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Month: July 2017

How to increase domain authority (and why it is important to do so)

Did you know that 75% of users never scroll past the first page of search results? Given this astonishing fact, it’s obvious that the mere development of a website is not enough for you to get noticed. In order to establish yourself as a credible source of information, drive more traffic and improve conversion rates, you need to invest a great deal of effort into boosting your ranks in SERP.

Search engines use a plethora of factors to determine how well your website ranks. However, as Google’s ranking algorithm updates keep shaking the digital marketing landscape to its core, domain authority (DA) has become one of the most critical website performance metrics. Here is what you need to know in order to increase it.

What is Domain Authority?

Originally developed by Moz, domain authority has gained momentum as one of the most significant ranking factors, contributing to 20% of your website’s success. Ranging from 0 to 100, it represents an independent measurement of how well your website will rank in Google. The average domain authority ranges between 40 and 50, while any score over 50 is believed to be above average. Logically, well-established websites with dozens of quality backlinks are at the top of this scale, while small business websites that start from scratch have a significantly lower DA.

This shouldn’t worry you. Namely, Moz defines domain authority as a logarithmic scale, pointing out that “it’s significantly easier to grow your score from 20 to 30 than it is to grow from 70 to 80.” In other words, it’s simpler for websites with a low DA to improve their rankings, than for ones with a high DA.

What you need to know is that domain authority comprises more than 40 ranking signals, including link root domains, MozRank, MozTrust, the quality of content, social metrics and search engine friendliness. Being highly complex, it cannot be increased overnight. It requires you to invest a great deal of effort in improving every major aspect of your SEO strategy.

Boost your Off-Site SEO by Generating Quality Backlinks

A few years ago, Google’s Matt Cutts said that the days of link building are long gone. Still, statistics show that this SEO practice has remained one of the most vital ranking factors.

Ideally, as the number of quality links leading to your website is rising, your domain authority and rank in SERPs will grow as well. Obviously, this is possible only if you’re generating external links from high-authority websites. On the contrary, building dozens of poor backlinks won’t bring any value to your website and might heavily affect your rankings in Google.

One of the most important off-site techniques for earning links is guest posting. Here, your aim is to find credible blogs in your niche and share quality content pointing to your website. This way, you will manage to grow your brand’s authority, get referral traffic and, most importantly, establish yourself as an expert in your industry. Apart from quest posting, there are other white hat options you might consider when obtaining backlinks, such as social media shares, social bookmarking sites and giveaway promotions.

Create Link-Worthy Content

As we have already mentioned, generating quality backlinks heavily depends on your content strategy. However, apart from the abovementioned off-site techniques, you should also invest in on-site content marketing efforts. For instance, you should develop a company blog and make it an informative and fresh source of information. After all, if you don’t share valuable content on your website, there is no point in linking to it.

When creating quality content your readers cannot help sharing, you need to pay attention to several aspects:

  • Deliver content that adds value to your customers and answers all their questions.
  • Create informative and industry-specific content.
  • Share your content regularly.
  • Keep up with trends and deliver highly-interactive content that gets your readers to actively participate, such as infographics, videos, quizzes, quotes and gifs.

Optimize your Internal Links

Put simply, internal links direct one landing page to another within the same domain. This way, you improve your website navigation, direct your visitors to the content they are interested in, reduce bounce rate and improve user experience. Most importantly, you will be able to create a solid hierarchy of content, making it easier for Google to crawl and index your pages.

Here are a few techniques you could use to boost your internal linking efforts:

  • Share your content regularly. Only this way will you be able to link to your older blog posts, make your current content more informative, as well as spread link juice and PA throughout your website.
  • Build deep links to the pages that are not easily accessible from your homepage.
  • Link to pages with a lower PA in order to pass link juice to them.
  • Come up with organic and relevant anchor text. Additionally, you should avoid spammy, generic and keyword-rich anchor text.
  • Optimize your content-link ratio. In order to avoid Google’s penalties, you need to respect the limit to the number of links appropriate for your pages.
  • Link to relevant content. You should link to a certain page only if there is a topical connection between the content.

Conduct a Backlink Audit to Remove Bad Links

With Google’s 2013 Penguin 2.0 update, many sites faced a sudden decline in their page rank. Unsurprisingly, the main reason for this were poor backlinks. So, the moral is that you should never wait for a Penguin update to kill your rankings in SERP. Instead, conduct regular backlink audits to avoid Google’s penalties on time and establish your website as authoritative.

Even though it requires a lot of repetitive work, removing bad external links will help you gain a competitive advantage. All you need to do is go through your link profile to identify any backlinks from poor websites and remove them. Pay special attention to links in foreign languages, links with dubious anchor text, as well as those that have no topical relevance to your niche. The same goes for your blog. If there are any poor or broken links featured in your content, you need to remove them immediately.


Domain authority plays a fundamental role when it comes to your website ranking. It not only assesses the overall performance of your website in Google, it also enables you to identify the worth of websites you are linking to or contributing to.

Always keep in mind that, as a powerful comparative ranking measure, DA covers numerous metrics and thus cannot be increased instantly. Instead, you need to look at the big picture, improve your overall SEO strategy and be patient.

Six ways to increase your blog’s traffic

Generating traffic to your blog is key to conversions, but it’s not as simple as just clicking publish and waiting for the results to pour in. As with most things, you have to put the groundwork in to achieve the best results, and this involves a combination of factors. Help your blog gain more visibility by incorporating the following strategies. Here are six ways to increase your blog’s traffic


Utilise Local Search

Although the internet is a global super-high that connects us together, people are still looking for ways to find things at their doorstep. While the web can, of course, help you reach people from all over the world, to help increase your blog’s traffic, focus on a local strategy to drive local keyword searches and traffic to your site. Your blog content can help connect you to your local community, adding relevance and authority to your brand in the long run.


Marketing on Social Media

Promoting your blog on social media platforms such as Facebook, Instagram, Google +, Twitter and Instagram are surefire ways to bring in more readers, particularly if you have a decent following already. One mistake people often make is sharing their blog post just the one time when they should really be resharing the post at different intervals with a slightly different title. On Twitter for example, you should aim to repost your blog around five times in the space of two months if you want to double your traffic and promote engagement.


Invite Guest Bloggers

A great way to get more people to read your blog is to invite an influencer that’s already in your niche to write a guest post for you. There is a possibility that you have to pay them for their content, but this will definitely be worth it and can help your content go viral. Having an influential blogger that is already well known to your audience will boost your credibility and can easily propel your blog to new lofty heights.


Engage with Your Audience

After publishing your content, don’t just let it go stale, encourage engagement with your readers by bringing them into the conversation. When your audience comments on your blog posts, make sure that you respond to them and help drive up as much engagement as you can as this is crucial to how your content ranks in search engines. Incentivising your readers to share on social media by creating contests is a really effective way to increase the engagement levels and popularity of your blog.


White Hat SEO

Your content should always include the correct keywords that relate to your topic for it to rank online. Having said that, it’s important to employ the rules of White Hat SEO by using these keywords in a cohesive and meaningful way. Don’t oversaturate your content with too many of these keywords as you run the risk of being penalised by Google’s new algorithm which favours well-written copy over spam.


Repurpose Your Content

Repurposing your existing content into new formats can do wonders to increase your traffic. Think about converting your most impactful blog posts and turning them into podcasts for the people that don’t have time to read, or even videos for people who prefer visual aids. Presentations and ebooks are just some other ways that you can repurpose your most valuable content. All of this can help you to widen the scope of your target audience.

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