SEO Best Practices in 2017 – Part 3. In Part 2 we looked at On-Page SEO Basics. In SEO Best Practices in 2017 – Part 3, we look at Webpage Authority.
SEO Best Practices in 2017 – Part 3
In Part 1, we explained how Website Performance is the building block of SEO. In Part 2 we looked at the On-Page SEO bases you must cover to increase your webpage SEO. In SEO Best Practices in 2017 – Part 3 we look at Website Authority and how Website Content impacts your position in Google Search Return Pages (SERP).
SEO Best Practices in 2017 – Part 3 – Website Authority
Domain Authority (DA) is a term that reflects your website popularity. In other words, when you search for Facebook, it’s likely to come up after FAC is typed. Likewise if a user types in your business name, does it autocomplete as well? If so, congrats. You have some domain authority.
Goggle looks for authoritative sites in answer to a query. That’ why you see “Wikipedia” in so many search returns.
So how do you increase your small business website authority?
SEO Best Practices in 2017 – Part 3
Increase Your Website Authority by Creating Relevant Content
Increasing your Domain Authority loosely means increasing your chances of ranking higher in search engines for keywords and long-tail phrases your customers are looking for.
It’s important to note that Google doesn’t rank websites. They never did and they never will. Google ranks web pages.
Although Domain Authority shows the likelihood that pages on that domain will rank, the real test is the authority of the specific pages.
The real test is your Page Authority (PA).
It helps to think of search engine optimization this way:
- Every search term is a competition
- Every search return is a competitor
Web Pages get their authority in two ways. When a page on another website links to them, they get authority directly. But web pages also borrow authority from their own domain.
Increase Your Website Authority With Content Marketing
And Content Marketing achieves both; links from authoritative social media sites like Twitter and Facebook, and as each page you add through content marketing builds authority for a selected keyword or long-tail phrase, the page authority increases the domain authority through page links.
But don’t be surprised if less authoritative web pages rank higher than more authoritative pages. Authority is important, but it isn’t the only search ranking factor. Google isn’t that simple. There are dozens of ranking factors, and each factor may have dozens of variations, resulting in hundreds of things to do. And no one has the list.
SEO Best Practices in 2017 – Part 3 – How Content Marketing Increases SEO
Most small business owners have a website. Most have 5-9 web pages. If you ever have used the Google Keyword Planner, you’d see dozens of variation on a simple keyword search. Here, Google shows you what people are actually typing (or asking) Google. There is no way any simple 10 page site can have an about page, a contact page and all the rest and not even begin to cover all the keyword phrases for any business, regardless of how boring you think your business is.
Long-Tail Searches Are Your Best Friend
Keyword: Content Marketing
Long-Tail : Content Marketing for Small Business
Targeted Long-Tail : Content Marketing for Small Business in Charleston
This is true for any business that sells product or services. Sometimes it’s stunning to use the Google Keyword Planner and see what people are really looking for in any area in the country.
Some may argue that the traffic gained from the targeted long-tail keywords does not compare to that of the main keywords. This is true, but it’s a more realistic approach for keyword success. You don’t want to spend your efforts pursuing rankings you cannot achieve but rather focus on identifying keywords that can realistically improve your page’s results.
Additionally, searches for more specific results through long-tail and targeted long-tail generally convert much easier, while general keyword searches are more “informational” searches.
And don’t forget that high rankings for targeted long-tail keywords builds trust and authority that gradually results in better rankings for more competitive keywords.
SEO Best Practices in 2017 – Part 3 – How to Build Page Authority
One way Google’s algorithm determines organic ranking is by scanning the content on websites to determine it’s relevancy. For example, if you own a pizza shop in Rochester, all of the content on your website will be scanned for the frequency of certain keywords like “pizza” and “Rochester.” There more often these keywords are mentioned, the more likely your website will receive a higher ranking.
Sadly, this measurement has led to many marketers to go overboard on the phrase “Content is King”. However, “keyword stuffing”, the act of putting these keywords all over the site, is seen as spam in the algorithm. This means it’s important that your website not only have relevant content, but that its content is high quality and seen as relevant to the query.
One way to do this is with content hubs (content marketing). If “content is king,” then contents hubs are kingdoms. Content hubs are when pages of content on your site relate to each other in some way and can be linked to each other. Again, because Google indexes web pages.
A pizza shop could do content marketing on types of sauces, pepperoni, cheeses, peppers, etc.
And Google will see it as relevant (and not spam) increasing your website authority.