Rank and authority go hand in hand only when that rank is persistent. You have two kinds of authority: one that pertains to your individual pages and one that relates to your entire domain. For example, yourdomain.com could persistently rank for one or more of your keywords and that probably means all or most of your content is deemed outstanding by the search engines. On the other hand, one or more of your pages could rank for keywords that they were built around – which is also good, but goes to show that your entire site is not yet up to the mark. 

It is obviously more difficult to rank the entire domain compared to individual pages, but as you may have guessed, if the pages don’t measure up, your domain never will. We are going to focus on increasing page authority and, in time, this will give you the overall domain authority that everyone is after.

Going Deeper:

You probably already know that internally linking your pages is a good idea – it connects all parts of your site and makes it more search engine friendly. However, there are specific ways to achieve this, especially if you have more than one category of posts on your blog. Ideally, you should have what is often called a ‘cornerstone post‘ that centers on a single keyword as well as pillar posts that are simply extraordinary posts. Now create a content cluster around such posts. Target the pages that they are on and create a number of useful but considerably shorter posts that can logically lead into the longer one.

Summary: create a content cluster and focus on getting one page to the top by pointing about 4 times more links to it than to any other page in the same cluster. Assuming you have good content overall, that single page is going to have persistent ranking.

There is something else: whether you target one keyword or a dozen, when you are linking to the focus page, use variations of them in the content of the linking pages as well as in the anchor texts. Repeating the keyword or phrase over and over again in, say, 30 odd pages, is definitely not a good idea.

Also, send more backlinks (which is something you should study as a separate subject) from external domains to the target page as also links from your primary pages (e.g. Home, About). Finally, fix broken links – you might want to use 301 redirects while doing that.

Try Vlogging:

Well, a vlog is actually a blog that uses only or primarily videos but the occasional video on a standard blog is always recommended. Google seems to believe that pages that have videos on them have been built with much care and, therefore, tend to like them a lot. Visitor engagement is also increased if the videos are actually viewed (which happens only when your visitors are surfing on sufficient bandwidth). If not, a transcript will come in handy both for human visitors as well as for search bots who cannot view videos or images.

While creating videos, try not to create any on subjects that already have enough good ones. Sometimes, you might find that there aren’t ‘enough good ones’ – that’d be your cue to make one of your own. At others, you might find that there is sufficient search volume for a particular variant of a main key phrase but not enough videos – there you go.

Remember that video is a visual medium and you ideally should not be conveying your message through speech. That would be like providing your viewers with a reading session of an article, starring you! You have podcasts for that, if that’s your thing. Test your videos by showing them to your friends especially if you are creating instructional ones just to see if you are making sense. And when you are satisfied, start promoting them.

Be the Authority:

To have an authority page is to have content that is created by an expert which provides real and lasting value to your viewers. You could be that authority, or you could consult authorities – or both. In any case, make sure your content reads like an informative, scholarly article but has a reader friendly tone and diction. The reader should get all the information they were looking for and they should want to bookmark it for future reference as well as use your social sharing icons to spread the word about it.

We understand that this is not easy, but you must understand that it is not too difficult either. So long as you don’t focus on churning out articles because someone told you regular posting is a must, you’ll do just fine. Research, write, edit, review, revise – that’s more or less how it goes when you decide to write a paper on something. If you are serious about being an authority (and not just ranking occasionally for a keyword or two), this is how your articles should be written, and with proper citations to prevent them from becoming merely opinion pieces. If you keep at it, Google’s oh so scary updates will be your friend and you will rank in a while and be cited as an authority in a little while more.