Building Authority for Better Search Engine Optimization

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The game of having a successful website has a lot to do with search engine optimization. And as just about everyone in the world knows, the most popular search engine is Google. It’s a little scary, how much influence this company has, but I can’t really argue with their intent. They keep modifying their functionality with the goal of providing the user with useful, reliable information.

The concept of “authority” has long existed in the Google universe. Google attempts to find measurable criteria for determining if a website possesses authority and if it does, it places that website up higher in the search results.

For years, companies tried to artificially build up their authority. And for the last few years, Google has found ways to penalize companies who used these artificial means.

For example, the number of links to a website tends to show its authority. There are plenty of links to CNN, to YouTube and to Facebook. For several years, there were websites that simply sold links from that website to yours. Of they would trade a link on their site for one on yours. This worked for a while but then stopped working.

Why Purchased Links Don’t Work

I know one company who used this method and every other sneaky trick in the book to obtain scads of links to their website. It worked – for a while. I tried to tell them that this was simply not sound marketing but they didn’t want to hear it. When Google overhauled its system for recognizing authority and stopped counting these non-authoritative links when preparing search engine results, this company got hit very hard. I don’t know how many millions of dollars they lost. They had been relying heavily on a couple of strong websites and they practically had to start over.

This brings us back to quality content once again. If you add useful, accurate information to your site, you’re going to build authority. It might be a bit slow, but you’re going in the right direction.

Now, you should be creating posts on Facebook and adding tweets to Twitter about the information you post. This will get people going to your site and reading. And if your information is useful, you will start building links the right way. People will share the information on Facebook or Twitter. Or a few people might mention your site in their blog posts. It’s all going in the right direction.

The age of a website is also a factor. There’s really no solution for that one except to add more valid content and let it age – like a fine wine!

No Duplication

I can remember the days when it used to work to copy large amounts of data from – oh, say a government site – and pad out your website with it. You used to see this a lot – long pages that quoted government publications. It totally doesn’t work now. In fact, duplicative content of any kind is useless and will actually work against a website.

Maybe you’ve never quoted long passages from public domain information. But if you run articles in more than one place on your websites, or on more than one website you own, you need to stop. All your content needs to be unique. Really, truly unique.

Any business is going to be talking about the same materials, products and uses in many of their articles and that is not the problem. Just assume it needs to be unique and useful.

It might work to think of Google as Santa Claus. “He knows if you’ve been bad or good so be good for goodness sake.” Google keeps building the ability to operate in more intelligent ways so trying to outsmart them is not useful. Just keep adding quality, timely, useful, accurate information in as much volume as you can. Promote your services and drive people to the site. Let Google take over from there.

It’s not quite that simple, but it’s still good advice.

And if you want the full story, you can always call me at 727-446-0834…

Carlos Bernot