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It’s becoming vogue for content marketers, or SEOs, to talk about Domain Authority in the same way they used to talk about article marketing and link building. But what is Domain Authority, and is it important?

Rohit Palit offers the best definition of Domain Authority that I’ve ever seen:

… it basically means how much your site is likely to rank higher in search engines compared to competitor sites.

In other words, your Domain Authority is relative to other sites in your niche.

Post-Hummingbird, the most important metric for ensuring you rank higher in the search engines has shifted. It isn’t more content or more links. It’s higher quality content and perhaps some of the five pillars of content marketing shared by Palit’s infographic on Domain Authority. These include:

  1. On-site SEO factors
  2. Content promotion efforts
  3. Social media
  4. Branding
  5. Relationships with influencers

This is a combination who-you-know and what-you-know approach. Pure SEO – on-site SEO – is still important, and links are too to some extent, but equally important are branding, social media, your overall content marketing strategy, and your ability to influence the influencers. Google wants to force webmasters to build relationships not links.

By “relationships” I mean three things: Relationships with influencers, relationships with your customers (or target audience), and relationships between entities.

SEO is in a constant state of change. If you want to increase your chances at ranking in the search engines for your key terms, don’t focus on keyword-based content. Focus on creating great content, promoting it through valuable channels, and building relationships with key people who will interact with your brand in a meaningful way. In other words, carry on with your marketing plan as usual.

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