Google is the King of all search engines and as a result, you want your website to be seen, indexed and ranked by this service. However, it isn’t quite that simple. Google employs over 200 different factors when ranking websites but most of them are quite honestly, secret. Let’s face it, if everyone knew how Google ranked pages, we’d all be on Page One with high traffic. But that’s not exactly how it goes. One crucial ranking factor I can help you with for your website is related to domain authority.
1. What Domain Authority Is
Software company Moz developed this form of measurement. Essentially, it is the ‘authority’ of your particular website domain. I know, that sounds relatively straightforward, but it is far more complicated than that. Google looks at domain authority (DA) when factoring out rankings, but DA is just one of the primary measurements used.
The easiest way to describe DA is to say that it is primarily a 100-point scale that your website will score against. There are over 40 different items used to determine that score and they include such things as trust scores, spam scores, domain age, domain popularity and my favourite – the number of qulaity links your site has.
2. What Page Authority Is
If you’ve been involved in SEO, you’ll likely recognise the name of a tool called PageRank. It did as the name implied, it measured both the authority and quality of a single web page. Operated by Google, PageRank was a simple tool that gave you an idea of the possible ranking power of pages. But it was phased out and replaced with Page Authority by Moz.
This is where rankings can get a little confusing if you don’t fully understand the mechanics involved. For example, it is not uncommon to have higher page authority than domain authority within your website. However, it is wiser to focus on building the domain authority (DA) of your website as that will increase the PA. I can help you with this to improve your rankings.
3. Hitting The Links
I’ve already noted above that Google uses well over 200 ranking factors in determining the DA of a particular website. Well, one element does stand out from the rest and will make a difference. That is your linking strategy. I spend a lot of time with clients developing the right combination of backlinks simply because I know how powerful it can be for ranking.
Thanks to something know online as ‘link equity,’ when you link your pages to a website with a higher domain authority than yours, the equity from that site gets passed to yours. However, you can’t just link anything for the sake of linking. Your website requires the constant creation of quality content in order to offer a value for higher domain authority websites to link to yours.
My linking strategy goes beyond external links (linking to and from other websites). Sure, external links are vital but one of the best SEO tools available to you is something called internal links. This is where you place links in your website content that will send traffic to other pages on your website. This gives Google crawl bots a lot to see within your website.
Think of linking as a spiderweb. The intense collection of links in the centre of that web is internal links. The parts of the web that extend outward but are still connected to your website are the external links. They all work together to create a network of links that pull you traffic from various sources. It takes time but my linking strategies are effective.
I can’t go past discussing the importance of backlinking without mentioning the other side of the coin. Bad backlinks are harmful to your website DA and must be cleaned up through removal. This takes regular monitoring and even if there is just one bad link, removing it will improve your ranking power. Keeping it can earn you a Google penalty.
4. Pay Attention To The Technical Parts
Your website has to be functioning well in order to benefit from a well-planned linking strategy. It is an essential part of SEO and requires the assistance of someone who knows what they are doing. For example, the technical parts that can impact your domain authority include site structure, navigation, URL structure, meta tags, header tags, alt tags, breadcrumbs and keywords.
Each of these plays significant roles in how your website is viewed and rated by Google and additional search engines and bots. That’s because search engines see websites quite differently than you or I do. This is why the layout and language used has to be in formats that are search engine friendly as well as user-friendly. I can create the correct balance for your website.
5. It Is Going To Take Some Time
It is rewarding to have your website’s technical SEO, backlinks and quality content in place. It is great to have a good-looking, easy-to-use website that is also visually appealing to those who visit it. However, your domain authority is going to take a while to start to climb. The good news is, while you are waiting, you can focus on adding more quality content and links.
6. How To Check And Monitor Your Domain Authority
There are free online tools that can assist you in checking the domain authority of your website. One of the better ones is Link Explorer (formerly Open Site Explorer) developed by Moz. To use it you enter your URL and the program will do the rest. Results displayed with the free version differ slightly from the paid version, but you will see data based on various metrics.
Call Me Today To Discuss Your Website SEO
I’m Toni Marino, a freelance SEO consultant. I use all the tools described here as well as a number of additional ones. My goal is to get your website to rank on Google’s Page One of any search conducted for your niche. I have over a decade of experience in this field. Why not contact me today to find out more? Call me or Skype me for details.