Many bloggers just concentrate of creating posts of content, and most of the other features of WordPress are often overlooked. If you started a brand new blog tomorrow, hopefully within 2-3 months your homepage would have a google pagerank – and your site would be indexed in all the search engines. Over time, if you keep posting content and build links, your homepage will become your main “authority” page, with pagerank and search engine listings. The more content you write, over time some posts will bubble up to the top as “most popular” and some of those with gain pagerank themselves and become high in the search results pages – like your homepage. They will organically and naturally become “authority pages”.
In the past I’ve called these kinds of posts “pillar articles”, and the more a site or blog has the better. Today I read a post on another blog that called these “money pages” (because they bring the traffic) – and I like that description. So, rather than keep writing posts and lets the odds of fate determine how many and what kind of authority pages to have in your site, why not build your own?
That’s right – you can actually write your own authority pages. Basically all you need to do is figure out what it should be about. It could be just a roundup page categorizing certain posts on your site, it could actually be a category or tag page itself, a WordPress “page” you created, or even a post if you want it to be. After you figure out what page it should be, try to come up with some good keywords you’d like to rank for to drive traffic to it. Do a little keyword research to get some good ones, because you’re going to use them over and over and over again.
Now that you have decided what URL to make the authority page and what keywords to use drive traffic to it – it’s time to start building links. What I usually do is come up with 2-3 keyword phrases, and use the first version the majority of the time but alternately use versions 2 and 3 some of the time.
Awhile back one of my blogs I wanted to start an authority page for “Tech Reviews”, and I used the keywords “Tech Reviews”, “best tech reviews”, and “gadget tech reviews”. Then when I created the page I named it “Tech Reviews” and used it again in the first few sentences of original content on the page. Then I added it into my site navigation. Next I listed all the pages I had done tech reviews on that site for, with the title, and an excerpt of the content. I went to each and every one of those reviews and added a sentence in the first paragraph “This is part of the ‘tech reviews’ series” (and linked the keywords “tech reviews” to my authority page. The I wrote a blog post about the new tech reviews page and linked it. All of these things combined were my “internal linking stragegy“.
Next I started building links on other sites. I wrote about my authority page on some of my other blogs and linked back. I added it to some of my forum signatures and wrote some posts. I created pages on squidoo.com and hubpages.com and linked back there too. I posted some blog comments and used the authority page URL and keywords. All of these things combined were my “external linking stragegy”
An analogy I like to use is that your blog is like the mall. At the mall the owners know traffic patterns and psychology of how people think, and that’s why they choose 3-6 “pillar stores” and place them at main entrances. In the US a small mall might have a Sears, JC Penney’s, Macy’s, Elder Beerman, etc. These huge department stores are meant to draw in the majority of the traffic to the mall, in good times and in bad. Without these “draws” the smaller stores would suffer because they aren’t large enough to draw enough traffic on their own to survive. This is why I tell most new bloggers that they have to post at least 60-100 times to a new blog until it starts to blossom and become successful, because the authority pages have to be established. The difference is, most blog owners don’t understand that (like the mall) you have direct control over how many and which authority pages are within your blog. Don’t wait for them to “rise to the top” of your blog naturally – directly create them yourself!