SEO Consultant, Copywriter
"We're All on a Fast Track"
In this blog we will began to explore the two top ranking factors as shown in a 2013 survey of top SEO consultants, Page Authority, and Google + 1's . Yes, we're all on a fast track, so let's get right to the important points to know.
What is Authority?
As it relates to SEO - search engine optimization, authority is a combination of factors that are considered important to Google for page ranking. These factors have been compiled by marketing companies that also have a metrics or analysis system in place to correlate all of the factors that contribute to authority for domains and for specific web pages. In my opinion, Moz has the best Domain authority metrics out there, and this is a further description of how they determine Domain Authority from their web site:
"...we employ machine learning against Google's algorithm to best model how search engine results are generated. Over 40 signals are included in this calculation."
Moz has a free online tool that calculates and displays domain and page authority. Open Site Explorer
View this powerful tool with an example of using Moz in the analysis. They have a very high domain and page authority. Open Site Explorer - View example >
Moz also compiled a list of search ranking factors in 2013, and Page authority was the number one choice of over 120 SEO marketing experts.
To increase your authority you need to write and publish fresh, unique content that is relevant to your field and post it on Google +, as well as other social sites including Facebook and Twitter. Your content will need to be acknowledged by third party readers who may also share the link to your web page or blog. Links are also important in SEO but the way that they are established and treated by Google have changed. This will be addressed in a separate blog - SEO Tips Part 3 - Link Building Schemes and Pagerank.
Another important voice in authority as developed through content marketing is Brian Clark, CEO of Copyblogger. In a recent blog he discusses 5 Ways to Build Long Lasting Authority .
Moz and Copyblogger are two of the most important programs out there that we use to develop, measure, create, and sustain authority for our clients. Of course these are tools and strategy -learning sites....you still need to do the work of creating content or contract it out to be done for you. If you are an expert or authority in your field, you need to demonstrate that to Google and to the public in ways that will optimize your online authority for better page ranking.
Google + 1's
The Google Plus platform has built in SEO benefits that makes it easier to get page ranking benefits as long as you play the game according to Google's rules and don't abuse them.
High on the list of ranking factors was the number of +1's that were received as a strong social signal to published content. Google's own social network has built-in SEO value and it seems that Google rewards those who receive kudos in the form of +1's to their published content. However, this is open to interpretation. A better view is that the +1's are accompanied by a sharing of the content link that was provided in the post.
It is important to optimize the free tools that Google provides in a Google account. The important tools are webmaster tools, a Google + profile, a business Google + page, Blogger if you have a preference to use their platform, and a YouTube channel.
When you publish content in your Google + account, or anywhere else in which there is also a social sharing widget that allows for one click Google + 1's, then you are increasing your page ranking potential for the content, especially when others +1 it or share it in their network.
According to Cyrus Shepard of Moz in a recent post, "Ten Smart Tips to Leverage Google + for Increased Web Traffic",
"When Google+ was born, it was a bonanza for links, and seen as an SEO paradise. Since that time, Google has replaced most equity passing followed links with "nofollow", which pass no link equity. This includes profile links, "contributor to," and shared URLs.
There is one exception. Public +1's remain followed. For now, whenever a visitor +1s your content without sharing it to their stream, this results in a followed link as long as the visitor has +1's set to "public." This could be an oversight, or Google could remove these followed links soon.
While the value of +1s for SEO has been debated again and again, this may be the last remaining place that a +1 may actually pass link equity." - Cyrus Shepard
David Brown is an award winning internet marketing consultant and Certified Content Marketer. As owner of Logion Web Design, he has been in the SEO and content marketing industry since 1999. He is the sole author and publisher of this blog, Likes, Tweets and SEO, and also is the owner of Dentist Webmaster LLC, launched in 2013. He offers consulting and is accepting qualified accounts for monthly advanced SEO and content marketing services. His dog's name is Shaman.
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