In the Google world of Penguins, Pandas, and Hummingbirds, it can be somewhat difficult for a new cash-strapped business to get any decent action in search.
A whole variety of challenges can also hit businesses that have been around for awhile whenever a new update rolls out.
Recently, all of the shake-ups have resulted in something quite interesting on the first page of the SERPs (search engine results pages).
For many local queries with commercial intent, you will find nothing but authority sites like the Better Business Bureau, Yellow Pages, and BIG brands.
You just won’t see the little fly by night operations or the “mom and pop shops” so much anymore.
This is very good for the searcher since you can trust what you find online a little bit more these days.
Wait a second… I’m not saying that you can’t trust a mom and pop shop. I am saying that they will need to rethink their online marketing strategy if they intend to compete in this space. Rethink to move from the “build it and they will come” belief to “my expertise and reputation must speak out loud ONLINE for them to come”.
“Search engines try to measure personal (or organizational) authority the way people do.” — Eric Enge from Search Engine Watch http://searchenginewatch.com/article/2131604/12-SEO-Authority-Building-Tips
One of the biggest things you can do to build authority online and on your website is to gain trust.
An authority website is a trusted site. Usually the content on the site is extremely good, useful, full of value, and worthy of being shared on social media sites. An authority site is also respected and used by other industry leaders.
By the way, this is some good stuff here, wouldn’t you agree? If so, do me a favor and hit one of these social media buttons to share with others.
Whether you are a veteran business owner or a newbie, you must come to understand the need to create an authoritative presence online in everything you do.
If you have been in business for more than a year, you can be considered for accreditation with the Better Business Bureau.
If you have been in business for light years but are not accredited and you see the value of gaining new clients or customers from Internet search, you may want to reconsider since the search landscape is changing.
How to Leverage Your BBB Accreditation
If you have been accredited by the Better Business Bureau, you should be able to use their logo on your website.
How else can you build authority in your business website? Get authoritative back links.
“Backlinks are still the backbone of search, but getting other sites to link to you is another story. You cannot control this process; you can only influence it by attracting high authority links.” –Neil Patel from Quick Sprout http://www.quicksprout.com/2012/06/18/a-cheat-sheet-for-building-high-ranking-authority-without-cheating/
If you are an accredited business, you get a nice back link to your website. The BBB site is a very authoritative place to get an in bound link. How do you “attract” it? Get accredited.
The BBB.org site carries a Domain Authority of 96 out of 100.
In some cases and search queries, the only way you are going to beat the BBB.org site in Google is to PAY for advertising.
Traffic for some of these search terms will cost you $15 a click or more!
Authority status is becoming required online if you want to succeed. Small businesses, local businesses, and non-branded businesses have the most work to do. Leverage other authority sites whenever possible to build up your business online.
If your website is viewed as an authority in the eyes of Google, you will show up more often and closer to the top of organic search results.
Leveraging your BBB Accreditation is a decent contribution to your digital marketing strategy.
