Growing Your Website’s Authority
We’ve talked quite a bit about getting search engines to understand our pages, but how can you get them to see you as a trustworthy and authoritative site? Well, much of this will come from your great optimized content, but some of it also comes from the number of links that are pointing to your website. This is a part of what’s called off-page SEO.
Search engines follow links between pages to see how they’re related to each other. Links coming into your website—called inbound links—help search engines analyze how authoritative your website is. If a trusted site is linking to you, your website becomes more trustworthy.
But not all links are created equal. Make sure that you’re earning high-quality links and not focusing on quantity. High-quality links come from existing authoritative websites that are relevant to your business or industry.
To figure out which websites are authoritative, use a tool like the Moz Open Site Explorer or HubSpot Links to see all of the websites who are linking to you and their authority.
While it definitely takes some time, building relationships with authoritative sites and industry thought leaders is one of the most effective ways to keep your company top-of-mind for people who might be interested in linking to you. Use social media, send friendly emails, or comment on blog posts. Or try good old conversation—make connections at local meetups, conferences, and in your day-to-day life.
A good way to build those relationships and earn those links is to create content with input from those industry thought leaders. Not only will these thought leaders help you write your content, but they’ll also share it, giving you new visitors and a new link.
Create a “best-of” list or a resources list and give credit to the sources or authors. Interview an industry thought leader and publish it as a blog post. Write crowdsourced content; solicit information, answers, or opinions on a particular topic from industry thought leaders. Ask an industry thought leader to write the foreword or give a quote for an e-book.
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