Building Web Authority with Whitepapers

Helping HandsContent, style, tone, and message are king on the Web. If you have great content and market your website through a variety of channels you will build web authority as well as website traffic over time. Getting one way inbound links is just one great way to build web authority for your website, but this may take an investment of your own personal time.

Whitepapers are typically researched and documented unique content. Typically one that you or one of your employees has done based on the unique trends of your business or marketplace. It is very difficult for a professional writer to write a whitepaper for you. Whitepapers will usually document data that has been accumulated over months of observation and then savvy analysis that pulls it all together proving a conclusion point. A whitepaper is not a derivative work of data that is available on the web; it should be unique and created about a specific topic.

The time that you invest in researching and writing a whitepaper for your business can turn into a marketing goldmine. At my firm, I will typically write one in-depth whitepaper once a year. I tie a subscription to my monthly newsletter to the whitepaper, meaning that you will need to give me your email address in order to download my free whitepaper. In a short time I have added several hundred names to my e-newsletter subscription list effectively extending my reach. Some whitepapers I offer free and other websites and web authorities drive traffic to my own website just for this content. One in particular is a paper that I did on how to stop spoofing of your domain name. Internet service providers routinely link victims to my site for our research and commentary on what to do when you are spoofed.

I have found that not only creating whitepapers on topics that interest me that I would like to learn more about, but by archiving them I am providing very authoritative quality content that not only provides a service to readers, but educates them, is widely discussed on the Web, and adds to my own personal knowledge base. I have never sold access to my whitepapers but do use them as marketing vehicles and promote them on my website, blog, and e-newsletter.

If you don’t have the time to invest in research and writing of a whitepaper, don’t despair feature articles written by professional writers may be the alternative for you. Check out our post tomorrow for more information on how you can build web authority with this technique written by professional writers.

Building Web Authority with Feature Articles or Linkbait Articles

If whitepapers are not for you as mentioned in our previous post then feature articles or linkbait articles may be the best option for you. With these types of articles, you can easily pay a good web content writer to create a 600 to 800 word article for you on topics that dovetail with the services you provide.

Once created, you can register the articles with a variety of article directories for syndication on other websites, in ezines, or on other blogs. The articles will provide a one-way inbound link back to your website and will appear in Google on the article directory site.

For some clients, we recommend the additional installation of an article directory back on their website as a repository for this created content. If your blogger has written these articles, the research and topics will provide additional content creation opportunities. Additionally these articles can be pointed to by links from within your own website and blog either at the article directory or in your online article repository.

By cross linking all you do with specially created content, you help to point search engines to the content that builds your own authority.

Personally I have found that Google does not really factor in the one way inbound links that you get from article directories to improve your organic position with this technique, but Yahoo and MSN will move you up on the search results page with feature articles registered at the various article directories.

Now the very pointed question, if doing articles, which can be costly, doesn’t help you with Google placement why do them, you should do them to create authority for your website. This is one reason why we recommend an article repository back on your own website; so you build credibility in your readers’ eyes as well as for search engines. We know that articles of this nature do not give you an important immediate organic boost, but much of what builds authority and organic placement is not about immediate results but long-term results for readers PLUS search engines.

AdWords Password Protection

You must guard your Google account login especially if you are using AdWords as if it is your bank login ID. It is a good idea to even change your password every month in Google to protect yourself.

Personally I feel that after having a previous client have their AdWords account hijacked several weeks ago that Google is wrong to force users to have one master Google login. If someone gets a hold of your Google master account, they can wreak havoc in so many areas now that Google has required it’s use across it applications.

If there was one thing that I could tell Google, I would say let AdWords have it’s own login and even if the user email is the same allow for AdWords to have its own password different from the Google account login.

The client who we know who had been hijacked had been fooled into revealing their login and password from a phishing email sent as a Google AdWords correspondence. It is so very important to know that for PayPal and now Google AdWords that you must never login by clicking a link in an email or send your password plus login together in an email. I say PayPal as well as it has long been known that PayPal has been a target for phishing campaigns. As for AdWords, phishing is new for them, just this last week I have received over 15 emails supposedly from Google to login from a link in an email. So my suggestion is to very carefully guard your login and change your password for Google with a degree of regularity. You must actively work to keep yourself safe from AdWords bandits.

Our Blog Has a New Name

Our new blog name is The Web Authority. We’re retiring our Web-World Watch name over the next several weeks. In addition to a new name, we have a new focus, a new look coming, and great new content already planned.

so, stay posted as we change our URLs, our feed address, and in general change our message and look to be more valuable to your and your business needs.