Moz has recently introduced a new metric, Brand Authority, in its Moz Pro SEO tool kit along with the Moz API.
While you may be familiar with domain authority and its importance in SEO, the Brand Authority metric is notably different and is worth optimizing separately.
In this blog, I’ll tell you all about this specific metric and how to build Brand Authority for your website.
What You’ll Learn
- What is Brand Authority?
- How is Brand Authority Calculates?
- 7 Ways to Increase Your Brand Authority
- FAQs About Brand Authority
What is Brand Authority?
Moz has its own tools for SEO and, in an effort to enhance those tools, has introduced a new metric called Brand Authority.
The goal of this metric is to determine what kind of authority a website’s brand has, helping measure everything from brand mentions across the web to the overall ROI of branding efforts.
Ultimately, with the help of Brand Authority, you can gauge the effectiveness of your branding strategies and work toward continually improving them over time.
Morgan’s Expert Insight on Brand Authority
Before getting more into Brand Authority and what it’s all about, as Director of Digital PR, I have some insight into this metric to offer.
Brand Authority isn’t just a buzzword; it’s Moz’s newest search-centric metric to measure brand influence and strength. Moz’s Brand Authority metric provides businesses with a holistic view of their brands’ authority and influence within their industry to help brands better understand their strength compared to competitors.
If you want to excel with your SEO campaigns with the help of Moz SEO tools, measuring Brand Authority will go a long way in boosting your performance.
Incorporating this new metric into our arsenal allows us to gain deeper insights into our brand’s performance and identify areas for improvement. You can optimize various aspects of your online branding to build authority, such as detecting poor ROI, assessing your branding strength, and getting more brand mentions.
How is Brand Authority Calculated?
Moz integrated this new metric to help businesses determine where their brands fall in Google’s eyes. Based on how Google and other search engines perceive them, businesses can then work toward improving their Brand Authority by taking several key steps.
In measuring Brand Authority, Moz looked at certain items like brand mentions and branded niche products or services. To effectively measure branding, Moz looked deep into the different types of branded products and brand names and how people look for them in search engines.
Generally, the more effective a brand is at getting mentions and searches, the higher the Brand Authority score, which ranges from one to 100. If you score closer to 100, this means your brand is performing very well online.
6 Ways to Increase Your Brand Authority
To get the most from this new metric, it’s essential to know how to build Brand Authority in addition to other elements of SEO.
1. Produce High-Quality Content That Establishes Authority
One of the best ways to build Brand Authority online is to create great content that your audiences find valuable.
This content could include everything from informative blog posts and product pages on your website to engaging video content on platforms like YouTube.
The better your content, the better your Brand Authority. It should also come consistently to keep audiences engaged and help you maximize brand exposure.
2. Connect on Social Media
Whether your brand appears on Facebook, Instagram, LinkedIn, or another big channel, be sure to regularly post top-quality content and connect with your audiences.
Regularly producing videos, text posts, images, and other social media content will generate more buzz, and people will be inclined to share it with friends, family, and colleagues if it’s of consistently great quality.
People sharing your content on social media are also more likely to include brand mentions, which can really help build Moz Brand Authority.
3. Get Into Guest Blogging
Another way to increase brand mentions and overall authority is to get on industry-relevant websites and blogs through guest posts.
By reaching out to webmasters and writing high-quality guest posts, you can not only include links that generate more web traffic, but you can also include brand mentions and build authority among new audiences.
Knowing that other industry professionals and experts also endorse your brand can increase trust among audiences.
4. Host An Event
You’ll be able to get a lot of brand mentions and recognition if you host an industry event, whether in-person or online.
Think of an event or conference in your industry that you would like to see—what could get a lot of attention and attendees? Doing some research into this can help you choose the right topic and event type.
What are some past events that were big draws with your audience? Maybe you could differentiate yourself by covering certain issues or topics that other similar events didn’t cover.
You could also get some clout by partnering with relevant influencers and industry experts when hosting your event, attracting more publicity and attendance.
5. Build More Backlinks
Guest posts can include backlinks, but there are other ways to go about link building to increase Brand Authority.
For example, you could simply create great content that people naturally want to share on other websites.
You could also include links to your website on social media profiles or other websites you own, known as owned-media links.
6. Use Testimonials for Social Proof
Reviews are one of the most powerful tools. Weaving reviews and testimonials into your service pages provide an opportunity for potential customers to explore how your products and services impact customers.
Testimonials will also help you stand out from competitors.
In a crowded marketplace with similar products and services, reviews will help push customers to choose your products over your competition.
7. Include Awards and Important Accolades
If you’ve won an award, be sure to share it across your website and social media. They serve as tangible evidence of your brand’s quality of work, innovation, and overall excellence.
This increase in visibility may produce buzz on social media or around town, bringing in new business and boosting your Brand Authority further.
FAQs About Brand Authority
1. How does Brand Authority work?
Brand authority, increases as brands gain more recognition, trust, and word-of-mouth marketing. Your on-site content, social media activity, and brand mentions all over the web could factor into brand authority.
2. What is an example of Brand Authority?
Moz published a list of top brands based on the Brand Authority metric. These include:
- Google.com
- Facebook.com
- Amazon.com
- Walmart.com
- Yahoo.com
These websites have a massive online presence and a wide-reaching reputation that has resulted in high authority.
3. Why is Brand Authority Important?
If you want to know how your audiences perceive your brand, measuring Brand Authority is vital. Based on your brand’s presence, you can measure the effectiveness of your marketing efforts, including SEO and branding strategies, allowing you to identify opportunities for improvement.
Build Your Brand Authority with Ignite Visibility
Want to make the most of this new metric and your Moz toolset? Ignite Visibility has plenty of expertise in this area to help you improve your brand’s performance.
With our team behind your digital PR efforts, you’ll be able to:
- Effectively measure Brand Authority
- Get more brand mentions on social media
- Land more high-quality backlinks
- Develop and host brand-building events
- And much more!
If you want to supercharge your marketing efforts but can’t do it on your own, connect with Ignite Visibility today!
