How the Parts of an Authority Network Connect

An authority network is not simply a collection of websites and backlinks. It is a connected body of useful information surrounding a genuine business.

In Episode 5 of the Local Business Visibility Podcast, Emily asks Barrie Evans how the main website, Google Business Profile, supporting websites, videos, podcasts, social profiles and content feeds should connect.

Creating useful routes through your content

People do not always discover a business through its main website. Someone might begin with a YouTube video, Google Maps result, podcast episode, social media post or article published on a supporting website.

A well-planned authority network provides sensible routes from these entry points to more detailed information and, where appropriate, the relevant business service.

Topics covered in this episode

• What makes a group of online properties an authority network
• Why everything does not need to link directly to the main website
• How people can enter the network from different places
• The relationship between the website and Google Business Profile
• How videos, podcasts and written content support each other
• Where supporting websites and content feeds fit
• The role of social media in distributing permanent content
• Why business details should be accurate and consistent
• What makes a link relevant rather than forced
• How to build connected content around one service at a time

Barrie also explains why a smaller network of complete and useful properties is more valuable than a large collection of neglected accounts, websites and documents.

Every property should have a role, every piece of content should have a purpose and every connection should help someone understand the subject or take a relevant next step.