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How To Review Site Authority
By Peter Knight of The Website Audit
How can you tell when a site has authority? There are two types of site authority. The first kind comes in the way of genuine expertise and value. The pages on a website that has authority provide real value through quality information. Assessing how good the information on a website is can be done by considering a few factors. Who wrote the content and is that person trustworthy, does the person have credentials or proof? Has the content on the site been linked to by independent websites? In other words, is the content so good that others are naturally using it as a reference? Does the website appear transparent? In other words, are possible advertising incentives? Possible commercial stakes in play? Is the site using credible resources? Does the site have social proof? Are people talking about the website author(s), content on social media platforms like facebook and twitter? These are a few factors to look for to identify the main type of authority. The other type of authority comes in the way of authority as seen in the eyes of search engines. Search engines try to approximate the value of content as much as they can by what they think how much visitors value it. They look at factors like links pointing to the site. The source and the relevancy of the links play a big role here. The more credible the links (newssites are great) that are pointing to the site, the more likely a site will achieve authority. Google provides a relevant metric for authority in the way of a thing called Page Rank. Authority is great because it paves the way for high search rankings and thus a lot of traffic. Some other factors that can weigh in that Google looks at is the time spent by visitors on the website. How fast a visitor exits the website (after seeing one page, or multiple?) and even site performance. Websites that do well combine the two types of authority. There are sites that have only one type of authority - those typically don't generate real value. The worst is when you have quality content but nobody knows about it. The trick there for becomes to create a site with content that induces both types of authority. The best way to do that is to create extremely valuable content and then promote it so that people can find it. Promoting is a necessary evil because authority is earned by 'linklove' in the search engine world. And without Search engine love you won't get high traffic.
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