A vast majority of the SEO work being done world over revolved around building links from different sources, whether it was by way of participation in the link building schemes or producing content and adding links while marketing it. This was very easy for the SEO companies to keep on producing the content and increasing links. If these links could be gained from the high PR site, it was good but even if this was not possible, other sites provided the avenues for working and bringing out results in terms of increasing ranks in SERPs. However, in the past year or so and ever since Google began giving importance to the rel=’author’ tag, it has meant that apart from the brand image building, there is also a need to develop the author authority.
Many experts have pointed that Google has begun to weigh those links more which are not gained free but are earned due to high quality of work and publishing in those media which are authoritative. For example, links from an article published in the New York Times or the user comments to your blog coming from someone in New York Times or your twitter account being followed by people from authority sites could get you high ranks. This is not something which is new and the SEO practitioners have been aware of using the high PR and authority sites for better user-engagement for getting the SEO benefit. Actually this author authority dimension raises certain more questions.
The first question is to what extent is this practical? How many people who produce the content for SEO can get their works published in these sites? Similarly, how many times it is possible to engage the experts from top sites using the content created by a vast majority of the writers? Does it mean that the SEO service providers shall hire experts from different industry verticals in order to produce content of such a high quality? For how many companies will this be a feasible alternative?
Practically, the SEO practitioners have to keep upgrading quality of their content as well as its marketing. This calls for motivating the content creators to give their best and also to upgrade their level of skills and knowledge. It also requires that they develop their own networking in the online social media circles where their content would be liked. As these networks increase and your content finds more appreciation, SEO benefits would come automatically. So, the concept of developing quality content and sharing it with users on various platforms is a step in the direction of developing authority which can actually flow from your own marketing efforts.