SEO Basics : Build an Authority Site from Scratch

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1. Keyword Friendly Domain Name

Your first option is using a domain you own but have never used. If your domain is, and you need to target ‘Miami refinancing, then make sure to place the keywords in the URL. The website URL should appear as not Even if your domain name was, I would still use the friendly URLs to make the link look like this

Your 2nd option is purchasing an old domain. There are a lot of old domains out there that have a lot of backlinks, but you will need to make sure they haven’t expired. An expired domain may be looked at as a brand new domain. A great place to search old domains is Prices can vary, and you’ll have to pick from a pool of domain names.

If you can’t afford to bid on old domains, then your 3rd option is to register a domain with Godaddy. Making sure that the domain name contains the general keyterms of your website is very important. Depending on how you plan to target your website, I would first start off with a regional site. If you can only offer auto sales in Charlotte, North Carolina, then I would pick a domain name that includes Charlotte in the domain name. Picking just ‘automobiles’ or ‘cars’ is way too broad. For example: is better than

If you can offer products/services on a national level, then it will better to try to use a domain with a general key term. A great example of this is If you search your city name (US Only) with the key term ‘mortgage’, then you’ll more than likely see them in the top 10 of Google.

2. Content

Amount – Blogging helps you maximize in creating multiple pages on your website. Forums are another great way, but a little bit trickier than blogs. Making sure you have quality content will help more pages get indexed by the way of natural inbound links.

Fresh – Fresh content will bring the spiders back every time you write new content. WordPress has an autopinger that automatically pings whenever you add new content. This is how a brand new post can appear within minutes in the Google index. Blogs/Forums can both generate lots of content with every new post/thread/comment that is created.

Size – Too many words or too little words in a page can be bad. I believe that Google looks at how many words an article contains. Most article directories require at least 350 words to approve your article. You can easily determine if the page is spam if the article is less than a couple of paragraphs. Also, if you’re planning to write over 500 words then you’re probably writing about too many broad topics on the same page. It would be better to have 2 articles indexed than having 1 long article. For Example, on FHA loans I can write about FHA, FHA Refinance, FHA Purchase, FHA Cashout Refinance, FHA Streamline Refinance, etc. I could put all the information on 1 page, but I can also write a nice article about each specific topic. This helps out with developing keyword rich content.

3. Site Structure

Bold/strong/h1 tags – are you overusing these tags? Bolding a whole page or paragraph will lessen the effect of using these tags.

Title tag – make SURE to include keywords in your title tags to help rank high. Remove stop words from your title tag. I like to use the pipes | and no more than three keyword phrases. Using commas in a title makes it look spammy IMO. Some people just put a line of keyword text which also looks spammy.

Interlinking – I believe every content page on your website should contain a link to another page in your website. Your WebPages should reference each other, and will help readers/robots find another page in your website.

External linking – a great way to help Google determine what type of site you have is by linking to an authority site that is in your niche. Be very careful who you link to. Especially, if you’re doing reciprocal linking with your own websites. If one page is penalized, then your other sites may suffer because they’re linking to the site that is being penalized.

Nofollow/noindex – making sure that links/pages are not indexed or nofollowed is very important. There are a lot of links that should not be indexed and/or should not receive any juice. Pages such as terms of service, registration, login, privacy info, etc should not be indexed, and these internal links should also contain nofollow. There are a lot of comment spammers that comment on a blog for the purpose of getting a backlink. Place a nofollow link attribute on these external links so you’re not giving away juice to a page that you may not recommend to others.

4. Back Links

The amount of dofollow backlinks to a website is critical when building an authority domain. One of the biggest issues that most websites have is that they build 1,000 backlinks to the homepage, and about 10-20 backlinks to the rest of the website. Each page in your website should be an authority page, and the only way of achieving this is by building multiple backlinks to each one. Your goal is to rank EVERY CONTENT PAGE, and your future pages will rank high naturally. I recommend no more than 50% of your backlinks pointing to your homepage.

Fresh backlinks on a constant basis is a great indication that your website is healthy, and an authority website. Make sure to add social bookmarking buttons on your website pages so your readers can easily bookmark these pages. A lot of social bookmarking sites count as dofollow backlinks.

Age – The backlink’s age is something hard to manipulate. Google relies heavily on when they find the link, and if it’s still there the next time they crawl the page. The older the link the more weight it has. The only way to get aged links is to start sowing links today so you’ll reap the age benefit within time.

RSS Feeds – Submitting your RSS feeds to feed directories can create automatic backlinks to your individual post pages. Some websites give you the option to have your rss feed within your site profile. Here are a few sites,,,,,, and

Quality backlinks are probably the most important factor in building an authority domain. Picking ONLY dofollow links in your link strategy will have a huge impact in your rankings. Some say that ‘nofollow’ links are good, but a lot of people know that their value is worth little or nothing at all. I had a website that had about 90% nofollow, and 10% were dofollow links. The website never went up in rankings until I started making sure the backlinks were dofollow backlinks.

5. Anchor text

All links whether internal or external should contain a simple format for the anchor text. Use keywords in the order that they are searched, and stay away from keyword stuffing. Rearranging the keywords may come up with an entirely different search. An example of this is Chocolate Milk or Milk Chocolate. I would also stay away from using commas or other symbols in the anchor text. Rule of thumb is if it doesn’t get searched that way, then don’t use it!

6. 3rd Party Resources

Articles – I recommend article contribution via buzzle, ezinearticles, americanchronicle, ideamarketers, amazines, and articledashboard. Just like you would use keywords in your title tag for your WebPages, you should also use keywords in the title of the article. Instead of writing, “FED Bailout lowers interest rates”, you can use a more targeted title such as “Miami Mortgage Rates drop”. With this title there is ‘less noise’, and will help the article rank on Google. Rule of thumb is using the keywords in the front of the title. I recommend this for ALL articles including press releases, videos, pictures, etc.

Press releases – PR sites like offer dofollow backlinks, and some like will allow you to use anchor text. Both automatically appear in the Google News search. Having your link appear in a news article that is in the Google News search helps out the diversity of your backlinks.

Social media – use sites like,, flixya, wikio, gather, propeller, and hubpages. Not all will give you dofollow backlinks. Some are changing the way they give backlinks as I write this article. Social bookmarking sites like mister-wong, reddit, jumptags, and folkd will also help generate backlinks to your site. Check to see if they changed their dofollow/nofollow external link policy before using them.

Misc Links – There are many websites that will give an appraisal, analysis, or stats for your website or any website you submit to them. Here are a few –,,,,,,,,,,,, and

Robert Enriquez is an SEO Consultant located in Charlotte, North Carolina. Robert can be found on Twitter or his SEO Blog.

Robert Enriquez

Robert Enriquez

Robert Enriquez, Founder of Search Exchange, can be contacted at his SEO Company site, through twitter @SearchExchange.
Robert Enriquez

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  • Loren Baker, Editor

    Thanks Robert! It should be noted that although some press release services do allow organic links in their releases, Google does automatically not follow a good amount of those links on the Google side of things.

    Although, if those releases are reprinted by a third party – which is the goal of a press release, to release news to the press, that link will pass value 🙂

  • Robert

    I agree with services like MarketWire or UrlWire, they offer links with anchor text. They submit to Yahoo, MSN, and others.

    Thank you for you post ! 🙂

  • Matt

    Nice, agree with what you are saying, especially point 1. Keyword based domains goes a long way.

    Months back I wrote a piece on buying expiring domains for link juice. If anyone is interested its here:

  • Roy

    Great post Robert – looking forward to more of your SEO insight on the court!

  • CPR Instructor

    I was looking for an article like this…thank you for your contribution…Great Job.

  • Thai Boxer

    i like that :

    if you’re planning to write over 500 words then you’re probably writing about too many broad topics on the same page.

    and then this article is : 1497 words 🙂

  • Robert Enriquez

    Thai – I know lol … I didn’t want to piece it..because I was thinking nobody would enjoy it that much.

    I divided it into two articles…..will finish the next one in a couple of days

    thank you for your post!

  • Adam

    Good stuff. Especially like the RSS piece. RSS is often under appreciated (or maybe not understood) by the non-techies.

  • Robert Enriquez

    thanks Adam.

    I love RSS feeds…it’s like putting your website on autopilot for backlinks everytime you post.

  • Kevin Sandridge

    Robert, on the topic of RSS directories. How often should we resubmit to them?

  • Robert Enriquez

    Kevin – once…..

    Some of them broadcast your feed, so you only need to submit to 1 directory at a time.

    Either way…i dont see why you would submit a link to a directory more than once unless they had different sections. (it will depend on the situation for this) I can see why you shouldnt, and why you should.

    Submitting a feed to more than 1 place in the same website is not something i would recommend.

  • Micro

    wow, great article. Very informative, thanks.

  • Dan Schulz

    Not a bad article, but I was put off at the suggestion of using GoDaddy to register a new domain name. Not that I have anything against GoDaddy (I have a domain through them), but it would have been better to say “register a domain from a reputable and ICANN certified domain registrar” rather than singling out any single registar or service provider.

    There are some other points I disagree with, but it’s going on 11 PM here and I need to head to bed. If you like, I’ll be more than happy to point them out and explain my position on them in the morning.

  • Sapna

    Hi Robert,
    I found your site while using twitter. This page is really containing a nice and useful stuff, Thanks for this. Hope we will find more stuff in future.

  • alleycat

    the title is misleading – it should read ‘how to build a search engine friendly website from scratch’.

  • Brant

    You may or may not believe this, but a side project that I am working on generated 15,000 organic visits from Google in one day from a domain that was merely 3 weeks old. It runs wordpress. The domain had 0 backlinks and averages about 75 new posts per day.

    The huge traffic surge only lasted about 4 days, but it has been a steady 200-400 per day ever since.

    Totally made me rethink how much weight quality relevant content truly is.

  • Referencement

    Quite a complete article, thanks for sharing.

  • Stuart


    This is great content and very applicable. I appreciate it and will use it with my own blog!


  • Robert Enriquez

    Dan – just throwing Godaddy out there since they’re well known.

    I would rather give a name than say…reputable

    Too many ppl say …’get quality links’ yet nobody wants to offer any links at all.

  • Robert Enriquez

    alleycat – today’s authority site may not be complete with SEO. They’re probably an authority because of the age factor.

    This article deals with building them from ground zero. 🙂

  • a_usman

    Wow great post. I am building my blog right now and these tips will help me a lot.

  • Confronta ADSL

    Wow great article.
    I am gonna using it for a new website… thank you 🙂

  • Naya

    Thanks, Robert, for the tips. I was looking for articles on celebrity foreclosures when I saw your article being recommended. Info about sites suggested for increasing links is helpful.

  • Robert Enriquez

    thank you for your comments

    please make sure to SPHINN THE ARTICLE!

    thank you 🙂

  • Walter

    I have to say many good points were mentioned in this article. We know content is king, and it should be. But how we apply it, such as breaking a large article into smaller ones makes sense; not only for search results, but also for readability.

    True, each page should really stand on its own; why should the homepage get everything. When I search for something, I want the page with the content, not the homepage. I know the homepage will probably not be in the result, because it lacks the necessary keywords, but the page with the content will not rank high, because only the homepage was optimized for search results.

  • Colorado Springs Real Estate by Kathy Torline

    WOW — what an amazing article. I know just enough about SEO to be dangerous but not good. Thanks for sharing all of these great tips.

  • michaelj72

    thanks for the helpful article, many good point there, Robert.

    i understand the importance of backlinks and have been working on that quite a bit for 5+ months now mostly via directory submissions – the problem there is that many if not most of them require that your link be to the main page. some directories of course offer deep links (bidding directories in particular) but in general main page is about it. how would one go about it otherwise, any ideas or suggestions?

  • Bill Gates

    Robert, you’re the man in this virtual world.

  • Robert Enriquez

    Great compliment coming from Bill Gates!

    Michael – social bookmarking will help you. The directories are no longer indexed like they used to be. If the page is not indexed then the link is worthless

  • michaelj72

    thanks, Robert, I appreciate your advice and am working on the social bookmarking part of things.
    In fact I usually check any of the paid directories rather carefully to see how well indexed they are before submitting.

  • Jack

    Very informative, Thank you for sharing this info. People are charging $500+ a month for services you mentioned, I’m glad to learn that I can do it myself.

  • Todd Hebert


    This was one of the most informative posts I have seen. You don’t beat around the bush just give the facts.. Thanks so much.

  • autoboss

    Hello Robert, thanks for the helpful article, I found Very impormative and good point.

  • Ashely

    Can you give me some examples of authority sites? Can be considered as an authority site?

    Let me know.

  • PM

    If you’ve been involved in Internet marketing the last year, then you have heard how authority sites are taking the place of spam sites for a business model. The search engines are happy about that. They didn’t like sending visitors to sites that were merely a few pages of scraped content and no real information.