to it. This would make your site appear to be an Authority on the topic. Having other Authority sites also link to you is a big plus because they are essentially vouching for you, thereby passing some of their Authority and Trust to you.
I’m sure by now you can see that Search Engine Optimization done well is a holistic approach where each part feeds off the other.
If you have good Content and Usability, you’ll get more links and social sharing. If you have more links and social rank, you’ll have more Authority and Trust. If you have more of all of these, you’ll increase your rankings which will then generate more traffic, which will of course generate more links and sharing. It is an upward spiral to success. But if not done well, that spiral can just as easily be reversed.