Content Authority is a term that has been around for some years in the digital marketing world. There have been numerous definitions tossed around, most seemingly fitting, given its use or the approach in which it is used.
Traditionally, the term “Content Authority” has meant to develop a content plan around the idea of “authoritative content.” This simply means content that is developed around a subject matter on a website and dives deeply into all of the facets of that subject. All of this through different pieces of content focused on a micro piece of that subject; which is all wrapped around a singular macro subject.
After some time, when done correctly, the site will become an authority in that subject – therefore, the niche. To be warned, this is based on, among other things, how users react and the competition within that niche.
Others have linked it to “domain authority” and “page authority”, which in my mind – are third party metrics that truly do not connect (or mean much for that matter).
I use the term in more of a traditional sense, but with modern expectations and applications. The end goal is to achieve niche authority through the use of content.
In 2021 this methodology is chugging along just fine. As long as the content plan is plugged into modern search needs.
Some of these are:
- Voice Search Optimization
- Rich Snippet Optimization
- Original & Meaningful
One take away I also have from 2021 is that these content pieces do need to utilize old school tactics, even if that is where the idea initially arose. Keyword densities, 10x theory, and a slew of others are no longer a priority. The main priority is a steady stream of focused content that, within each piece, is spoken in a clear, conversational way. Length is determined by the subject itself. The content only needs to be as long as it truly needs to be to fully explain the thing.