How do we build authority

The difference between a website that gets 200 visits a month and 20,000 is backlinks. It’s night and day: if you don’t have authority on a relevant topic, Google won’t rank you anywhere near the first page.


Broken Links

There are multiple methods for building backlinks to your website, but the most friendly and helpful is notifying people when they have linked to a page that’s no longer available (404), and hoping they’ll link to you in return...More


Mike Taylor

Built a 50-person growth agency.
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Excel experience recommended.
1. Scenario
Ultra’s Offices – Quarterly Strategy Meeting
The hot topic being discussed is SEO: your blog content is good quality but not yet ranking on search engines. How do you build authority and start ranking on the first page of Google?
Dushyant Dixit
at Ultra

I think the quality of our blog content is great

But right now nobody is seeing it

Of course we all know SEO takes time

However if we don’t show tangible progress soon we won’t be able to justify the level of investment we’re at right now

The key issue has to be links

In my last company none of our content ranked until we got over 2,000 backlinks from a post that went viral

The rising tide lifts all boats…

We went from 200 to 20,000 visits a week

Of course we can’t expect to just go viral here with our skincare brand, that’s a bad strategy

But we can start building links

Let’s start with identifying broken links on competitor’s sites and redirecting them to us

Should be an easy place to start

This course is a work of fiction. Unless otherwise indicated, all the names, characters, businesses, data, places, events and incidents in this course are either the product of the author's imagination or used in a fictitious manner. Any resemblance to actual persons, living or dead, or actual events is purely coincidental.

2. Brief

In order to rank on Google you need authority. Google’s PageRank algorithm is somewhat of a popularity contest: if websites who have a lot of authority link to your website, they bestow authority on you, and your ranking increases. Of course the links still have to be relevant to the content that you produce. They also have to be legitimate: if our link profile looks unnatural like we’re buying links we can get penalized and de-indexed.

So we need to build authority in a legitimate way, ideally without spamming a bunch of people, or taking up a lot of time with websites that aren’t relevant. The cleanest, simplest and most useful way to do this, is to identify broken links to competitor websites. This occurs when other websites have linked to your competitor but the link is no longer working, it’s leading to a 404 page. This is an opportunity to contact the author and let them know, in the hopes that they’ll reciprocate and link to you as well, perhaps even replacing your competitor’s link with a link to your product instead.

3. Tutorial

Hey, let's do some broken link building. Uh, so we're going to use <inaudible>, uh, for this analysis. Uh, you can really do this in most of the SEO tools and potentially even, um, you know, use social operators to do this in Google.

4. Exercises
5. Certificate

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