Unique Original Articles » SEO Factor Series- Domain Authority that brings Measurable Results

For businesses the most telling factor of search engine optimization is the length of time it takes to see results. By results we are talking about increases in rankings and conversions that come about because of changes or additions you are making to your marketing program.

When running an online marketing program you expect your time to be split about evenly between planning the SEO process, creating and optimizing your content and finally tracking the results so you can adapt your marketing to achieve even better results.

Planning, implementation and tracking results are all interconnected and one has an effect upon the other. So how can you optimize your site to see the fastest changes and improvements? It is the ability to build domain authority.

The degree of authority your pages possess affects crawl rates and how fast those changes appear in the search engine results. For very competitive keywords it will take more time and more “layers” or pages with high authority to raise your website into a top ranking position.

Context is probably the most important factor in SEO optimization. Contextual relevancy can move your website past others competing for similar or related keywords, build topical domain authority and increase conversion rates by having greater numbers of pages occupying a larger percentage of the market share for related keywords and queries.

Let’s talk about domain authority. Search engines consider each page in your website as a unique “mini” site. This means that each page can rank on its own accord if the appropriate signals are created. This is why it is very important to plan out a way to develop strong relationships from page to page in your site. It is the relevancy and relationship of each page to the other that produces a dominant domain in search engines. Each page must be optimized for a specific series of key words and phrases if you want to pass that trait on to other relevant pages. By doing so you will increase your websites domain authority over time.

Once domain authority has begun to take root, you can see multiple pages ranking from one domain or a domain and sub-domain for multiple keywords (sometimes with a double listing). SEO is used to create a balance of deep links together with relevant content to make it easy for search engines to rank specific pages higher as a result of the continuity produced within and between pages and sites.

Aside from preliminary links from navigation or sitemaps, the way in which you link from page to page within your site (known as internal linking) creates pools or relevance for the keywords you use to link these pages. This is where deep links come into play in regard to optimizing each page for search engines.

A deep link can be either internal links or external links that are distributed throughout your site to pages other than your home page. Deep links are important because unless you use a flat site architecture (just using the root folder for pages) then each sub folder you add loses link juice from the root folder.

You can offset this loss of link juice by mapping out the internal links in a website to strengthen pages with less link weight and distribution. Ideally, your main keywords should be targeted with your primary pages (homepage, or specific products or a services page).

In the past it was sufficient to add context and weight to each page by using footer links to aid search engine optimization. As search engine algorithms evolve to offset unnecessary relevance, the link location is more important. Link location, page focus and anchor text choices all have varying degrees of impact depending on the various algorithms being used by the search engines.

Create Layers of Relevant Content

The way to create layers of relevant content is to build links from and to pages that are about the same thing. If you begin on a landing page link it to another page about landing pages within your site. This creates a layer of relevance. It is more relevant to link from a landing page to another page that talks n some form about landing pages than linking to a page about pricing. Your job as you build your site is to weed out anything off topic and reinforce pages and folders within your site that have topical relevance.

Once you reach a sufficient threshold (for each page from internal and external links) then that page or folder will rank competitively in search engines. In addition, any additional pages linked from those pages or within those folders will also receive a significant boost of authority through link affinity.

Age and longevity (who started first) is weighted heavily in search engines, so, a website that started optimizing a series of phrases years ago is going to be able to defend against competitors easier for those phrases than it will be for a newer website with less authority to acquire a high ranking for the same phrases.

As a marketer it is important to remember that the search engine battle is not simply about achieving a top ranking for a competitive keyword-it is really about how you are going to acquire more authority for your market or niche than the competitor higher than you.


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