The world of SEO is rife with deception. Every small business has received an email declaring online peril for their website, with talk of poor rankings and optimization. These “analyses” are often stitched together with fear tactics and falsehoods. Some marketing companies will say anything to get a sale, even if they aren’t planning on completing any work or time with a website.
Some SEO companies might approach you with a criticism of your website’s “Domain Authority.” This term sounds very important. After all, every website has a domain address to bring people there, and you want that address to be more important. Just from context, “Domain Authority,” seems like it’s essential to helping a website rank.
Domain authority is simply the number of links to a website. Any website can build its reputation with backlinking, even Google. So, any site in the World Wide Web could be approached with claims about its poor domain authority. It is an empty statement.
In fact, some organizations critical of a site’s domain authority may in fact be attempting to sell Black Hat spam links. It’s important to be wary of any claim about links from a marketing company, because they may end up connecting your law firm website with hundreds (even thousands) of unhealthy links that can eventually tarnish its search engine reputation.
So how do you know the SEO on your site is making an impact? Examine your reports, share priorities with a marketing company that will truly listen to your needs, and practice patience. SEO is a long-term investment, and as long as real keyword progress is being made, then it’s worth it. Later this month, we will post another blog about SEO Red Herrings!