How to become an Authority Brand
There are only two ways to become an Authority Brand. Slow by trial and error. If you keep at it year after year eventually you might get some things more right than wrong. Or, you call a professional and get the directions. Even a little help can go along way towards your authority building. Great on page SEO… or no. Responsive website… or no. Do you see a pattern? In the online inter-web rule book, there is no sort of great SEO or kind of mobile responsive. There is no almost valuable content.
I would like to note that we are talking about authority brand in the context of search engines. What search engines see you (your company) as. Not like the brand name of your company.
Lets break it down. First, Google wrote and is continually writing the rule book. There is no way around it. Almighty Google has such a large amount of the search engine market that they control the field. Period. As of May 23rd, 2016 Google is the highest valued company on the planet. They have massive authority, online and in a variety of offline businesses. Even though Google is the big guy, we do not ignore Bing and Yahoo search engines.
Follow the SEO rules
Yes, rules and directions. That is the fastest, safest way to become an authority brand in your area of expertise online. Follow Google’s best practices and SEO rule book. It takes a team to read it and stay on top of it. I couldn’t do it alone. I think it is humanly impossible for one person to investigate, test and disseminate the Google Master SEO Plan. We have people that investigate and test constantly. All high level search engine marketing agencies do.
All great SEO agencies have a few proprietary moves of their own that exploit or push the boundaries of current best practices and data gathering programs. We all have the same directions from Google. But, not all agencies have the tools and data available, or are capable of efficient and effective interpretation of data as it relates to search engine optimization and marketing.
I want to make it clear that our authority brand package is scalable and evergreen. We do not chase Google algorithms. Our testing and analysis of the rules and best practices allows us to put your company where the rules are going. We do not use “tricks.” I spell SEO tricks like this, Trouble.
Authority on the Internet
Internet authority is different than street authority or office authority. In fact there is really two different types of authority that we need to get strait. We can say Google is the authority in the search engine market and Wikipedia.com is an authoritative place for information on the web. A place like the Wall Street Journal encompasses both definitions as they are presented here.
When Wikipedia was born they started at the beginning of the line like everyone else. With a virtual ton of resources, a small city of workers and a few years later they are now an Authority Brand. The Wall Street Journal on the other hand was already a leading authority in finance before the internet was born. When they went online they did not start at the beginning because they were already an Authority Brand offline and that carried over to online.
Brand Authority Online
Now for the SEO definition of an Authority Brand. Things work differently online. You don’t need thousands of followers and tweet ten times a day to be an authority in the eyes of search engines. In the eyes of people? That’s another story. In the eyes of the search engines there are clear definable elements that are needed to have your company presented to the public through the search engine results page (SERP) as an authority brand.
We were doing some research for a client recently. An Orthopedic Surgeon close to us, Allen Park, MI. A very common search phrase for that would be “orthopedic surgeon in my area.” The SERP’s entire first page was filled with “paid ads” and directory type websites. The first real surgeon was in the 10th spot and was 1500 miles from Michigan. Now that is great for our client and it is a great example of online or website authority. Some of the directory type sites were retail sales websites set up as an authority branded surgeon website. It seems kind of crazy.
To me that is wrong. Shouldn’t there be a bunch of real surgeons on the first page? At least surgeons first and directories after ? It is my personal mission to change that. I think people deserve to find real information that is helpful to a real person’s decision making process. That goes for surgeons, dentists, chiropractors, plumbers, electricians, mechanics, etcetera.
Elements of an Authority Brand
Finally the good part. Every authority brand website possesses these elements in the eyes of the search engines. Remember, if you are starting from a place where your company has a website and has been online for a while, you are off to a great start.
- Website with unique and valuable content. More is usually better.
- Excellent on page optimization for search engines.
- Proper meta descriptions and schema mark up.
- A balanced text to html ratio.
- Not to much in line css3 mixed in with the website html.
- Proper inner-page linking structure.
- Proper and natural back linking and anchor text.
- A registered site map and robot.txt file.
- Company and website linked to and optimized for the major social properties.
- (Face book, Linked In, Google+, etc.)
- Your company and website appear in the appropriate local and national directories.
- Citations for your company are properly done, consistent and connect to your
- website and web 2.0 properties.
- Traffic that resembles the amount Google would expect from your industry,
- profession or field and with social signals.
I hope you are thinking this, If the Wall Street Journal has these elements contained in their digital image, then why can’t I do the same thing, but on a scale that is proportionate to my business, company or industry ?
If we implement that list Baffman, will the search engines see me, my business as an authority brand ? YES, you got it.
In a nut shell, or Authority Brand shell
That is it my friends and visitors. Full disclaimer. There are a couple of subcategories left out of the above list. Honestly, some of the subcategories would contain directions that are better explained face to face. We can’t publish those at this time. What I can do for you now, is this. We offer our free website audit tool to everyone. It took a lot of time and resources to make it easy to use and give detailed actionable information.
You can use it free up to 3 times from the same IP address. You will not be solicited like crazy. We are busy, you are busy. We do not have time to send unwanted email.
Call a Professional and get directions
You can call us and get our direction, guidance or service, that’s ok. Fill out our Discovery form. Then we will investigate your unique issues and video an outline for your company’s solution. We will send you a link to that video free of charge in 24 to 72 business hours. SEO and Authority Brand building is all we do. Having excellent, real communication between you and us is vital to our process and our combined success.
Incase you are wondering why we go through such a rigorous pre-onboarding procedure? We like to build a close relationship with our clients and we need to make sure we both are a good fit for each other. What we can influence and achieve is extremely powerful. We take that very serious and we do not offer our service to everyone.
Call us toll free when your are ready. 1-800-585-5201