We have written many posts in the past on how to become an authority in your space and we are not kidding when we say it is important for growth. When you become an authority you are viewed in a whole different light from not only your audience but also the search engines. Now, with that said it is not easy to become an online authority. It will not happen overnight and it will not happen from a sub-par web marketing campaign either.
It takes a campaigned thought out approach to build your authority and it requires many different gears spinning at the same time.
Here is a great little video from Bing on what it means to become an online authority:
Trust is something that is very important in today’s online business world. People no longer make purchases on impulse like they once did years ago from random ranking web pages. The game has changed folks and having an outdated website with little to no social reach is something that is going to hurt you as a business when it comes to brand building and online influence.
Trust building is just as important today as is flat out web marketing for your website. If you don’t have trust you simply won’t have long term growth and that is a reality with today’s online landscape.
We hear the word “trust” thrown around the online space quite a bit when referring to SEO and web marketing in general in the Google space but very few really understand what it actually means. Trust revolves around strength of linking and what types of online authority is linking directly to you but it also triggers other signals that are important for ranking and overall web visibility.
Being an authority figure in the online space should really be the goal of any website. When you are an authority figure you have the power to socially influence through your actions and words which means you hold a great deal of power & trust in front of your audience. The Bing Webmaster Blog recently put out a great piece on being an online authority which I think everyone should read. Please keep in mind that being an authority figure does not come from slapping together a mediocre plan. It takes though and dedication to put together a fierce action plan.
Everyone wants to be an authority. Everyone wants to be acknowledged for their, well, knowledge. Everyone wants the increased ranking and traffic that comes when an engine sees you as an authoritative resource. But so few actually plan a path to success, thinking instead that blasting everything they find across Twitter and auto-following everyone will boost their numbers and get them recognized as an authority.
Being an authority online comes with huge benefits.
If you are just getting started in your space you are not going to influence anyone overnight. Authority requires seasoning and experience in a space along with being able to present that experience in the right manner in front of your target audience.
You absolutely have to get active socially in front of your community. If you want to be viewed as a leader you will have to engage with your audience on social communities like Facebook, Twitter and YouTube. You also want to make your website a destination spot that promotes back and forth interaction. (important)
You want your audience to come to you for advice and help. Once they start turning towards you for help that means they are starting to look at you in a whole new different light.
If you want others to share your material you are going to have to share their material as well. Encourage proactive content sharing so your audience can learn from not only you but from the people around you too. This will allow you to become a central hub which is really the focus of your efforts.
Its generally held that when an engine assigns deep links to the content of your website, you’re an authority. And while this is more or less true, the engine seeing you as an authority happens well in advance of those links appearing.
As you produce useful content, we try to match that useful content against queries. If the actions searchers take indicate they are pleased with your content as a solid resource, then we try you again the next time. This testing happens a lot. Hundreds of thousands to millions of times, depending on query volumes and content matches.
We watch the patterns of interaction and soon enough, those resources that searchers seem to be particularly pleased with start to float to the top. We’re not just talking click-through-rates here, either. We’re talking the entire signal-set that influences ranking at work here.