For this, it is important to differentiate in the broadest sense between owned media , paid media and earned media . IMPORTANT: Authority and expertise are transferred to me and/or my company from outside. Of course, I can present myself as an expert and name myself as such, but anyone can do that. The "proof of expert", however, comes from third parties, e.g. via references (links), mentions of my name or that of my company in combination with terms from the respective subject area, recommendations via word of mouth, searches for me or my brand in certain thematic contexts.
Authority is determined by the frequency with which these conditions occur. This is relatively easy for Google to determine using statistical methods.
So what exactly do I need to do to make it clear to users and Google that I am an expert and authority in one or more subject areas and that I can therefore be trusted?
Use PR and public relations to ensure that your brand or spain phone number data company is mentioned as often as possible in thematic contexts. In terms of SEO, you should make sure that the results can also be captured/crawled by Google.
In your marketing campaigns, always pay attention to the connection between the brand and the terms relevant to the topic area.
Use your marketing activities to trigger users to search for you in the appropriate thematic context.
When doing your content marketing via owned, earned and paid media, make sure to consistently cover the subject areas and corresponding terms.
Publish content in your content hub of choice (blog, magazine, glossary ... on your own website)
Create deep topic silos for each topic area to show Google and users how deeply you engage with one or more topic areas.
Network with other industry influencers and give them opportunities so that, in the best case scenario, they are intrinsically motivated to recommend you or refer to you. Keyword: influencer relations.
Maintain the content on your website and keep it up to date if the topic requires it.
Make sure to remove irrelevant and low-quality content from the index or not have it indexed at all. This will prevent possible thematic dilution and ensure the quality of the website's content as a whole.
I would also like to give you the following rules, which I consider to be very important in order to position yourself and establish yourself sustainably:
Content marketing is the most powerful weapon to achieve positioning and thematic authority.
Start by positioning yourself in niche subject areas and don't be too generic. Position yourself narrowly at the beginning and then expand it gradually? Occupy a special topic. Large, successful companies like Zalando (shoes) and Amazon (books) have shown how to do it.
Choose the subject areas you want to cover in such a way that you don't run into thematic dead ends that can no longer be scaled up.