What is Online Authority? And How to Build it!

online authority by local view

Written by David Cuff

October 21, 2015

What is online authority and why is it important for marketers and business executives alike?  According to Imformza Online authority is …

Ok fantastic…. Sounds easy right.  Not so much for the CEO’s and business owners I speak to on a daily basis.  It is not so much the thought leadership part.  I come across business leaders who are bastions of knowledge in their industry, however they do not have the wherewithal to consistently produce content that gets translated in a meaningful way on the web. But hold on… why is important to become an authority in my industry?

Benefits of Being an Online Authority

  • Quickly establish trust with new customers, potential partners and even attract great talent.  People want to work with leaders who are consistently espousing relevant information about their industry/niche.
  • Become a highly relevant source of information- set the trends in your industry.  If you do not become the authority in your industry then your competition will.
  • Get momentum faster on new ventures and projects.
  • Lower marketing costs- especially if you are using pay per click advertising!  Google actually ranks the authority of the keywords used in AdWords and the higher the authority and relevance the lower the cost per click.
  • As you gain traction, and people recognize your name/brand opportunities to get published should present themselves. Syndication with the right publications is valuable as you will gain citations and backlinks for your website.

Intrinsically we all know that becoming/maintaining your authority is valuable and has several benefits, but how exactly do you do it?  Again according to Imformza there are 5 key areas to look at.

  • Content (quality, type, amount, velocity, age, location)
  • Links (quality, type, amount, velocity, age, location)
  • Social (number of shares, types of shares, amount of activity, mentions, follower base)
  • Recognition (citations, endorsements, testimonials, awards, mentions, associations, press)
  • Offline (network, speaking engagements, sponsorships)

It seems like a lot of work, and it is. But this idea of online authority is not going to go away.  According to the former CEO of Google Eric Schmidt

“Within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results. The true cost of remaining anonymous, then, might be irrelevance.”

In my opinion authority building should be a part of any business’s online strategy, from local business to fortune 500.  The question is, do I do it myself or have someone else do it for me?  Avoid doing it, and risk becoming “irrelevant”


If you are interested in learning more about building online authority and getting your content published in highly authoritative sites such as Bloomberg Business, International Business Times, or The Miami Herald.  Please visit

Local View is a local search company with powerful online tools to maximize your online authority.

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