Essentially, an authority is a person or an institution which has the final say on a particular matter. The authority decides what is right or wrong and others follow their lead. But while this word may be used to refer to government or supervisory institutions, authority can also be a source of information.
Examples of Authority
For example, at one point the New York Times was the authority on the news. Their perceived objectivity and stringent verification procedures means that if a piece of news was printed on the New York Times, then it must be true. It was the same thing for CNN, and they even had videos as proof. For facts about infectious diseases, the CDC is the final authority. For space topics, it’s NASA. Scrabble players consult the Webster’s dictionary to determine whether a particular word exists or is spelled correctly.
For sports fans squabbling over trivia, they can consult ESPN or Sports Illustrated in order to determine who’s right. Who was drafted first before Michael Jordan? Once they see what these websites say on the matter (Akeem Olajuwon and Sam Bowie) then there’s no need for further research to confirm the information. The fact that ESPN and Sports Illustrated are highly respected by sports fans means that when these websites say something, then it’s a fact, not hearsay.
Google itself is an authority on just about every topic under the sun—or beyond the sun for that matter. In fact, Google is so popular that the word Google itself is used as a verb to denote researching about a topic. Before Google, other search engines served up websites for your keywords that didn’t necessarily provide what you wanted. But when Google came into the picture, its ability and commitment to give you the websites you needed made it the de facto search engine for the vast majority of Internet users. Nowadays it may direct you to Wikipedia, which many people consider an authority website as well. In other words, an authority is someone or something that others trust.
Building an Authoritative Website
It’s not a coincidence that the word author is in the word authority. Some authorities are said to be so knowledgeable about a particular topic that they “wrote the book” on the topic. Sometimes this is even literally true, as in the case of math and science professors in MIT, Caltech, and Rensselaer Polytechnic Institute (RPI).
And that’s what you have to bring to your website. You have to demonstrate your knowledge and expertise about your particular subject, and then spread the word about it. Your website must contain factual and up-to-date information. And you have to go into other forums and blogs so you can discuss your niche intelligently and prove to others that you are a credible source.
Google won’t be able to understand what you are writing, but they can discern the signs of your authority. These signs include other websites mentioning your site or including links to your site. The increase in site visitors as well as the length of time they spend on your website will also help build your authority.. And when Google recognizes your authority on the subject, it won’t be long until you increase your ranking on the search results.
When it comes to providing services, not all companies are the same. Some companies offer better services, others offer better rates, and then there are also those who offer better services AND rates. This principle applies to SEO companies as well, and this is something that you need to realize if you are a small business owner in need of help with SEO for your website.
On the face of it, it may seem like bigger SEO companies would be an obviously better choice than smaller firms. After all, a bigger company employs more people which means they’ll be able to work on your project in a timely manner. But a closer inspection belies this. In fact, in most cases it may be better for you to work with a small SEO firm.
Here are the reasons why it’s better to work with a small SEO firm:
1.Big SEO companies tend to have more customers. Now this may be a good thing for the SEO company but it’s not always advantageous for you, the customer. That’s because your website is likely not going to be given enough attention. When you work with smaller SEO firms, you’ll get a personalized service and it’s highly possible that more time and manpower will be devoted to your project.
2.Big SEO companies often focus on big clients. If you are a small business owner and your project costs less than the projects of their bigger clients, then it follows that you won’t be categorized as high priority for the SEO company.
3.Big SEO companies usually offer generic solutions. That’s because using generic solutions seem to be a more efficient method for them considering the size of their clientele. On the other hand, smaller SEO firms generally offer customized solutions tailored for your precise needs and circumstances.
4.Big SEO companies adopt “corporate” practices. Take customer support, for instance. Bigger companies tend to be open only on certain hours of the day. This is normal for larger firms. But for smaller SEO companies, customer support may be available at all hours of the day. Keep in mind that if you are new to online commerce and marketing, being able to have your questions answered during odd hours can be crucial.
5.Big SEO companies are not always stable. Don’t think that just because they are an established company they won’t fold up. Large companies go bankrupt all the time and this is especially true for the SEO industry. What if you invest a significant amount of money on an SEO package and the company goes bankrupt?
Essentially, as a business owner you have to consider two basic things when choosing an SEO company. First, you need to know just how good they are at what they do; and second, you also need to find out if they will be able to give your website the time, effort, and attention it needs to rank high on Google.
Working with a huge SEO company may have its perks but if you want personalized and dedicated service, you are likely to find it from a small SEO firm.