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5 Simple Ninja Techniques for Using Content to Build Serious Google Authority

2 min read

Internationally recognized SEO expert and bestselling author Stephan Spencer, Chief Marketing Officer at Proof, and MarketMuse Co-founder and Chief Product Officer Jeff Coyle look at how to build website authority.

Start By Creating Quality Content

The internet is awash in good quality content, so much that by itself, it’s not enough. You need a good hook, an enticing headline, a well-developed structure, resulting in a final piece that can be repurposed in multiple ways. Thinking ahead ensures you have the right formats in place. For example, a podcast repurposed on YouTube with just a still slide image won’t to very well. But stripping audio out of a YouTube video to use as a podcast can function.

What NOT to Do When Building Authority

Avoiding the wrongs things is just as important as doing the right ones. DON’T:

  • Pay for links
  • Send generic emails or use spammy subject lines
  • Forget to follow-up
  • Offer bad content
  • Forget to prioritize effectively

Five Techniques for Building Authority

  1. Go for links and likes. Just make sure you have an SEO strategy to turn social media visibility into valuable links.
  2. Don’t misplace your content. Normally you want to consolidate all content on one domain, but there are situations where this is not the case. For example, books should have their own separate site as it helps to increase its’ legitimacy and domain authority.
  3. Target the right audience. Consider the linkerati as a segment of your audience. They can have a major impact on the success of your site.
  4. Don’t pull the plug. Keep your sitemap alive on the old site when doing a site migration. Use 301 redirects when moving or decommissioning a site.
  5. Gather competitive intelligence. Use this to understand what the competition is (not) doing well so you can determine how to best improve your content.

Stephen leads the content strategy blog for MarketMuse, an AI-powered Content Intelligence and Strategy Platform. You can connect with him on social or his personal blog.