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The Value Of Piggybacking Authority Sites For Rankings (And The Pitfalls)

by: ruthalandry on Date: Fri, 2 Jul 2010 Time: 7:10 AM

When you are trying to rank your content for a keyword term, you can attempt to do it with many different types of sites. You can try with a blog, an e-commerce site, a static html site, or you could try with a “Web 2.0” site. This article is about how to use Web 2.0 sites to get great, fast rankings. It’s also going to explain some of the major drawbacks that can occur.
These Web 2.0 sites are considered “authority” sites because they generally have thousands or millions of content loaded pages, backlinks, users, and visitors. Many of them allow you to create an account and submit your content to them. The value of this is obvious when you understand how Google ranks pages.
Many of these authority sites will give you access to “ranking factors” that would take you years to build up on your own sites. For example, the Google algorithm takes into account the following:
1) Domain age
2) Number of backlinks to the domain
3) Number of indexed pages on the domain
4) Directory listings
5) PageRank
So if you have a new domain and you’re trying to rank for a target keyword, you’re not going to have the advantage of ANY of the above listed factors! So in that sense, submitting an article to an article directory like EzineArticle (the biggest, most popular one), for example, would give you an immediate boost over putting up a new blog.
This is not news to many article marketers. In fact, it is common practice for marketers to submit their sites to EZA or GoArticles in hopes of sending some backlinks to it and ranking for a target keyword. If you use good backlinking practices, you will give yourself an excellent chance of getting that page ranked.
However, it’s not all roses. One of the problems with using an article directory to rank is that you have very little control over what goes on the page. This can severely diminish your ability to “convert” visitors into buyers, leads, or clicks. In EZA, for example, the page is littered with Google Adsense, and those revenues go to EZA. And you can only put a limited amount of links and they need to be in your “resource box” at the end. So as far as monetization is concerned, it can be much weaker than if you created the site.
Also, you don’t control your accounts or the site. I know of one guy who one day had his account closed and thousands of his articles and his entire income were wiped out at a blink of an eye. And if Google decides one day that they don’t like a site (like they did with Squidoo.com), your rankings could plummet overnight. So in this sense, if you’re going to do this, make sure you diversify your accounts and the websites that you use.
As you can see, there is a great opportunity to rank with authority sites. You just need to know the risks and be smart about your approach.

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