How Can You Help Clients Become an Authority?
BlogKing March 12th, 2008
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Jeff Quipp of SearchEnginePeople had an interesting article on What is authority and how to build it. Thanks Jeff for a terrific explanation.
photo credit: Erica_Marshall
There are only 3 primary strategies:
1) Be an expert, of which there are 3 primary approaches that I’m aware of:
a) Be amongst the best at a particular niche (eg. Bill Slawski at understanding and interpreting complex search patents, Muhammad Saleem at social media). This is a difficult balancing act. You don’t want the niche to be too narrow that you limit people’s perceptions of your abilities (not unlike type casting to some actors), though too broad and its near impossible to establish yourself as an expert, and less and less likely over time. b) Simplify and explain complex industry issues (Dosh Dosh or Rand Fishkin)c) Break new ground with respect to a subject. (Eg Tim Nash with understanding the algorithm of Stumbleupon, Seth Godin with his purple cow concept, or Gord Hotchkiss of Enquiro with their research)
What’s really interesting here is that communication is key here to each of the above techniques; if no one can understand your contributions or the extent of your knowledge, you will attract no respect or admiration.
My personal belief is that this is where SEOs can help clients a great deal. We can help guide clients to understand where their particular strengths lie within an industry (are they extra knowledgeable about a particular niche? have they done research or discovered something really interesting about a particular industry concept? Or do they just have an exceptional knack for simplifying and communicating?), and then to help focus the clients to leverage those strengths.
2) Be a uber networker and super friend. People using this approach must give openly, have no expectations of reciprocation, and be genuine. They understand that “the best way to have a good friend is to be a good friend”.
Superior interpersonal skills are a must too if you hope to become an Authority. If someone is a great friend to many industry peers, many will develop an affinity with the individual, and he/she will get a chance to showcase his/her knowledge and earn their respect. People are also much more forgiving of limitations and mistakes made by friends … and we all have limitations and make mistakes!!!!
3) Carefully craft perceptions: Associate yourself with authorities. The phrase ‘guilty by association’ works both ways; be seen with the wrong parties and perceptions of your skills, abilities, knowledge, and judgment plummet. Alternatively, be seen with the ‘right’ people/sites, and perceptions of your skills and abilities are strengthened. This is important for individuals as well as companies … see DoshDosh’s post to this effect at How Brand Associations Help To Promote Your Website or Business.
Equally important, is the concept of being in the right place at the right time. Many a fortunes have been made (think Bill Gates and the launch of Microsoft) by people lucky enough to have been holding the gauntlet when the powers that be were thirsty. Of course, being in the right place at the right time is of no benefit if you are not prepared. I’ll argue its next to possible to predict when and where its going to happen, so preparation for the eventual opportunity is key.
In the end, you’ll find most authorities use a combination of these approaches, and almost all target a specific niche. The more approaches used, the more likely someone is to become an authority.
