GET BETTER SEARCH VISIBILITY

A website’s domain authority corresponds directly to its ability to rank in the search engine. Conceptually, you can think of domain authority as an extension of link equity. If a page’s link equity is determined by the number and quality of its links, then a site’s domain authority is determined by the link equity of all its pages.

Link building is an SEO strategy by which an SEO acquires links to boost a page’s link equity; and therefore its ranking; and therefore its traffic. Both internal and external link building can help boost page authority, but one is decidedly harder than the other!

SEO is the process of optimizing your website to rank higher on the search engines. But how does SEO work? Google uses over 200 ranking factors, and these allow the search engine's algorithms to rank websites based upon the relevancy and authority of their pages. To succeed at SEO, you need to ensure that your content is the most relevant result for a specific search query and that your website is seen as a trustworthy source. You can read our guide on SEO basics to learn more about how to optimize your site if you're a beginner.

A question that's always asked is whether a business should invest in SEO, PPC, or both. It's the age-old SEO vs. PPC debate. In an ideal world, a business should balance multiple marketing channels to avoid a reliance on any single source of traffic (and conversions). But, especially for smaller businesses, budget is often a challenge, and resources must be allocated efficiently. Funds aren't endless. Even in this instance, it's essential to balance a long-term SEO strategy with a small but targeted PPC campaign.

Search engines like Google primarily look for three ranking factors: Authority, relevancy and crawlability. The first two refer to reputability and understanding of the site, while the latter is a more technical area.