Authority Building

To rank highly in the search engine results pages, your website needs to be seen as an authority in the industries and sectors that you are serving.

There are several ways that you can build authority into your website; some are approved by Google (white hat) and others are not (black hat).

At Ghostfoundry, we only use white hat techniques to help businesses build the authority they need to ensure their websites stand the best chance of ranking highly.

The best place to start when it comes to authority building is with your website; you must ensure it is technically excellent and that it is packed with high-value content.

This is why we always recommend creating a knowledge hub and regularly posting articles, guides and news to provide the information and insights that your clients and customers are seeking.

Content should take all forms, including written, video and audio.

Published content should also be shared across your relevant social media channels including LinkedIn, Facebook, Twitter, Instagram and Youtube.

Authority can also be built through PR activity; by securing placements in relevant publications, you can establish your business and brand as a thought leader in your sector.

This can be achieved through regular press releases, editorial and interview placements, as well as whitepapers and reports that are distributed to local, national and industry press.

Marketing agencies often emphasise the importance of link building as a way of boosting authority, but Google has cautioned against buying links and can see it as trying to manipulate rankings.

This is why we suggest undertaking content marketing and PR activity instead, as this is a legitimate and natural way of securing backlinks to your website.

It is all well and good securing 100 backlinks per month, but if they are on non-relevant websites then they will add little to no authority to your own website and may be harmful in the long term.