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Actionable Tips to Increase Your Website Authority - Lily Ray

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Actionable Tips to Increase Your Website Authority - Lily Ray

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Check out my slides from the Turn Digital online conference on April 30, 2020 about increasing your website authority.

Check out my slides from the Turn Digital online conference on April 30, 2020 about increasing your website authority.

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Actionable Tips to Increase Your Website Authority - Lily Ray

  1. 1. Turn Digi Actionable Tips to Increase the Authority of Your Website Lily Ray April 30th @TurnDigi @lilyraynyc
  2. 2. Lily Ray Director of SEO @lilyraynyc
  3. 3. What does “website authority” even mean? @lilyraynyc
  4. 4. Third-Party SEO Authority Metrics @TurnDigi Domain Rating Alexa Rank Authority Score Visibility Index NetPromoter Score @lilyraynyc Domain Authority
  5. 5. None of these scores are used by Google. They are not ranking factors. @lilyraynyc
  6. 6. So, what can we use to gauge website authority? @lilyraynyc
  7. 7. How is E-A-T measured? @lilyraynyc
  8. 8. There are “millions of baby algorithms that look for signals in pages and content” that work together to conceptualize E-A-T and YMYL. Sorry! There is no E-A-T or YMYL score. @lilyraynyc
  9. 9. There are “millions of baby algorithms that look for signals in pages and content” that work together to conceptualize E-A-T and YMYL. Sorry! There is no E-A-T or YMYL score. @lilyraynyc
  10. 10. Signals that *might* correlate with authority @lilyraynyc
  11. 11. Methodology @lilyraynyc
  12. 12. Leverage Real Experts @lilyraynyc
  13. 13. Leveraging Experts If you or your authors lack expertise, collaborate with real experts, or have them review or contribute to your content. Use their names throughout this process, and link to the relevant places they are mentioned online. @lilyraynyc
  14. 14. Improve Content & Usability @lilyraynyc
  15. 15. ● Jumplinks for easy navigation/UX, especially on mobile ● Nice aesthetic and easy to read ● Author and medical reviewer listed with links to their bios ● Evidence-based label with additional context on what that means ● The content is neutral and cites all sources ● Shows disclaimers & both sides of the story, including controversies ● In-line clickable citations to sources with additional context & fact-checking @lilyraynyc
  16. 16. Use Structured Data to Support E-A-T @lilyraynyc
  17. 17. Using Schema to Support E-A-T ● Person ○ affiliation ○ alumniOf ○ award ○ brand ○ hasCredential ○ hasOccupation ○ honorificPrefix ○ honorificSuffix ○ jobTitle ○ sameAs ● Organization ○ address ○ duns ○ founder ○ foundingDate ○ hasCredential ○ knowsAbout ○ memberOf ○ parentOrganization ● Author ● reviewedBy ● Citation ● knowsAbout ● affiliation Some Examples (many more where this came from): @lilyraynyc
  18. 18. @lilyraynyc
  19. 19. Optimize Your Knowledge Panel @lilyraynyc
  20. 20. Get your brand and your experts in the Knowledge Graph. ● Get in the Knowledge Graph (read Jason Barnard’s SEJ article) ● Claim your Knowledge Panel ● Use structured data to disambiguate your entities ● Use Knowledge Graph API search to monitor your “relevance score” (Carl Hendy tool) ● Use your Knowledge Graph URL and other places you are mentioned in SameAs Schema @lilyraynyc
  21. 21. Google is Paying Attention to Who The Experts Are @lilyraynyc
  22. 22. Include More Information in Your About & Author Pages @lilyraynyc
  23. 23. Don’t know what information to include about your authors? Check out the available properties for Person Schema. Google helped create them. @lilyraynyc
  24. 24. @lilyraynyc
  25. 25. Consider Your *External* Links @lilyraynyc
  26. 26. “A [website] is known by the company it keeps.” - Aesop* @lilyraynyc *he didn’t actually say that
  27. 27. @lilyraynyc Use your crawler of choice to analyze the domains you link out to most. Are they authoritative? Do you trust them? Do you want to be associated with them?
  28. 28. Bonus: Coronavirus Response @lilyraynyc
  29. 29. How do you want your brand to be remembered during this time? @lilyraynyc
  30. 30. Your brand has a unique opportunity to improve its authority (and reputation) in light of coronavirus. @lilyraynyc ● COVID-19 Schema ● COVID-19 announcement on GMB ● COVID-19 FAQ page (plus FAQ schema) ● Google Merchant Center is free! ● Telehealth link on Google My Business ● Pivot your business strategy to support the new reality ● Waive/reduce fees ● Donate to charity
  31. 31. @lilyraynyc Thank you

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