Content marketers and big names in the business swear by online authority. Thousands of bloggers talk about why and how serious marketers need to start building their authority online as soon as possible.
So how do you build online authority?
You do it by providing value in your field of expertise. It requires some generosity because unless you give your hard-earned knowledge away freely, people are not going to come back to you for more. You act as a repository of knowledge about something in particular and you actively engage with people to find out what their problems are and solve them.
So when they face any issues, you’ll know for sure that they’ll come back to you for help. In essence, you are the online authority on that subject.
The most famous example to demonstrate the effect of authority on people is the Milgram obedience experiment. Copyblogger also has extensive material talking about why you need to build your online authority and how to do it.
But there is another practical reason that you need to factor in –search engine ranking. It’s no secret that ranking high in SEO will drive a ton of traffic to your site. And Google is rolling out a new search engine algorithm signal: Google author rank. Originally every time your content is ranked highly or you are associated with a high ranking website, your site gets a bit of link love.
With author rank, your content is going to be tied in with your Google identity so every time you post something Google will rank you as well the content. And online authorities are naturally going to have high author ranks because they’re well established as experts in their field online.
Building online authority is not an easy task. It takes time, effort and content that users will find truly useful. But once you’ve become one you can command huge amounts of traffic and conversions.
What are your thoughts on online authority? Let us know in the comments.