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Your Guide to Branding and Trust in 2023

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Your Guide to Branding and Trust in 2023

Authoritative websites aren’t just built; they’re cultivated with precision and insight.

In a digital landscape overflowing with content, standing out as a beacon of trust and expertise is your ticket to success.

In this guide, I’ll walk you through the central factors in creating a website that attracts visitors and earns their confidence.

Let’s dive into some tactics to transform your site from just another URL to an authority in your niche!

What is an Authoritative Website?

Authority is king!

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In short, an authoritative website is a credible and reliable source of information. This credibility is often due to various factors – I’ll discuss them below.

Authoritative Figure.

Expertise
The website is created by individuals or organizations who are experts in their field. Their expertise is proven by their:

  • Qualifications
  • Experience
  • Knowledge of the subject matter.

Accuracy and Reliability
The information provided is:

  • Accurate
  • Well-researched
  • Trustworthy.

Authoritative sites will always cite their information sources. And they will base their content on verified facts or accepted research.

Objectivity
The site provides information in an unbiased manner.

Up-to-date Information
Authoritative websites update their content regularly to remain current and relevant.

Professionalism in Presentation
The website has a professional design and clear structure.

Recognition by Peers
Experts recommend authoritative sites.

Domain Authority
The website ranks high on the SERP (Search Engine Results Pages).

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Examples of authoritative websites include:

  • Academic journals
  • Government websites
  • Respected news organizations
  • Professional institutions
  • Associations in specific fields.

Why do Authoritative Websites Matter?

Having an authoritative website boosts brand recognition and influence. It helps to establish strong connections with the audience.

Authoritative websites:

  • Rank higher in search engine results
  • Have a high brand awareness, and
  • Attract a larger audience. 

And, of course, the significant traffic on your website generates more business leads.

Who Determines the Authority of Websites?

A combination of factors and entities determine the authority of websites. This includes search engines and users.

Understanding who and what determines website authority can help you improve your search rankings.

Visitors to Your Site

Your audience plays an important role in establishing your website’s authority. Their engagement patterns influence search engine perceptions.

Visitors to your site.Visitors to your site.

A low bounce rate indicates that visitors are engaging with your content and staying for a long time.

Long engagement signals to search engines that your website is an authoritative source.

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This extended engagement means that people find the content valuable and worthy of their attention.

Furthermore, social shares extend your content’s reach. It demonstrates trust as your audience shares your content on their feeds. This indicates the value and endorsement of your information.

So, visitor behavior is key to determining your website’s authority.

Search Engines

Search engines like Google determine a website’s authority based on their algorithms.

Those algorithms assess each page’s demonstrated experience, expertise, authoritativeness, and trustworthiness (E-E-A-T). Read Moz’s article about Google E-E-A-T to learn more.

search enginessearch engines

They use specific metrics, not arbitrary decisions, to check and rank content.

One of the indicators is the number of high-quality backlinks you have. Quality backlinks are those coming from websites already considered authoritative.

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Backlinks serve as endorsements, signaling the content’s value.

On-site Factors Influencing Authoritative Websites

This section explores the internal elements central to establishing and maintaining website authority.

I’ll examine how aspects of a website’s domain contribute to its perceived credibility and trustworthiness. These are factors like:

  • Content quality
  • Site structure
  • User experience
  • SEO. 

Domain Authority

Don’t get confused by terms like DA, DR, and PS. “Domain Authority” is a metric used by MOZ to measure the credibility of a page.

MOZ is an SEO tool which can help establish authority.MOZ is an SEO tool which can help establish authority.

In parallel to this metric, Ahrefs uses “Domain Rating” (DR).

Ahrefs an SEO tool , owner of the Domain Raiting matric.Ahrefs an SEO tool , owner of the Domain Raiting matric.

And “Authority Score” (AS) is used by SEMrush.

SEMrush thye creator of Authority Score.SEMrush thye creator of Authority Score.

The third-party search engine optimization tools mentioned above generate these metrics. Google does not use these as a signal to determine a website’s authority.

Depending on the SEO tool you use, you should aspire to a high value of the respective metric.

Why? Because this will show you how well your strategy of achieving high authority is working.

Domain Name and Extension

Your domain name significantly influences the perceived trustworthiness and professionalism of your website.

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The domain name should be short, easy to read, and state the website’s topic or niche. For example:

  • Techradar.com for technology
  • Mediclinic.com for healthcare
  • Searchenginejournal.com – Search Engine Journal
  • Toyota.com for Toyota cars.

Domain extensions like .org and .gov are associated with government and non-profit organizations. They are often considered more authoritative.

A domain extension like .com is still generally acceptable for an authority website. But not extensions like .biz, .info, or .online, which seem less professional.

Website Content

Before I start talking about content, let’s take a step or two back.

  • You must remember that Google is not ranking websites; Google is ranking pages.
  • So, an authoritative site is an assembly of authoritative pages.
  • An authoritative website has to focus on a specific topic. The website needs to match the interests and needs of its target audience. This means that it should provide relevant, useful information.
  • Gaining authority is easier when you stick to a specific topic rather than covering a broad spectrum of topics.  

Actually, what I’m talking about here is referred to as TOPICAL AUTHORITY. To achieve topical authority, it is wise to build a TOPICAL MAP. As I hinted above, your topical map is a collection of authoritative pages.

You can find many videos covering the subject of Topical Authority and Topical Maps. I suggest starting with one of the best ones by Matt Diggity.

Topical authority videoTopical authority video

By the way, Matt Diggity’s The Affiliate Lab is a great course if you are interested in affiliate marketing. It teaches you how to build, rank, and monetize affiliate marketing websites.

High-Quality Focused Content

Regularly publishing high-quality content significantly enhances a website’s authority.

Quality content boosts search engine rankings by attracting more organic traffic. Search engines favor sites offering valuable, current information. (Read about how content freshness affects Google ranking.)

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Authoritative content establishes a website as trusted. This is especially true for sites providing expert advice.

A website can solidify its reputation and become a recognized authority in its field by consistently delivering accurate and valuable information.

The Credibility of the Author

Expert author.Expert author.

The author of the content plays a crucial role in establishing the authority of a website. Look at the aspects they bring with them to the website:

  • Expertise and Credentials. Expert authors are considered authoritative sources with relevant knowledge and qualifications. 
  • Quality of Content. High-quality, well-researched, and accurate content builds the website’s reputation.
  • Consistency and Reliability. This fosters trust. 
  • Engagement in Community. Active participation in the field adds value and authenticity to the website.
  • Personal Branding. An author’s brand can attract followers and add credibility to the website.
  • Influence on SEO. Search engines consider the author’s reputation as a factor in determining the quality and relevance of content.
  • Audience Connection and Loyalty. Authors who connect with their audience create loyal followers and repeat visitors.

As you can see, the author of the content influences everything from audience trust to search engine rankings and credibility.

Outgoing links are important for backing up claims on your site. Always use an authoritative source to link to.

Outbound links.Outbound links.

Your site should link to reliable and high-quality external websites to be seen as trustworthy.

If a blog links to unreliable or irrelevant sources, it won’t be trusted and can be considered spammy. A broken link can be even worse.

The links you choose to include on your website directly affect its credibility, so it’s important to pick them carefully.

The User Experience

An authority site that is easy to use and well-designed encourages user interaction.

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Site Structure

Easy navigation leads to higher engagement and builds trust with users.

Breadcrumbs aid visitors in navigating a website. At the same time, Google uses them to display the page’s position within the site structure.

Website Speed

An authoritative website must be fast. You can’t let your potential visitor wait long for a page to load. They may just leave your site, which will negatively affect your bounce rate.

You don’t want a high bounce rate reflected in Google Analytics.

Get some tips from our article about slow WordPress sites.

User Trust and Engagement

Credible sources are crucial for establishing trust and thought leadership.

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In the age of digital marketing, not everything online is accurate.

You must use reliable and factual references to gain your audience’s trust and be seen as a reliable content resource.

The credibility of a source depends on:

  • Origin
  • Intended audience
  • Relevance to your topic.

Ensuring your sources are knowledgeable and authoritative on the subject is necessary.

This careful selection of sources significantly enhances the trustworthiness of your content. It also strengthens audience engagement. Additionally, it increases the credibility of your brand.

Off-Site Factors Influencing Authoritative Websites

Let’s explore the external elements that are central to establishing a website’s authority.

These factors range from inbound links to social media presence. They have a significant impact on a website’s credibility and reputation.

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Use of Social Media

Using social media.Using social media.

Social media contributes to the recognition of an authoritative website in several ways:

Increased Visibility and Traffic
Sharing content on social media platforms increases a website’s visibility. This, in turn, drives more traffic to the website and potentially boosts its authority.

Enhanced Engagement
Social media allows you to engage directly with your audience through:

Content Distribution and Reach
Social media platforms effectively distribute content to a broader audience. This expanded reach can attract new visitors to your website.

Building Brand Recognition
Consistent presence and content sharing on social media help build brand recognition.

Feedback and Improvement
Social media provides immediate feedback on content through user interactions.

SEO Benefits
Social signals can influence a website’s search engine rankings. Social media is not a search engine ranking factor. But it can increase a website’s visibility and backlink profile. This, in turn, affects search engine optimization.
Viral Potential

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Viral content on social media can rapidly elevate a website’s authority. It showcases the ability to produce highly engaging, valuable content.

Social media amplifies a website’s:

  • Reach
  • Engagement, and
  • Brand recognition.

These are key components in establishing and maintaining its status as an authoritative source.

Backlinks are inbound links from external websites. They are crucial for a website’s search engine ranking and authority.

Many authoritative backlinks confirm a website’s popularity and content quality.

The quality of backlinks is more important than the quantity. To impact positively on search engine rankings, authority links should be:

  • From other reputable and high authority sites
  • From relevant content. 

If you have too many low-quality links from spammy websites it will negatively affect the credibility of your website.

So, acquiring high-quality, authoritative backlinks is key. They help to maintain a solid online presence and reputation.

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But remember, backlinks (as we learned from Matt Diggity’s video earlier) are not the only way to establish authority.

Discover more tactics you can use in our article about off-page SEO techniques.

More Actions to Ensure Website Authority

The authority of a website is dynamic. Your competitors are continuously making efforts to take your spot at the top. Use Google Search Console daily to check your website performance.

Google search console. Google search console.

Practice Good SEO

What do I mean by “good SEO”? Simply put, implementing SEO best practices.

This includes a broad range of activities, like:

  • Making sure your content is useful and matches search intent. 
  • Offering a great user experience.
  • Targeting one primary keyword per page.
  • Optimizing your metadata.
  • Building internal links (find out more about the benefits of internal linking).
  • Earning valuable backlinks, and more.
SEMrush best SEO tool.SEMrush best SEO tool.

SEMrush has all the features you need to practice effective SEO. It offers in-depth keyword research, competitor analysis, and site audits.

With SEMrush you can:

  • Identify and target the most valuable keywords
  • Understand competitors’ strategies
  • Uncover technical SEO issues.

Its extensive database and user-friendly interface provide actionable insights for content optimization and link-building strategy.

Also, SEMrush’s regular updates and accurate data tracking align with the latest SEO trends and algorithm changes. It is an invaluable resource for staying ahead in the competitive digital marketing space.

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Keep Tabs on Your Site’s Credibility

Here are some top tips to keep tabs on your site’s credibility.

Keep Tabs on Your Site Credibility.Keep Tabs on Your Site Credibility.

Regularly Check Source Quality
Continuously test the quality of the sources cited by your website. Reliable websites often reference authoritative, reputable, and peer-reviewed sources.

Track Content Updates
Ensure you regularly update your website’s content and keep information current. Outdated information can diminish credibility.

Assess Author Expertise
Investigate the credentials and expertise of the authors contributing to your website. Credible sites feature content written by experts in their respective fields.
.
Review User Engagement and Feedback
Observe the level and nature of user engagement. High engagement levels with thoughtful, positive feedback can be indicators of credibility.

Analyze Your Backlink Profile
Regularly check your website’s backlink profile using SEO tools like SEMrush.

Authoritative Websites: In Conclusion

Establishing authority is the cornerstone of building trust online.

But remember that credibility is not an overnight achievement – it’s a continuous journey. The pillars that support your site’s authority are:

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  • Consistent, well-researched content
  • Transparent communication
  • A user-centered approach.

But remember that credibility is not an overnight achievement – it’s a continuous journey. The pillars that support your site’s authority are:

  • Consistent, well-researched content
  • Transparent communication
  • A user-centered approach. 

Put in place robust fact-checking, cite only reputable sources, and nurture your community. Provide engaging, informative content. Strive for authenticity, embrace feedback, and adapt to industry shifts. In doing so, you pave the way for your online presence to flourish as a trusted resource in your niche.

Are you a complete beginner? Do you need guidance to create a new website? If so, I suggest you sign up for the Authority Hacker TASS (The Authority Site System) course. Read our TASS review to learn more about it.

Wishing you great success in building your authority website!



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Cut Costs, Not Features with This Microsoft Bundle Deal

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Cut Costs, Not Features with This Microsoft Bundle Deal

Disclosure: Our goal is to feature products and services that we think you’ll find interesting and useful. If you purchase them, Entrepreneur may get a small share of the revenue from the sale from our commerce partners.

Software subscription fees can quickly add up, and for small-business owners, entrepreneurs, or freelancers, these costs can eat into profits. Businesses spend approximately 29% of their IT budgets on software, according to a 2023 survey by Gartner.

For business professionals who are looking to streamline workflow without paying steep subscription fees, the Ultimate 2019 Microsoft Bundle might be the perfect solution. For just $71.94 (regularly $927), this comprehensive four-part bundle offers Microsoft Office Professional Plus 2019, Windows 11 Pro, Project 2019, and Visio 2019.

While it’s not the newest version of Microsoft’s software, it can deliver tremendous value for anyone seeking tools to manage their business, boost productivity, and work efficiently. The bundle offers a lifetime license, meaning you’ll get all the functionality you need without the recurring costs associated with subscription services like Microsoft 365.

However, it does come with Windows 11 Pro, which includes the recent AI updates. Windows 11 Pro delivers a modern, intuitive interface with enhanced security features such as biometric login and Smart App Control, making it ideal for professionals who prioritize privacy and usability. It’s also equipped with tools that support multitasking, such as Snap Layouts and Virtual Desktops.

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For companies looking to reduce overhead without compromising essential functionality, making a one-time purchase of slightly older software is a smart financial move. This includes Office’s most popular productivity tools, Word, Excel, PowerPoint, and Outlook.

Project 2019 is a must-have for anyone who is managing large or small projects. It helps track tasks, timelines, and resources, making it easier to stay on top of deadlines and ensure your team moves in the right direction. Project 2019 gives you the tools to streamline processes and manage tasks efficiently.

Visio 2019 is ideal for creating professional diagrams, flowcharts, and organizational charts. It’s particularly valuable for visualizing complex data or workflows, which is essential for business owners looking to improve operational efficiency.

If you need a productivity boost without eating into savings, take a closer look at this bundle.

Get the Ultimate 2019 Microsoft Bundle with Office, Project, Visio, and Windows 11 Pro for $71.94 (regularly $927).

StackSocial prices subject to change.

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3 Trends That Will Change the Future of Entrepreneurship

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3 Trends That Will Change the Future of Entrepreneurship

Opinions expressed by Entrepreneur contributors are their own.

The most recent data from the new Global Entrepreneurship Monitor report reveals a powerful trend for the future of entrepreneurship.

Young adults, aged 18-24, had both the highest entrepreneurial activity and entrepreneurial intentions in the United States, according to the Global Entrepreneurship Monitor 2023-2024 United States Report. With similar results in 2022, this is not just a minor shift — it’s a fundamental change that could have lasting impacts on the economy and society.

I serve as the chair of the board for the Global Entrepreneurship Research Association, the entity that oversees GEM, which was founded in 1999 as a joint venture of Babson College and the London Business School. As the GEM U.S. team co-leader and a professor of entrepreneurship at Babson, I see firsthand the impact of the research created by the Global Entrepreneurship Monitor.

Here are three entrepreneurship trends from the new GEM report that are changing the landscape for the future.

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Related: 21 Success Tips for Young and Aspiring Entrepreneurs

1. Young entrepreneurs on the rise

For years, entrepreneurship has been dominated by older, more experienced individuals, but this year’s report shows that the youngest adults are now at the forefront. According to GEM, 24% of 18- to 24-year-olds are engaged in some form of entrepreneurial activity, a higher rate than any other age group. What’s driving these young entrepreneurs is equally remarkable: They aren’t just starting businesses to make money; many are deeply committed to making a positive impact on society and the environment.

These young entrepreneurs make sustainability a key priority. They are more likely than entrepreneurs from older generations to build businesses with sustainability as a core focus — whether that means reducing their environmental footprint or focusing on social causes. This shift toward impact-driven entrepreneurship isn’t just anecdotal. GEM data shows a significant number of young entrepreneurs taking real, measurable steps to create businesses that align with their values. With sustainability as their north star, young entrepreneurs appear to be simultaneously pursuing societal impact as well as profits.

However, it’s not all smooth sailing. While young people are leading the way in starting businesses, they are also discontinuing them at higher rates than their older counterparts. The discontinuation rate for 18- to 24-year-olds is 15%, the highest among all age groups. This is not surprising, given the challenges of inexperience and more limited access to capital. Starting a business is tough, and sustaining one is even more challenging. But despite these hurdles, the enthusiasm and energy that young people bring to entrepreneurship are undeniable, and with the right support, this generation has the potential to drive substantial change.

2. Tech gender gap narrows

One of the most promising findings in the GEM report is the narrowing gender gap in the technology sector. Historically, tech startups have been dominated by men, but 2023 saw a record-low difference in the number of men and women starting tech companies. The gap has narrowed to just 1%, with 8% of women compared with 9% of men launching businesses in the Information and Communication Technology (ICT) sector.

This is a significant step forward and reflects broader efforts to support more women technology startups. Still, it’s important to recognize that while progress is being made, continued focus on providing equal opportunities is essential to ensuring this trend continues.

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3. Optimistic outlook for Black and Hispanic entrepreneurs

Another highlight from the report is the optimistic outlook among Black and Hispanic entrepreneurs. These groups showed stronger confidence in their entrepreneurial abilities and lower fear of failure compared to their white counterparts. Black respondents, in particular, demonstrated high levels of resilience and self-assurance, which is vital in overcoming barriers faced in starting and sustaining businesses. This optimism is encouraging, but there’s still much work to be done in assuring ecosystems offer equal opportunities for all aspiring entrepreneurs, regardless of their background.

Related: I Wish I Received This Advice as a Young Entrepreneur

A promising future

Reflecting on the key findings of this year’s GEM report, it’s clear that the entrepreneurial landscape is changing in meaningful ways. The rise of young, sustainability-driven entrepreneurs signals a future where business is not only about profit but also about making a difference. These young entrepreneurs are launching businesses at a time when the world is looking for solutions to some of its most pressing challenges — climate change, poverty and economic recovery.

Yet, to fully realize the potential of this next generation, there must be more focus on addressing the challenges they encounter. Young entrepreneurs need access to the right resources — whether it’s funding, education or mentorship — to turn their innovative ideas into sustainable businesses. The narrowing gender gap in tech is encouraging, but we must continue to foster environments that support women and other underrepresented groups in entrepreneurship.

The GEM report paints a picture of an entrepreneurial future driven by purpose, diversity and innovation. But it also reminds us of the work that lies ahead in making entrepreneurship more accessible and sustainable. If we can provide young entrepreneurs with the tools and support they need, we will not only see more businesses being created — we’ll see businesses that are making a lasting, positive impact on the world.

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These Are the Top Side Hustles to Work Less, Make More Money

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These Are the Top Side Hustles to Work Less, Make More Money

In the best-case scenario, a side hustle could turn into a multimillion-dollar business that generates a passive income stream — but at the very least, starting a side gig could help pay some bills.

A new survey from personal finance software company Quicken shows that almost half (43%) of Americans with a side hustle, or an extra source of income added to a primary income, make more money and clock in fewer hours overall than those without a side hustle.

The three most popular side hustles pursued by those who work less and make more money were personal assistance (20%), cooking and baking (16%), and caregiving (16%). One in five people with side hustles said they were business owners, too, selling products online or offering services like photography.

The majority of people with side hustles (82%) said starting a side gig helped them financially, and kept them from living paycheck to paycheck. Most with side hustles (57%) had savings equal to at least four months of living expenses.

Related: Side Hustles Are Soaring as Entrepreneurs Start Businesses Working Part- or Full-Time Elsewhere, According to a New Report

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The survey also found that, for younger side hustlers, a way to an extra income doubles as a path to becoming more employable. 44% of Gen Z (born between 1997 and 2012) choose to start a side hustle in order to obtain skills for long-term careers, much higher than the overall 18% of Americans who started a side hustle with the same motivation.

Quicken conducted the survey online, gathering responses from more than 1,000 Americans.

Additional research on side hustles, released in August by NEXT Insurance, showed that three out of five people bring in less than $1,000 monthly in side income, while 22% make $1,000 to $10,000 a month, and 15% make more than $10,000.

Related: Starting a Side Hustle Should Come With a Warning Label — Here’s What You Need to Know

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