Search Authority References and Tactics Q&A

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What does “search authority” mean? Domain authority? Page authority?

“Authority” is how trustworthy and expert your domain or page is considered to be, as evaluated by
a search engine’s algorithm. Many factors, such as the use of language, richness of syntax, links from
high-ranking sites, etc., factor into perceived authority to a greater or lesser degree.

What Is Link Building?

Link building (or link earning) refers to the act of attracting or acquiring external links from other
websites. These links signal to search engines that the content on your site is unique, meaningful to
online users, and is authoritative within the digital space you occupy.

The higher the authority of the sites that link to you, the more value these incoming links have. They
are also known as backlinks or inbound links. A “pingback” is a notification that someone has linked
to your page, document, etc. Some content management systems deliver pingbacks automatically,
others do not.

Link buying is an outdated, black-hat SEO technique that violates Google’s guidelines. Don’t do it.

I Was Told That I Have Duplicate Content On My Site. But, I Haven’t Copied or Plagiarized Anything, So How Can This Be?

Duplicate content is material that appears on the web in multiple locations or URLs. This could be on
your own site, or it could be duplicate content across two or more disparate sites.

Search engines dislike duplicate content for several reasons. They have to choose one or the other
page to return for a query, so they are forced to extend their evaluation for which version or form is
more credible/meaningful to the online user who’s searching.

On your own site, this can happen if you somehow have two different URLs for the same page, for
example and

Just the addition of the forward slash in the second URL makes it a different, unique URL to a search engine. Capitalization matters also and are two different URLs, so if the content on those pages is the
same, they are duplicate pages.

You may also have pages that contain much the same text. If you have a woman’s raincoat with a certain description on one page, and a man’s raincoat with much the same description in a separate
section, this could potentially be perceived as duplicate copy by a search engine.

Across multiple sites, duplicate content may be the result of channel or retail partners selling products on their site that are popular and widely distributed. If several competitors use the same description
provided by the manufacturer, it can be a problem.

It’s easy to see how duplicate content can quickly pile up. This environment makes it very difficult for search engines to decide who the original author is and which website they should return content

Over the last five years, search engines like Google have added various ranking factors in their
algorithm that allow them to identify and penalize websites that have “excessive” volumes of duplicate
content. These penalties can range from light warnings conveyed through your webmaster tools
profile, to completely removing your company’s site from search listings.

One solution: If you absolutely must use duplicate content, use a rel=canonical link in your meta data.
This tells the search engines where the original content is hosted, so they will return that in response
to a search.

Allow SEO Without Borders To Translate SEO For You

If you are still confused over the concepts of search authority or duplicate content, make sure to give us a call right away!

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Julian ConnorsSearch Authority References and Tactics Q&A