Using Local Business Partnerships To Build Authority And Visibility - Search Engine Journal

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In the ever-evolving landscape of digital marketing and search engine optimization (SEO), one thing remains constant: the importance of authority, which has a distinct effect on organic search visibility.

Authoritativeness is the “A” in the much-heralded E-E-A-T found in Google’s Search Quality Rater Guidelines.

In short, a business or organization needs to prove its authoritativeness to Google, and all other search engines, in order to be considered worthy of visibility in search engine results.

The authority of a local business can be established in a few different ways, most notably:

  • Via the helpful, high-quality, well-structured content it creates for its target audience/customers.
  • Through validation of its offerings via industry-specific backlinks it maintains to its primary product, service, or other relevant content.
  • Via the engagement of its content.
  • Through validation of its “localness” via its local appearance, community participation, and engagement.

We are obviously going to focus here on the fourth, often underestimated and overlooked, aspect of local business authority.

It only stands to reason: if a business wants to be visible locally, it needs to truly...

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