Search engines take a number of signals into consideration when serving results to provide the most relevant and useful content to searchers. Though many elements of a website affect where the site’s pages rank, a website’s authority – its digital reputation as a trusted, reliable source – is certainly something that contributes to how high or low it appears in the Search Engine Result Pages (SERPs).

Because of this, improving your website’s authority can be beneficial to your search engine rankings. In addition to creating great content, consider the following four-point plan to boost your website’s authority:

1. Develop a robust link profile

Building a strong backlink profile is a close second in importance to building your website’s authority. Many website owners have the “if-you-build-it, they-will-come” mentality when it comes to building or earning links. If you create great content, you don’t need to worry about links because people will link to it and share it naturally, right? Well, yes and no.

Publishing compelling content surely increases the likelihood of users linking to it and sharing it on their own, but to make the most of the great content you create, seek opportunities to build and earn links.

Instead of writing a traditional guest post for another website’s blog once in a while, consider contributing to a blog or website with multiple authors on a regular basis. Also, use press opportunities to build links. Services like the free Help a Reporter Out (HARO) invite experts to connect with writers seeking sources for stories. Distributing news releases also can help build a diverse link profile, as long as you’re releasing something that is actually newsworthy.


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