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Turn Digi
Actionable Tips to Increase
the Authority of Your Website
Lily Ray
April 30th
@TurnDigi @lilyraynyc
Lily Ray
Director of SEO
@lilyraynyc
What does “website authority”
even mean?
@lilyraynyc
Third-Party
SEO Authority
Metrics
@TurnDigi
Domain Rating
Alexa Rank
Authority Score
Visibility Index
NetPromoter Score
@lilyraynyc
Domain Authority
None of these scores are
used by Google.
They are not ranking factors.
@lilyraynyc
So, what can we
use to gauge
website
authority?
@lilyraynyc
How is E-A-T measured?
@lilyraynyc
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
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
Signals that *might*
correlate with authority
@lilyraynyc
Methodology
@lilyraynyc
Leverage Real Experts
@lilyraynyc
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
Improve Content & Usability
@lilyraynyc
● 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
Use Structured Data
to Support E-A-T
@lilyraynyc
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
@lilyraynyc
Optimize Your Knowledge
Panel
@lilyraynyc
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
Google is Paying Attention to Who The
Experts Are
@lilyraynyc
Include More Information in
Your About & Author Pages
@lilyraynyc
Don’t know what
information to include
about your authors?
Check out the available properties for
Person Schema.
Google helped create them.
@lilyraynyc
@lilyraynyc
Consider Your *External* Links
@lilyraynyc
“A [website] is known by
the company it keeps.”
- Aesop*
@lilyraynyc
*he didn’t actually say that
@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?
Bonus:
Coronavirus Response
@lilyraynyc
How do you want your
brand to be remembered
during this time?
@lilyraynyc
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
@lilyraynyc
Thank you

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Actionable Tips to Increase Your Website Authority - Lily Ray

  • 1. Turn Digi Actionable Tips to Increase the Authority of Your Website Lily Ray April 30th @TurnDigi @lilyraynyc
  • 2. Lily Ray Director of SEO @lilyraynyc
  • 3. What does “website authority” even mean? @lilyraynyc
  • 4. Third-Party SEO Authority Metrics @TurnDigi Domain Rating Alexa Rank Authority Score Visibility Index NetPromoter Score @lilyraynyc Domain Authority
  • 5. None of these scores are used by Google. They are not ranking factors. @lilyraynyc
  • 6. So, what can we use to gauge website authority? @lilyraynyc
  • 7.
  • 8.
  • 9. How is E-A-T measured? @lilyraynyc
  • 10. 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
  • 11. 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
  • 12.
  • 13. Signals that *might* correlate with authority @lilyraynyc
  • 16. 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
  • 17. Improve Content & Usability @lilyraynyc
  • 18. ● 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
  • 19. Use Structured Data to Support E-A-T @lilyraynyc
  • 20. 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
  • 23. 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
  • 24. Google is Paying Attention to Who The Experts Are @lilyraynyc
  • 25. Include More Information in Your About & Author Pages @lilyraynyc
  • 26. Don’t know what information to include about your authors? Check out the available properties for Person Schema. Google helped create them. @lilyraynyc
  • 28. Consider Your *External* Links @lilyraynyc
  • 29. “A [website] is known by the company it keeps.” - Aesop* @lilyraynyc *he didn’t actually say that
  • 30. @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?
  • 32. How do you want your brand to be remembered during this time? @lilyraynyc
  • 33. 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