Shahrain K M
If you’ve set your sights on improving your website’s ranking on Google, you need to understand how Google measures your site. You can't improve what you can't measure after all. This article will show you how each plays a role in getting your website's pages ranked on Google. In particular, you need to learn about the three ways in which Google evaluates your site:
Domain authority is a general measure of how your entire domain performs on searches, like letterdrop.com or allbirds.com. It isn't specific to a keyword but rather a measure of your site's overall health.
Some factors that influence domain authority are:
Google doesn't use Domain Authority to determine your site ranking. But it's a good overall indication of how your site would rank against competing websites. For example, if two sites had equally good articles on a topic, the one with the higher domain authority would rank higher.
You can find your domain authority using keyword research tools like SEMRush and Moz. Letterdrop pulls in the score from Moz if you need it. To improve your domain authority:
Topical authority is a measure of a site's expertise on a specific subject or topic area. From Google's perspective, each website is an authoritative source of information on a select few topics. If your topical authority score for a topic is high, all your pages around that topic are more likely to rank well.
For example, here at Letterdrop, we create content around content marketing. Google now affiliates letterdrop.com with "content marketing". Say another site without high topical authority around content marketing publishes a post on "How to distribute your content". If Letterdrop creates an equally good post on the topic, it will rank higher since it has higher topical authority.
It's similar to how you would trust an accountant to tell you how to file your taxes more than a plumber. The accountant has high topical authority around taxes, but the plumber doesn't.
Many of the same factors that influence Domain Authority influence Topical Authority, except just at a topic level. Your site needs to:
Building topical authority is the only way to rank on Google for the audience you want to attract. Once you have a lot of articles around a specific set of related keywords in your niche, Google will start ranking those pages for relevant searches. Once users are on your website, if your site comprehensively covers the topic, they'll spend more time on your site and don’t have to bother looking elsewhere. Google will want to rank your pages higher since the bounce rate is low, and searches seem to be happy with the information on your site around that topic.
You need a concrete plan that you need to execute over months or years to build topical authority.
Page authority is a metric that tells you how a specific page will rank in search results. It is the overall strength of individual pages in a website. As with domain and topical authority, the higher a page authority score is, the better it is for your SEO and overall website standing. It’s worth noting that every single page within your website has its own individual page authority ranking.
Let’s look at some of the biggest reasons that influence page authority.
A higher page authority improves an individual page's rankings. Combined with high topical authority, this is what gets your pages around a content pillar to start ranking, even for competitive keywords.
Improving page authority is more straightforward than topical authority:
Now that we have a clear picture of what domain, topical, and page authority are all about, let’s look at how you prioritize them.
Domain authority more or less is a byproduct of building topical and page authority. There isn't anything that needs to be done explicitly.
Step one is to figure out topics you want to build topical authority for. You can ask your customers what they search for and use keyword research tools to figure.
Once you have your topics and keywords under each setup, plan it out on your content calendar. Create blog posts that provide the best answer for each keyword. Make sure that your page is performant and SEO optimized.
If you need help with any of these steps, Letterdrop takes care of all of this for you. All you have to do is focus on content.
You need to understand domain authority, topical authority, and page authority to invest in SEO seriously. Domain authority tells you how your site stack ranks against competitive sites in search results. Topical authority is how well regarded your site is on a certain topic. Page authority is how good your page is with respect to SEO.
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