So What is Authority SEO?
SEO, as it was most widely practiced, used to be all about finding the loopholes in Google’s algorithm and taking advantage of them. However, in recent years Google (and other search engines) have changed a lot and become much better at identifying spammy SEO practices such as building lots of links using your target keyword, bulk submissions to web directories or automated comments. During that time we have seen established ‘brands’ rise to the top of the search results, even if they haven’t necessarily overtly targeted specific phrases with SEO. This brand bias has become stronger and stronger, to the point where SEO campaigns focused around a small set of keywords are no longer effective in the long term. They may bring some short-term jumps in rankings, but usually this kind of approach will be identified and the performance will fade before long.
Become the Authority
So does that mean SEO is dead? Quite the contrary, all that has changed is the approach you need to take. No longer can you take a small sample of the most competitive keywords in your industry and try to rank for them in an isolated way. You need to take a step back and look at your site as a whole and identify all the areas which can bring in relevant traffic for you. That way you can optimise your website for hundreds or thousands of phrases instead of 5 or 10. It also means you’ll end up with a great resource which users (read ‘your customers’) will find really helpful. Once you have your content in place you need to promote it so that people know it exists and subsequently find out about you and what you offer. You need to become the go-to place in your niche for people who want useful information, whether that is looking to buy your product or simply looking for a guide as part of their initial research.
You need to become an authority. You need to become the authority.
The Authority SEO Approach
SEO Travel’s approach is built around making you an authority by optimising every part of your site, creating outstanding content, promoting that content and getting you featured on powerful and relevant websites across the web. This approach builds the strength of your site as you attract more links, broadens the amount of phrases you can be found through because of the extra content you have present, and creates a resource (your website) which people want to come back to and reference time and time again.
The Authority SEO approach causes exponential growth as you are not reliant on finding loopholes in Google’s algorithm which disappear down the line. Nor are you using spammy tactics which Google will eventually uncover and penalize you for. All you are doing is turning yourself into an authority, a recognised brand, with a great selection of useful content for users to enjoy. These two things have been the crux of everything Google has preached about since Day 1 and they are only getting better at identifying those who are doing right and discarding the rest. It isn’t the easy ‘shortcut’ route, and requires you to be invested in the process, but the results are far better than any tunnel-visioned SEO campaign can provide.
If you’re looking for an SEO campaign which only looks at a few keywords and ignores the rest, whilst taking shortcuts to try and improve those keywords in an isolated way, then Authority SEO isn’t for you. However, if you want to improve traffic to your website as a whole in a sustainable way and want to become an authority in your niche then you’re in the right place!
If you have any questions about Authority SEO or our approach then please do let us know and we’d be delighted to discuss it further with you. We’re incredibly proud of the work we do and results we get for our clients, and we’re always keen to share it with more travel companies to try and help them see the same improvement.
“We’ve been really impressed with the work that Tom has done for us, with traffic increasing 3 fold and reaching page 1 for our key target phrases following the work he has done”
Jon, Oyster Worldwide
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