Everyone knows about the influence that major search engines hold over the visibility of your website with SEO. However, no one has full access to the scales by which Google, Yahoo and Bing determine their search results.
This does not mean that there is no way to quantify and improve your position in search results. Website metrics such as Domain Authority and Page Authority can play an extremely vital role in helping webmasters understand how their websites are performing against competitors and beating them to the top of the search engine rankings. These scales have been proven to work in favor of sites that are looking for increased visibility within the major search engines.
For the uninitiated, Domain authority is a numerical value or score that is assigned to a domain indicating its ability to rank well on search engines. The Domain Authority score is computed using over 40 signals some of which include factors like linking root domains and total number of links.
A Page Authority on the other hand is a numerical value or score assigned to a web page to determine its ranking strength and is also based on a number of factors. Both Domain and Page Authority are measured on a 100 point logarithmic scale and are dynamic in nature. Improving them requires that you improve your overall SEO efforts and is no easy task.
Although this is tough it is still doable. Here are some top strategies to improve your domain rank and pagerank for improved visibility online.
Improve Strengthen and Diversify your link profile
The process of improving your link profile will help you to improve other measures of your domain by default.
Link building still plays a very powerful role in SEO. Google pays attention to the websites you link to as well as the websites that link to you. If you want to be an authority in your niche, it is important to build links with those that have “authority and trust” in Google’s eyes. In the same breath it is important for you to make sure that “ bad and spammy” sites don’t link to you as well.
In the past, you could buy a PR8 or PR9 link to one or two of your web pages and rise in the SERPS. But with webmasters gaming the system, this key factor has become diluted.
Instead, your website needs to be earning links from diverse authority websites. And these links should be spread across your site, not just to one or a few pages. If several trusted and high value websites are linking to lots of content on your website, it will be a strong indicator of your authority and relevance.
For this purpose, you need to be looking to build links from .gov and .edu domains. Do anything that you can in order to obtain these links – they are highly prized. Their rank also fluctuates much less than commercial sites. Many companies are able to create these links through community activity – business sponsorship of a charity event can earn the goodwill of local government and educational institutions, giving your domain authority a huge boost.
On the flip side, if you have built great links to your website, but are allowing low quality sites to link to you, you are essentially passing on your authority to spammers, essentially bringing down your authority.
So while you are working to gain those authority links, you must also cut off links that can affect your domain authority and a good way to do that is to make use of the free Disavow Tool from Google. Disavow is the best way to let Google know that you are no longer affiliating yourself with low ranking websites. The tool will ping Google servers to ignore the spammy or low quality links that you disavowed when it re-crawls your website. In many cases, the response happens within a couple of days, especially for sites that have many dead links.
The Google Disavow program will not catch everything though. You may have to manually go through your link profile and remove links from other sites that have fallen from grace.
You can also catch low quality or spammy links using tools in SEMRush, Moz and Ahref. These powerful tools usually let you analyze the quality and quantity of your backlinks and continually monitor and track links gained or lost over time on its dashboard. They will also help you manage your link building efforts and build a healthy backlink profile that will establish your domain authority.
Also pay attention to your internal link profile. It should be perfect, and you must be sure that your robots.txt file is not blocking access to any of your important pages. If you have changed the structure of your site, then you must restructure your link profile as well. Get rid of dead links and links to low ranking pages.
Your domain rank depends to a large extent on your individual page ranks. If you find that you have a low ranking page after your audit, you may want to eliminate it completely from your site or upgrade your content and restructure from there.
Increase the quality of content over your entire domain
Once you have cleaned up your link profile and have started your marketing campaign to link up with established and relevant link partners, it is time to give your website content a makeover. The major search engines now have the ability to penalize your site for anything ranging from thin content to unoriginal, poorly written, and grammatically incorrect stuff.
Structure your text using the AP (Associated Press) format. These little changes can make a big difference. Shorten sentences so that they can be read in short bursts. Break up long paragraphs with entertaining and relevant multimedia. All of these changes should greatly improve your bounce rate, which in turn will improve the overall rank of your domain. The more easily a human visitor takes in your material, the longer that person will stay. The average length of stay will definitely be taken into consideration by the major search engines when determining relevance and trust.
Update your content on a daily basis. If you do not have the capacity to create original content, then syndicate from a trusted source in your industry. Search engines love dynamic sites.
Also, create content that is linkable. Sites like BuzzSumo, Ahrefs Content Explorer, and Google Trends inspire great content generating ideas that new audiences are looking for. See what the leaders in your niche are talking about and reference them in your articles. Create infographics, throw in some special video content that is easily shareable and offer handy guides. Your audience will love it and this will build your authority.
Clean up your individual pages
Your sales funnel should be as streamlined as possible. In the past, it may have been advantageous to have a landing page for big keywords. Today, this is viewed as irresponsible by the major search engines. The weak pages will weigh on the pagerank of your stronger pages, especially if the pages are linked by a navigation bar or some other global asset. Cut down on the tricks of five years ago and provide your human visitors a streamlined experience from beginning to end.
In order to maximize each page authority ranking, and from that your domain rank, you should go through your entire site and audit every page that you want to keep.
A tool that can make this cumbersome job easy for you is Moz On Page Grader. It audits your individual web pages and gives you actionable insights to tweak your site and rank higher for your target keywords. You can also automate this task to quickly spot problems with your pages as soon as they occur.
Make sure that the content on that page is relevant and specific to that page. Remember to include keywords in Title, Meta-descriptions, body content, images and rich media that’s used within the article. On-page optimization plays a vital role in generating search traffic to your website. In addition to that, you also need to give importance to the ads that connect to it as the landing page. Check the bounce rate of individual pages and note any spikes or anomalies. Take it upon yourself to understand why your ads do not work for your pages with high bounce rates. You may have to re-organize your keywords for that particular page or eliminate it from your PPC campaigns completely.
Overall on-page SEO is very important. You need to have a healthy on-page keyword usage, offering variations of your main keywords while staying away from keyword stuffing. You can also add a widget on your sidebar promoting your latest and popular posts.
Create link juice by linking your pages to strong social media profiles
You can use your social media profiles to enhance the pagerank of individual pages. In the same way that you target certain keywords and phrases in your PPC campaign to certain deep pages, you can also target certain social media sites for certain pages as well. For instance – if your Facebook profile is doing all of the lead generation, then why are you taking those people to your landing page? You may be able to bolster the page authority ranking of one of your deeper pages if your links from Facebook go directly to it. Experiment so that you can determine the best outcome for your business.
This strategy is also quite viable for sites such as Pinterest and Instagram – sites that allow for a great deal of information to be processed outside of the realm of your domain. You do not have to worry about site speed issues, because your lead generation multimedia is on their servers, not yours. Use this fact to streamline your website even more to create more link juice. Link to different deep web pages so that you can spread the love around and improve the overall authority in your domain as well.
You can also connect and engage with high profile and authoritative figures in your niche and engage with them when you refer to your discussions with them on your website.
Although these tips may seem in depth, you can do them all for no money and relatively quickly. Take the time to audit your pages one by one and your site overall, and you will certainly see improvements in your search ranking!