What Is SEO Ranking Authority?
Authority and relevance are the prime ways search engines gauge what your MSP business has put online then deliver a ranking. Plenty of links are authoritative but have no relevance. Plenty of links are relevant but have no authority. A balance of the two puts a link at the top of SERPs, or Search Engine Results Pages. But, how do you build authority? Relevance is easy enough, authority is another question.
Building Ranking Authority
SEO authority basically has to do with links and mentions. When many other people mention your products or services and post links to your site, that establishes you as authoritative. The key is getting others to reference you, then optimizing those mentions for maximum marketing impact. Following, we’ll explore a few ways to do that:
Launching Tools That “Listen” for Mentions Online
Your MSP business would do well to use sites like talkwalker.com as a means of socially “listening” for mentions. Setting up such options is straightforward enough. You just go to the site and sign up, then you’ll receive regular notifications when you’re mentioned for one thing or another.
You may be surprised where your site is mentioned. This will additionally help you determine how you’re perceived in the market presently. You can also watch for competitors. The key strategy here, though, is learning where you’re mentioned in a diverse capacity so you can co-opt those mentions into building authority online.
When You Find a Page with a Mention, Check It for Links, Reach Out
Once there’s a mention on a page, provided there’s a link to that page, you’re good to go–you just got some free content authority in the eyes of a search engine. However, there will be instances where you find your company mentioned on a page with no attached link.
Here’s how you get around that: reach out to the author of the page, and ask them to publish a link in the mention on their site. Give them a good link–one primed to funnel prospective customers to a salesperson or the most amenable page on your website.
Promote the Author as Incentive to Link Your MSP, Thank Them Publicly
A great way to get the author of a site to add a link to their mention is to send them a message showing how you promoted them on your own site. Basically, you post a link in your content to the page where they mentioned you, then message them to thank them including that link. You’ve just given them free publicity. You ask, when you send out that message, if they’d be willing to add a link to their mention of you. Then be sure to thank them publicly when they add the link.
To help your MSP business expand online visibility, it’s fundamental to co-opt both relevance and authority in your SEO outreach technique. Social listening, reaching out, cross-promoting those who mention you, and publicly thanking them represent some excellent tactics toward this outcome.