If you are in charge of corporate web or marketing , you may have seen the word "authority", but do you know its specific meaning and content?
Authority, which means "authority", is one of the indicators that are emphasized in SEO . By increasing the authority of your website, it will be easier for your entire site or page to rank higher in search results.
This time, we will introduce the meaning and types of authority, the SEO effect, how to check it, and how to increase it.
What is authority in SEO
Authority is a term that refers to a person who has authority in a particular field. Literally translated, authority means authority and prestige.
In SEO, it is an index that indicates whether a website is authoritative or trustworthy. Sites with many citations and references from sites dealing with the same theme tend to have high authority.
By increasing the authority of your website, it will be easier for you to rank higher in searches and to be indexed more easily.
One of the EATs
Authority is one of EAT, which is an index in the search quality evaluation guidelines.EAT is an acronym for Expertise, Authoritativeness, and Trustworthiness.
Evaluation criteria for article quality in search quality evaluation guidelines
Google emphasizes EAT, which includes authority, when evaluating page quality.
The amount of expertise, authoritativeness, and trustworthiness (EAT) is very important.
・ The expertise of the creator of the MC.
・ The authoritativeness of the creator of the MC, the MC itself, and the website.
・ The trustworthiness of the creator of the MC, the MC itself, and the website.
Especially emphasized in the YMYL genre
High authority is especially important in YMYL genre SEO. YMYL is an acronym for "Your Money or Your Life" and refers to genres that require specialized knowledge such as money, health, and medical care.
Since YMYL genre sites often deal with important themes that affect the lives of searchers, Google does not display pages with incorrect information on the search screen.
Even if a site with low authority handles the YMYL genre, it is difficult to display it at the top of the search results.
Type of Authority
In marketing and SEO, there are the following terms related to authority. Let's check it together with the authority.
Authority site
An authority site is a site that contains primary information and is often used for research. Typical sites include the sites of public institutions such as the Ministry of Health, Labor and Welfare and the Ministry of Finance, and the sites of companies that represent the industry, such as Google and Apple.If you want reliable information about tomorrow's weather, the site of the Japan Meteorological Agency is often used, and if you want to check accurate information about income tax, the site of the National Tax Agency is often used. It contains a wealth of accurate and reliable information, and is quoted and referenced on various websites.
In other words, a site that many people have an image of as trustworthy can be said to be an authority site.
Domain Authority
Domain authority is a numerical value from 0 to 100 by the SEO tool provided by MOZ, and is sometimes called domain power. MOZ is known as a tool that can check domain authority.Domain authority is not an official Google metric and does not affect search rankings. The domain authority number should not be seen as an absolute metric, but rather as a relative number with respect to competitor sites.
Page authority
Page authority is a quantification of how a page is rated by search engines. The basic mechanism and concept is the same as domain authority.Even sites with high domain authority can have pages with low page authority.
How to find out the Authority of a Domain page
Domain page authority can be quantified with the following SEO tools:There are cases where the authority value differs depending on the tool, so basically use the same tool.
MOZ
MOZ is a tool that allows you to check the domain authority used around the world. In addition to domain power, you can analyze your own site and competitive analysis.To check the authority of a domain page in MOZ:
1. Open the MOZ official page
2. Log in
3. Click the yellow button of “Find out now” in the blue banner
4. Enter the domain you want to search in the blank in the center and click “Find Competitors” on the right ”
Ahrefs
Ahrefs is an SEO tool used by 600,000 people worldwide. In addition to checking the authority of domains and pages, you can use various functions such as checking backlinks and obtaining related keywords.
In ahrefs, Domain Authority is displayed as Domain Rating (DR) and Page Authority is displayed as URL Rating (UR), but the meaning of the numbers is the same.
In ahrefs, Domain Authority is displayed as Domain Rating (DR) and Page Authority is displayed as URL Rating (UR), but the meaning of the numbers is the same.
Ubersuggest
Ubersuggest is a free SEO tool. As with ahrefs, various functions are available. Ubersuggest displays DOMAIN AUTHORITY and PAGE AUTHORITY, but the meaning of the numbers is the same.SEO effect of authority
Easier to rank higher in search
By increasing your authority, you can expect an SEO effect that makes it easier for your search ranking to rise.Authority is not a determining factor in search rankings, but Google takes EAT, which includes authority, into consideration when evaluating page quality. In other words, increasing the authority of your site as a whole will indirectly affect your page's search rankings.
If the authority of the site is evaluated as high, the newly posted articles will also be considered to have high authority, so it will be easier to improve the search ranking at an early stage. In addition, existing articles will also be affected by the authority of the site, and the search ranking will increase.
Easier to Index
By increasing your authority, new articles will be more likely to be indexed.Indexing means that a web page is registered with Google. Even if a user searches for a keyword, the web page will not appear in the search results if it is not indexed.
In normal cases, it will be automatically indexed within 3 days to 1 week after the web page is published. However, low authority sites or sites that have just launched can take anywhere from two weeks to a month to be indexed.
By increasing your authority, you can encourage crawlers to go around and reduce the time it takes to be indexed.
How to increase your website Authority
There are three ways to increase the authority of your website.・ Operate for a long time
・ Create high-quality content
・ Acquire useful backlinks and citations
Operate for a long time
By running a website for a long time, you can increase the authority of the website. However, if you get a domain and leave it alone, you will not get a good reputation from Google. It takes a certain amount of time for your website to be evaluated by Google, so it's important to keep updating your site.
Google regards EAT, including authority, as an important indicator when evaluating the quality of articles. If you write low-quality articles, your website will be rated as having low authority.
However, if you buy backlinks or get too many backlinks from low-quality content, Google will consider you to be in violation of its guidelines and may be penalized.
To increase your authority, it is important to get backlinks from highly relevant and authority sites.
Create quality content
Creating high-quality content is also important to increase the authority of your website. However, mass production of articles is not effective.Google regards EAT, including authority, as an important indicator when evaluating the quality of articles. If you write low-quality articles, your website will be rated as having low authority.
Earn useful backlink citations
Gaining useful backlink citations can increase the authority of your website.However, if you buy backlinks or get too many backlinks from low-quality content, Google will consider you to be in violation of its guidelines and may be penalized.
To increase your authority, it is important to get backlinks from highly relevant and authority sites.