I was just talking to an SEO guy today from the UK, and he was telling me about how page rank is totally unimportant these days, (which I already knew), and that the way to tell if a site is worthy in the eyes of Google is it’s domain authority rank.
I hadn’t really heard that much about what domain authority was, and who made it up, but I learned today how to check the domain authority of a website, and what that means, and all of that.
Basically, it’s a metric that was invented by SEOmoz, and I’m not sure how reliable that is, but they seem to be a fairly well recognised and respected high authority site that’s been around for ages, and if they say that’s the domain authority, then it must be, although bear in mind I’m getting this information from a second hand source.
In case you’re interested, this site had a domain authority rank of 27, and a page authority rank of 38 for the home page.
The difference is that the former is the authority of the whole domain, which is the same on any page of the site, and the latter is for the authority of that particular page of the site.
The reason why the domain authority is important is because when a new page is made on a high authority site, it has no links pointing to it, it’s not mentioned anywhere, the only thing it has to make it stand out is the domain on which it was published, and the internal links pointing to it from within the site.
How To Gain Authority For Your Site
How do you build up your domain authority and page authority on your site? Well, the answer is not one thing, but many and varied things.
You want to write a lot on your site, and if you publish guest posts, you will need to be very careful to publish quality stuff, and also be careful that they don’t build back links to the posts from spam sites.
The algorithms of Google have changed dramatically in the last year or so, (currently 2013 at the time of this post), and you can no longer rely on blog comments, social bookmarking, directory submission, and 90% of what SEO experts used to recommend that you do.
Seriously, 90% of the things which used to work now don’t, and can actually damage the rankings and authority of your site.
That’s like the whole SEO industry has been turned upside down, and you have to be afraid of getting links, in case they’re the bad sort.
For the first time ever, you can do negative SEO on a competitor, (not that I’m recommending you do that), by pointing spam links at their site.
On a high authority site, it won’t hurt them much, but if the site is new, or hasn’t yet built authority, it can be a serious blow to get the wrong sort of links.
I see it when I’m building what I think are high quality links. First the site goes up a few places in the search, then it drops down two pages, and I have to struggle to build it back up again.
That is all a part of what they call the “Google dance” for new sites, or being in the “sandbox” but it’s quite annoying really.
Many SEO experts these days are finding that they are no longer experts at all because as I said, the things they used to do to rank sites now cause the opposite effect, and make them rank badly.
I find the best thing to do is just keep writing high quality, original, relevant content with lots of photos, videos, subheadings, keyword research, and all of that on your site, and other sites, varying the link text, making it all look as natural as possible.
I’m mainly a social media marketing expert, but I am running two SEO campaigns at the moment. If you need help with SEO, or pretty much anything else, send me a message to talk about it, my email is in the sidebar.