What Is Authority Content?

Defining Authority Content in A Post-Penguin World

What Makes Content Good?

Got Good Content?

One topic that gets mentioned all the time in the context of making a website that will continue to rank high in the search engines because it can pass search engine algorithmic and manual reviews is authority.

The days of automatically or even manually spinning (rewriting) articles found on other people’s sites are long gone. So are the days of webmasters remaining fairly anonymous behind their multiple monitors and keyboards or just throwing a bunch of keyword links at a website. While some may lament these changes, they do give websites and businesses a chance to shine through their genuinely useful content marketing strategy.

The old tactics might work for awhile, but if you are investing in a website that you want to last long enough to make a return on your investment for years in the future, you need to determine how you can make your content stand out.

Influence, Trust, Quality, and Branding

There are a number of different aspects of establishing website authority today, and as Search Engine Land summarizes:

In 2012, what is authority and where does it come from? Good words with which to describe authority include influence, trust, and quality. How extensive is your website’s footprint across the Web? What type of user experience does your website deliver?

Yes, the article you are reading has been published in 2013, and not 2012, and that summary is more valid today than it even was several months ago. A couple of years ago, SEOs, webmasters, and content writers could just concentrate on keywords. Today a website has to establish both onsite and offsite authority.

Optimize Like You Barely Care

Do keywords still matter? Sure, search phrases still matter. If your website promotes your freelance writing business, ideally you can rank high in the search engines for “freelance writers.” But trust me on this one. You have to build your website’s trust and relevance as if you barely care even if you care a lot.

This means that your main goal is to produce content that will attract and retain visitors. They may become your customers and subscribers. As an added bonus, your content should be the type of thing that interested visitors might share with their friends or coworkers on social media website. You just can’t buy that kind of visibility with money!

What Is Authority Content for your Website?

This is an easy question to answer. You already know what websites you tend to visit and revisit. When you want stock tips, do you turn to a branded website like Motley Fool or do you bookmark somebody’s 5 page MFA (Made for Adsense) website. By the way, having Adsense ads on your site or not is irrelevant. Authority content is typically the type of content that you want to share and that keeps you coming back to the same website over and over again.

Let’s dissect this even further.

  • Authority content is readable and interesting. It is typically long enough to provide information, entertainment, or a convincing argument. Standards vary on length, but typically you want anywhere from 600 – 1500 words in an article. You may shorten the length if you have other content on the page like an infographic or video.
  • Good copy supports the first point. Typical good Internet copy is different than print copy. Plenty of headings, subheadings, and bullet points make articles easier to read online.
  • Authority content tends to cite other authority sources. Did you notice I introduced the topic of this article by quoting and linking out to an article on Search Engine Land by a reliable source?
  • Ideally, authority articles may be backed up by pictures, videos, or other types of content. On some finance sites, for example, you may find helpful calculator scripts. For example, this page has a life insurance needs calculator to support an article about how much life insurance a person might need. These other types of content, beyond just articles, make the page more engaging and useful.
  • Authority content supports your brand. Branding is another crucial concept these days.  As far back as 2008, Google’s Schmidt said that the Internet’s “cesspool” needs brands. If your site is called “Joe’s Dallas Plumbing” than you have better make sure that Joe’s Dallas Plumbing is mentioned both on your website and on other websites around the Internet, whether or not that brand is linked back to your website.

Branding Your Website

Does your website appear to support a real business or organization, or does it seem like the work of an amateur, or even worse – a fraud? This question is actually fairly easy to answer too. What common factors do authoritative websites have?

  • A Clear Company or Organization or even Individual
  • Contact Information
  • Clean and Attractive Design
  • Content that is easy to share on social networks
  • Effective Navigation
  • Both onsite and offsite content that supports your brand name
  • A social presence

What’s Next?

    • Does anybody want to share your content?

Would a visitor to your site regard it as a reliable source?

If not, why do you think the search engines are eager to index it and rank it high in the search engines? What do you look for in a website that makes you trust it enough to pay attention or even send in your money? When you know the answer to that question, you are ready to start winning on the Internet.

Contact MyWriteSites to let us help you develop your authority content strategy.




writer (6 Posts)

Article by

Leave a Reply