Page 143 - The Content Code: Six essential strategies to ignite your content, your marketing, and your business - PDFDrive.com

Explorer. This will tell you where they’re getting their links, and then you
can go and pitch those folks. It’s a nearly foolproof strategy.

Aim for stability. Every time you make structural changes to your site,
especially if you start re-naming pages, it could potentially break important
internal and external links. This of course destroys these link “friendships” and
sends danger signs to Google. If you go through a significant web redesign,
work with your developer to make sure authority from existing content gets
properly reassigned to the new pages.

Page Authority is not something to obsess about. There is no shortcut to
developing this element of the Content Code. It takes years of experience and
doing things well online to reach an elite level. But I assure you that if you
follow the best practices in this book—even if you do a little each week—your
site authority will improve over time.
It’s a simple, unified idea. Create exceptional content and then ignite it. If it
ignites, the awareness for your content increases. The respect for your content
builds. The audience who cares for you magnifies. And you will be welcomed,
and maybe even loved, in your new neighborhood.

Side-stepping domain authority

If you don’t have the resources to make Domain Authority a priority for your
company, you can reframe the issue and approach the problem in a different
way. Instead of thinking about it as, “How do I get the content on my website to
beat the big sites and show up in my customer search results?” consider it from
the perspective, “How do I get my content in front of customers any way I can?”

Here are a few strategies to think about:

Curation: I subscribe to a number of helpful daily, weekly, and monthly
newsletters that summarize the best articles in my fields of interest:
marketing, entrepreneurship, technology, and design. These newsletters will
never show up in Google search results, and yet they’re a trusted, consistent
source of information delivered in a user-friendly format. Not only do I
read the newsletters faithfully, but these curated publications are a primary
source of the interesting content I love to share with my audience.
LinkedIn: If you do a search for nearly any B2B company or business-
related topic, it’s likely that one of the top search results will come from