When it comes to link building and SEO, it is a fairly safe assumption to state that search engines are a bit leery when it comes to getting cozy with your content. That is in fact, until you run the gauntlet and emerge squeaky clean after a spell of due diligence.
Just like when you meet someone for the first time, it’s all about trust and once that is established, any resource that they have they will bestow upon you in a time of need. Search engines share this same philosophy algorithmically.
Why are Search Engines Aloof?
Aside from the fact that there are millions of new pages (many of which are spam) being added to the web daily and search engine spiders having an already hectic schedule, sites with more authority and trust get special privileges (such as incredibly fast crawl rates).
The benefit of this VIP treatment alone is more than enough to compensate for the time, effort and energy it takes to build that relationship with search engines spiders. Just think of it as the perfect exchange; you produce content people want, like and crave and search engines will expose it to those who want it most; its a perfect match of continuity.
Fast crawl rates mean there is no delay from the time you publish to the time those pages can appear in search engines. For an authority site, it is common to publish a post or page and within minutes conduct a search for the primary keyword in the title and that page is already present in search engines.
In addition to new content being present, search engines use 304 http status codes as well to determine when a page has been modified and / or updated; this pings search engines to re-crawl your content or conduct a deep crawl of your pages to re-index the updates.
Just think of it as a work in progress, just as a sculptor starts with a lump of clay and crafts a unique work of art, your website, your content and the words you chose, the topics you cover and the degree of connectivity (internal links) which connect it, all play a role in how your website/masterpiece is viewed, parsed and appreciated from the online community at large.
Infusing Purpose into Content
Each page you add to your site can and should rank for something, then, as a result of layering content on a topic or variety of tactful topics, your site naturally builds authority for the keywords in question. Combine this with the fact that you can modify legacy content (to re rank or consolidate ranking factor) and you have just uncovered one of the webs best kept secrets when it comes to SEO.
Initially, this citation or occurrence of overlapping proven search engine synonyms is a strong semantic indicator of term weights on a local level. Eventually, search engines assess the entire site, score your keyword / content in context to the global terms present and give your site an added advantage of trust in the search engine result pages which is pivotal when search queries are executed.
instead of having to have entire segments dedicated to specific topics to garner a ranking, trustrank or search engine trust gives you the ability to rank a page on one instance of a keyword in a title, linking to a page with a specific anchor “ranks that page for the keyword” and in general your site is well respected and suffers less scrutiny from algorithms.
This is the ultimate SEO ranking factor, its like being given the keys to the kingdom. If you full understand the implication of the ability to rank keywords with a fraction of the instances, overlapping occurrences or internal links needed to create buoyancy, then your entire notion of SEO will change when your content takes on a new life in search engines.
Going Back to Move Forward
Scrub your sever logs, look for popular traffic patterns so you will know which keywords or key phrase combinations have the most real-time traction in search engines. Then based on that information, you can either (a) link back to your old content to refresh the continuity (create a double ranking) and cement your position of authority or (b) link from your legacy content to new segments of your website to create the ultimate referral method for that new content to hit the search engine result pages running with a full tank of gas.
Managing this process give you the ability to incite push-button traffic for any array of keywords that exist based on legacy content or target new keywords based on their continuity to the “pent up ranking credit” your domain has already earned.
Use this credit wisely, link out to other useful websites that are already ranking for the keywords you intend to. One of the best kep methods about creating website authority is to link up to pages with more traction, and they will break your page loose and through the laws of attraction your page gets a boost.
I am not suggesting to go back and bleed your pages dry from linking out disproportionately, but don’t be stingy who you link to, because if your website is bottled up like a fortress, then you are ignoring the primary premise of the web (which is to share)…
In closing, here are a few related posts on the topic that can provide more insight on website authority and trust and how you can create it within your online properties.
- Build Authority Before Links
- How to Transfer On Page Authority
- How to Develop Authority and Improve Search Engine Placement
- SEO Rankings and SEO Ranking Factors
- Why Forward Linking is an Important as Backlinks
- With SEO, Time and Authority are On Your Side
- How to Develop Domain Authority with Deep Links
- Website Authority, Short Term Gain or Long Term Growth