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3 years ago

5 Laws for Building Authority

Sep 28th 2013 at 6:01 AM

To punish me for my contempt for authority, fate made me an authority myself.
~ Albert Einstein

The 5 Rules for Building Authority Websites

The last thing I want you to think is that following rules is the way to succeed. In fact, breaking a few of the “rules” people try to dictate to you might be the smartest thing you ever do.
This report has a double meaning.

The first way to look at it is authority rules … as in it kicks ass and can’t be beat when it comes to publishing and marketing online.
And that’s the truth.
But when it comes to building authority sites or blogs (same difference, really, given Google’s preference for constantly-updated content), some things are fairly critical.

These five elements of online authority are important enough to be considered rules that should be followed, not broken.

The Winning Difference

The winning difference has been a critical concept way before the web came along. And it’s been called a lot of different things over time in various contexts: a unique selling proposition; your position in people’s minds; your purple cow … and on and on.
Essentially, it’s what makes your story stick.
There are a lot of ways to differentiate yourself, but no matter how you do it, it’s absolutely essential to building an authority website.

And in more ways than one it’s how unique your content is that sets you apart, and that’s why the winning difference is rule number one … and why all of the following rules support it one way or another.

Don’t Sell … Teach

The main barrier to online marketing success is not a lack of traffic. But it’s really a lack of trust.

People love to buy stuff, but they hate to feel sold.

So despite the fact that you’re building a website that will build your business, you need to concentrate on delivering value that builds authority.

Educational, tutorial-style content works online. It attracts links, it brings traffic, it builds trust, and it causes you to rank for relevant keyword-phrases in search engines. Selling is simply educating people about the benefits of doing business with you.

Cornerstone Content

A cornerstone is something that is basic, essential, indispensable, and the chief foundation upon which something is constructed or developed. It reveals what people need to know to make use of your site and do business with you.

your cornerstone content should naturally rank for your most important keyword phrase (it’s what your site is about, right?). But to attract the links you need, your cornerstone content must not only be strategic—it must provide off-the-hook value.

Think about it this way: Imagine your ideal customer or client calls you on the phone. She’s got money and a problem, and you’ve got the solution. What would you tell her?

Headlines and Hooks

Building authority involves a constant battle for attention

When you’re an unknown just starting out, it can be tough. But when you’re well established, you’re often competing even for the attention of the faithful. Let’s face it … there’s a lot of noise out there.

Your headline is what determines whether or not your effort even gets a chance. Think about this: On average, 8 out of 10 people will read the headline, but only 2 out of 10 will read the rest. Improve the odds with a killer headline.

A hook is the angle or the attractor that gets people interested in your content, no matter how dry the subject matter. It could be a great analogy, a pop culture reference, a historical intersection … whatever. It’s just got to be intriguing. Your hook not only helps you write a killer headline, it also keeps people glued to your content and more inclined to spread the word.

Win Friends to Influence People

Dale Carnegie’s How to Win Friends and Influence People is one of the bestselling self-help books ever published, and for good reason. But as the web gets more social, winning friends alone can make you immensely influential.

It all goes back to that basic truth about building authority:

What others say about you is more important than what you say about yourself.

So, make friends with influential people in your niche or industry who can vouch for you and your content. Make friends with social media power users who can promote your content on Twitter and Facebook. Once that happens, your own readers, followers, and friends will start doing the same, and the benefits of authority get truly sweet.

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