What is the Authority and how does it affect Digital Marketing?

    Authority is one of those words that does not change depending on the context, not even at the level of digital marketing.

    However, the way to gain authority on the web requires different techniques than those applied in the offline world.

    Digital authority: a concept with many definitions.

    On the Internet, the word authority is associated with various technical terms, we have for example:

    Domain authority:

    This is a metric that you should take into account within web analytics, especially when generating Off Page SEO Services strategies and building referral links to your website.

    Remember referral traffic , it looks at all the visitors that come to you from third-party websites, but if those sites have more domain authority than yours, it helps increase the authority, quality and credibility of your brand.

    Page Authority:

    It is one of the indicators that Google uses to evaluate the quality of a website, along with the experience and level of trust that it transmits to both the audience and other experts in the sector.

    When talking about page authority, it refers mainly to the degree of relevance and credibility that a certain website inspires, so that visitors feel safe and confident to consume the content, quote it or make a purchase.

    Lastly, brand authority:

    Here we can talk about the personal brand as well as the business brand, it is also known as authority marketing, and it consists of the degree of prestige or reference that a certain brand has in the collective unconscious.

    For example, when talking about high-end smartphones, perhaps many thinks of Apple: just as when talking about online search engines, the vast majority see the Google Chrome logo.

    What is the correct definition?

    In reality, all three ways to approach digital authority are based on building credibility, quality content, and a value proposition that truly interests a particular audience.

    You must be clear about one thing, when speaking of authority on the Internet, reference is made to the positioning of a brand or domain compared to other websites in the same sector, which tend to constantly cite or refer to it.

    An example of this would be visiting websites that talk about inbound marketing and discovering that almost all of them mention HubSpot one or more times .

    How to create authority for your brand.

    We have already given several clues about some strategies that can help you improve the authority of your brand, but we have decided to go a step further and explain some of the techniques that we usually use.

    1. Content Marketing:

    The first and foremost thing is to generate a content grid that really meets the needs of your target audience. It’s all about creating the backbone of your conversion funnel.

    How will you do this? Very simple, generate questions that answer the concerns of your prospects from the moment they find you until they buy from you, create material that allows them to delve deeper into the subject and above all, explain to them how you can help them.

    2. Make use of SEO:

    We are talking about SEO in every sense of the word, both internal (On-Page) and external (Off-Page). But from an authority point of view, it is imperative to choose good sites that refer to your content.

    Look for brands that already have a higher domain authority than yours and that may be interested in the content you write on the company blog. Also, find out if they accept guest blogging, so you can post yourself on that page.

    The idea is to create enough outgoing links to the content of your website, to gradually increase the reputation of your domain and the quality of your page, connecting with potential allies in the digital world.

    3. Social media:

    Social networks also boost the authority of your brand, especially if you manage to create content with a high level of engagement.

    Authority on social media is based more on what you contribute to your community than on what you say about yourself. What does this mean?

    Simple that your authority will grow to the extent that you answer user questions, provide quality contributions, give advice or provide information that reduces the learning curve of your audience with respect to a situation.

    4. Branding:

    Finally, another way to achieve notoriety and positioning in the minds of customers is to have a presence in third-party events, magazines, and digital media. A job that falls to the experts of PR Digital.

    Public relations are a determining point in the degree of authority that a brand, company or person has, because it is based on creating alliances and showing the human side of a business.

    For example, if you sell vegan food, you should not only care about the health of your consumers, but also the protection of the environment, thus maintaining a green discourse and fitness.

    Summary of the post and frequently asked questions about authority:

    What is digital authority?

    It is the degree of credibility and influence that a brand has within a specific sector. For example, within the world of green automotive companies, Tesla is the most authoritative brand.

    How is the authority of a domain measured?

    Domain Authority is an indicator that was developed by SEOmoz to rank websites on a scale from 1 to 100.

    For obvious reasons, a website that is just starting out would be rated 1, but as long as it publishes content, meets usability standards, provides a good experience, and is referred by third parties, its value will increase.

    What is page quality ranking according to Google?

    Google measures the quality of web pages according to several parameters, one of which includes the famous Google EAT, which stands for Expert, Authority and Trustworthiness.

    As you can see, authority is one of the requirements that Google evaluates to determine whether or not it is worth displaying the content of a certain page, define its security level and give it better positioning within the search ranking.


    Authority is the degree of credibility and influence that you have over a group of people, who tend to cite your ideas, follow your advice and even share your content.

    To achieve brand authority and not lose it, it is essential that you seek advice from experts in the field, because in the digital world, authority works like a sword of Damocles, causing a bad comment to end up destroying businesses, companies, and careers.

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