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Authority Sites On The Rise
By Nelson Tan (c) 2009
As Web 2.0 becomes less of just a buzzword and more of a reality, the
types of sites webmasters need to publish will increasingly become
more important. In other words, mini-sites are slowly dying and
cookie-cutter article sites are on the way out as well. Web surfers
will become more value-focused and web companies will become larger.
Over the next few years expect larger conglomerates to be buying up
profitable websites in their chosen markets. Expect smaller sites to
either be bought or driven out of business. My intention is not to
scare you, but this outcome is inevitable.
Large businesses have always taken two approaches to their desired
markets. They either buy their competition or they push them out of
business. You want to be prepared when this trend begins on the
Internet.
Being a webmaster and online marketer, you should be preparing for one
of two scenarios. To position yourself for a buyout to a larger
company or to become the larger company that dominates your chosen
market.
Whichever route you choose is entirely up to you, but I would suggest
that it would be in your best interest to begin focusing on authority
sites. You can either start building them or turning your current
sites into them. Whatever your approach may be, I assure you it will
help you sleep better at night.
What Is The Definition Of An Authority Site?
A fairly comprehensible authority site definition was put forward by
Jason Dowdell of Global Promoter. Jason defined it this way:
"Authority sites are sites that have been linked to and referenced on
other web sites covering the same subject matter and they also will
have hundreds if not thousands of pages covering that subject matter
and nearly every facet of it."
That definition is one man's opinion, albeit a good one, but let us go
directly to the source. Many search engine optimization and search
engine marketing experts believe Google has derived their primary
algorithm from a document titled, "Hilltop: A Search Engine based on
Expert Documents".
The PageRank formula as we know it today was derived from this paper,
and the authors, Bharat and Mihaila, define an authority site in the
text below:
"We believe a page is an authority on the query topic if and only if
some of the best experts on the query topic point to it. Of course in
practice some expert pages may be experts on a broader or related
topic. If so, only a subset of the hyperlinks on the expert page may
be relevant."
"In such cases the links being considered have to be carefully chosen
to ensure that their qualifying text matches the query. By combining
relevant out-links from many experts on the query topic we can find
the pages that are most highly regarded by the community of pages
related to the query topic. This is the basis of the high relevance
that our algorithm delivers."
What we have reprinted above is the foundation of the PageRank system
and the determination for deciding which sites will be authorities. I
highly recommend you read and re-read the full document until you
understand every aspect of it.
What Are the Components of an Authority Site?
Allow me to present you with a diagram
(http://www.contentdesk.com/authoritymap) that dissects your typical
authority site. As you can tell from the diagram, a considerable
number of components and systems must be in place for the authority
site to function profitably and reap the benefits of the "Authority
Site Formula".
The Authority Site Formula = Visitor Optimization (VO) + Content
Optimization (CO) * Creative Marketing (CM)
A simple question must be asked. What do 99.9% of authority sites
provide? In a sentence, an incredible amount of original content and a
superb visitor experience. The search engines want you to succeed and
they want you to generate revenue, but you have to play by their
rules. In the future, focus your efforts on visitor optimization and
content optimization instead of search engine optimization.
What Is The Anatomy Of An Authority Site?
About.com is the definition and was the original authority site. Their
site has a generic domain name and hundreds of subdomains on different
topics.
Your authority site should take the same approach, but not on such a
general level. If you launch an authority site, it should be geared
towards a well-defined and large market. After you launch the site and
generate some traffic, you should create subdomains that cover
specific areas inside that larger market.
For example, Diabetic-Resources.Com is not an active site; but if it
were, then a typical authority site setup would be something like:
• http://supplies.diabetic-resources.com
• http://diet.diabetic-resources.com
• http://insurance.diabetic-resources.com
• http://symptoms.diabetic-resources.com
• http://treatment.diabetic-resources.com
Using this approach, you are able to target your general market while
generating more targeted traffíc pertaining to related sub-markets.
As a rule of thumb, the index pages on your domains and subdomains
should be more focused on content, but the article and commentary
pages should be more focused on advertising. Just do not ever lose
sight of the most important aspect of your site, which is visitor
experience otherwise known as visitor optimization.
What Does It Take To Create An Authority Site?
You want to create a site that generates thousands of visitors a day
mainly through the major search engines, and would ultimately be the
one-stop source for information in that particular market.
Your site must employ 3 traits to become an authority site. Let's
discuss all 3 necessary aspects:
Dynamic: You should have as many RSS feeds as you can muster to
incorporate throughout your site. Your visitors need to be able to
receive RSS feeds for any keyword, category or archive as well as
create their own. One feed is no longer enough to satisfy your
visitors.
Interactive: You should be engaging the minds of your visitors at all
times using surveys, commenting and feedback. Make these features easy
for your visitors and your site will grow exponentially. Why? Because
they feel like you actually care about them. Interaction is a powerful
tool and creates a sense of community on your site.
Consistent: You should post to your blog often, and you should always
provide quality and original content. That doesn't mean you need to
produce 800-word articles 3 times a week. Your goal should be to
become a news master. You need to be an "authority" on the news
happening in your niche.
If you follow the steps and guidelines listed above, then you will be
on your way to being the owner of an authority site.
About The Author
Nelson Tan is the webmaster behind Internet Mastery Center. Download
$347 worth of Free Internet Marketing gifts at
www.internetmasterycenter.com.
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