Is your website the Authority in your Industry?
Authority boils down to the importance of any page or domain on the Internet. Google's algorithms determine authority by using over two-hundred metrics in its algorithm computation. Your authority has a great deal to do with particularly where you'll rank on any given SERP.
You can check the Domain Authority of any website using Link Explorer.
When we refer to authority sites, we're talking about sites that have pre-existing authority. They've built up trust with Google over the years. It's that implicit trust that makes them such powerful digital destinations on the web. And it's particularly that same authority that many are after.
Why is authority so important? Without authority, you have no chance of ranking. When you lack authority, it means that Google doesn't trust you. You haven't built and fostered that relationship over time. In effect, you're a newcomer, so Google will approach the relationship with caution.
There are essentially two important central metrics involved when we're speaking about authority:
- Domain's Authority — The domain's authority is a site-wide metric that takes into account all the authority built up by a particular domain.
- Page Authority — The authority of the page is based on the link profile of that particular page itself and has little to do with the overall domain in question.
There's also another important distinction to make here before going forward. When talking about SEO, there are two essential types of SEC) that can be performed:
- On-Page SEO: This refers to work done specifically on the page or site itself. This includes things like keyword optimization, image optimization, page speed, content curation, meta tags, and so on. Anything that can be done to enhance the optimization directly on the page or site itself falls into this category.
- Off-Page SEO: This refers to work done away from the page or site in question. This is all of the link-building activities, content marketing, social media conversations, YouTube video creation, guest blogging, media outreach and so on.
When we talk about building authority, this distinction is important. Authority is built away from the site with Off-Page SEO, also referred to as Off-Site SEO. However, this doesn't mean that your On-Page SEO can be off the mark. It needs to be on point.
Whenever you're doing authority building, you're working to create trust bridges. But those trust bridges are only as good as the content that they're linking to. The better the On-Page SEO, the more impact your Off-Page SEC) will have. Sure, if a site like CNN or Forbes links to you, even with poor On-Page SEO, it will still give you a natural authority boost. But it won't be as powerful. For example, if your site's page speed is low, even if a popular site linked to you, many users would abandon the visit if it took too long to load your page.
That's just one example of poor On-Page SEO affecting Off-Page SEO. And Google pays attention to those metrics. Things like your site's page speed and its overall optimization on the page itself are important factors when it comes to the 200+ algorithm ranking factors included in Google's search calculations.
When you're thinking about authority, all you need to think about are bridges. Imagine, if you will for a moment, that your website is like an island out in the middle of the ocean. No one knows about the island at first. How could they? It hasn't been charted yet.
Once people do discover your island, they begin to build bridges to reach it. Those bridges are links. There are all kinds of bridges. Small suspension bridges you can only walk across. Medium-sized bridges that can handle foot traffic and cars.
And, of course, full-blown massive structures that can carry people, trains, cars, buses, and just about everything else. Those are the bridges you want to build. These are bridges coming from powerful high-quality content on authority sites that deliver tremendous amount of value.