What is Authoritativeness Online?
If you pay attention to conversations about SEO (search engine optimization), you’ve probably heard the term “authoritativeness” a few times. Authoritativeness is one of the most important factors Google evaluates when ranking content for search engine results pages (or SERPs). But what exactly makes a piece of online content authoritative?
Today, we're digging into the meaning of this term to help you understand why it's such a hot topic in the world of web content and SEO. We’ll also get specific about what makes content authoritative and how Acadia Content Solutions can help you produce this type of content more easily and consistently.
What Does Authoritativeness Mean?
According to the Merriam-Webster Dictionary, authoritativeness refers to the quality of “possessing recognized or evident authority” and being “clearly accurate or knowledgeable.”
In web content writing, authoritativeness refers to the credibility and subject-matter authority of a piece of content. To demonstrate this authority to search engines, content should be relevant to a certain topic or industry, providing in-depth analysis, solid research, and useful insights to its readers. Authoritativeness is one component of the popular E-E-A-T content-strategy motto — experience, expertise, authoritativeness, and trustworthiness.
The current top-ranking Google search result on this topic says “authoritative content is simply content that provides meaningful information to readers” (Newstex, 2023). But it’s actually a bit more complicated than that. To demonstrate authoritativeness in your online content, you have to go above and beyond to show you’re a credible and reliable source of trustworthy and high-quality information on a specific topic. Publishing meaningful information alone without tending to the other aspects of authoritativeness won't do much for your overall SEO strategy.
For websites that are “just for fun,” authoritativeness isn't nearly as important. But for professionals in the legal and medical spheres (like our clients at Acadia Content Solutions) publishing authoritative content online should be a key pillar of your content marketing strategy.
Authority vs. Authoritativeness
Authority and authoritativeness are both talked about a lot in the web content world, but they’re not exactly the same thing.
Authoritativeness is more concerned with the quality of a specific piece of content. Content that’s credible, reliable, and useful to the reader is considered authoritative.
Authority can refer to several things, including domain authority (also known as website authority), source authority, or author authority. Having domain authority for your website — and author authority for yourself and your content writers — can contribute to the authoritativeness of your content.
8 Ways to Demonstrate Authoritativeness in Your Content
Understanding authoritativeness is one thing — figuring out how to actually apply it is another. Here are eight practical ways to make your online content more authoritative.
Publish Trustworthy Content That’s Valuable and Relevant
The best way to cultivate authoritativeness online is to publish valuable content on topics relevant to your industry. To ensure your content hits the mark, partner with a specialized content expert with industry-specific experience and knowledge. For example, at Acadia Content Solutions, we specialize in creating authoritative content for businesses in the legal and medical fields.
When it comes to building authoritativeness online, your reputation matters. For your content to be seen as authoritative, it must be reliable and factual. Publishing even one article that contains unreliable or inaccurate information could harm your reputation as an authoritative source. Some industries also have strict guidelines for how certain topics can be discussed. Ensuring your content stays within these bounds is crucial for maintaining an authoritative website.
Include In-Depth Analysis and Research
In addition to being trustworthy and relevant, your content should discuss and analyze relevant research to address the reader’s question or concern. Cite credible, up-to-date data to support your claims and reference relevant studies, journal articles, laws, or government regulations. Include graphs, charts, or other infographics when relevant.
A common mistake some content creators make is not linking to the original sources of their information or data. For example, if another website’s article references a study you want to discuss, find the original link to the study rather than referencing the secondary article. While web content shouldn’t be overly academic, it should always be well-researched and properly cited.
Provide Expert Insights and Perspectives
Content is more likely to be considered authoritative if it includes insights and perspectives from industry professionals and experts. To do this, include contributions from SMEs (subject matter experts), whether that’s you or other professionals in your field.
The best web content writing offers unique insights and adds something new to the conversation. Google doesn't like content that simply regurgitates what's already out there, even if the content is trustworthy. To increase your chances of building meaningful authority online, say something about the topic that hasn't already been said.
Acquire High-Quality Backlinks From Trusted Sources
Backlinks are links featured on other websites and platforms that point back to your website — and they’re crucial for building authority online. Building a strong backlink profile contributes to your domain authority, helping you build authoritativeness for the content you publish on your website.
While having a strong domain rating isn't necessary for producing authoritative content, it will drastically increase the likelihood that search engine users can find your page. The more people engage with your content and return to your website, the more your authoritativeness will grow over time.
Here are some ways to acquire backlinks and build your source authority:
Ask relevant organizations and businesses in your industry to mention you on their websites
Apply to be listed in relevant online business directories
Publish press releases or run advertisements in relevant online news outlets
Link to Other Authoritative Sources
When Google evaluates search results to decide which pages to prioritize for search engine users, they look for pages that accurately link to other high-authority sources of information. By linking to strong sources and studies in your blogs and articles, you help readers get the information they're seeking and signal to Google that your content is useful and well-researched.
Highlight Your Expertise and Industry Connections
If you're a subject matter expert or industry professional, highlighting this on your website is crucial. Google loves an expert, so showcasing your experience and expertise is a great way to build authority online.
Dedicate a page on your website to your professional experience, expertise, and background, including references and links to where you've worked, organizations you're associated with, and schools you’ve attended. Anything that can highlight your industry experience and authority will contribute to the authoritativeness of your website and content.
If you’re partnering with content creators to produce your website content, each writer should have their own dedicated author bio page on your site to highlight their experience, expertise, and industry background. Include all relevant links to other authoritative platforms you and your writers are associated with.
Post Consistently On Topics Relevant to Your Industry or Niche
The ultimate way to build authority on a certain topic is to consistently produce and publish high quality, useful, and relevant content your audience will read and trust. The more helpful content you produce, the more people will seek you out as a source of valuable and trustworthy information. As this happens, your authority will grow in the eyes of Google.
Consistency is key because authoritativeness is cultivated over time. Unless you already have an extensive, high-profile industry background, you'll need to spend time establishing yourself as an authority in your niche online. To do this, post high-quality content consistently on topics relevant to your industry. Generally speaking, businesses should post long-form content to a website or blog at least once a month.
Partner With a Specialized SEO Content Creator
Because business owners and website managers are already so busy, partnering with a specialized SEO content creator is a great way to address your content needs and build your online authority. Instead of having to figure out how to produce authoritative content from scratch, work with someone who already knows how to produce the type of content that can help your business thrive online. At Acadia Content Solutions, for example, we specialize in helping medical and legal professionals improve their online authority with dedicated SEO content that's industry specific and backed by the latest research.
Our Content Experts Can Help You Become an Authoritative Source Online
Acadia Content Solutions can help you become a trusted source in your industry by cultivating your authoritativeness online. We do this by strategically creating research-backed content designed to rank in search engines and bolster your reputation as an industry expert.
To find out how Acadia Content Solutions can help, reach out to Dianna Mason today at dianna@acadiacontentsolutions.com. You can also contact us through our secure contact form to request a no-strings-attached free consultation today.
