What is Website Authority | How is Website Authority Calculated | How to Increase Website Authority | Contact ADVAN

No matter what kind of website you have, you’re most likely interested in getting more website traffic and getting your website to rank higher in Google. While it's never a bad idea to increase your website authority score, you first need to focus on what causes this score to rise or fall. High-quality backlinks from authoritative websites can affect your website authority rating. Learn more about the ins and outs of website authority in the blog post below.

What is Website Authority?

Website authority measures the strength of a website’s backlinks compared to similar sites. There are a number of SEO tools that measure this metric, but the name and calculation can be different between each one. Most of them rate on a scale of 0-100. These scales are logarithmic, which means that it is much more difficult to raise your score from 79-80 than from 9-10. In addition, a rating of 20 is more than twice as authoritative as a rating of 10.

How is my website authority calculated?

The Number of Links | Rating of Linking Domains | Number of Sites each Referring Domain Links To

Here are the three main components that contribute to your website authority rating.


Some people believe that the more websites you have linking to your page, the higher your website authority will be. But it’s not that simple, as only "followed" links are taken into account in the calculations.


The rating of the linking sites on your page is taken into account, as it’s easier to get links from low-quality sites. Obviously, this means backlinks with high scores will increase your rating more than those with low scores.

As the score of a linking website increases, yours can too. This is why it pays off to build your website with links that show potential. Potential can be judged by the quality of the site content link growth online.


If you have two ‘followed’ links with identical website authority ratings, one can increase your rating more than the other. The better option will be the website that has more linked domains with at least one ‘followed’ link.

So, how do you increase your website authority rating?

The best way to increase your website authority rating is to build more ‘followed’ links to your site. Just remember that if you’re linking from a site with a low score, or if that website links out to a lot of websites, the increase in your score could be insignificant.

Also, don’t build links to random pages. You should be building links directly to pages that you want to rank for in Google. Building high-quality links will bring you the best results, and your rating will increase as a byproduct.

Interested in Learning More?

Want to learn more about increasing your website authority rating? Contact ADVAN’s team of digital marketing experts today. We’ll implement an SEO strategy that takes into accounts all elements that can increase your Google rankings, such as your website authority rating or domain authority rating, which is just one of these.

The Importance of Long Tail Keywords | 6 Benefits of Using Long Tail Keywords | Contact ADVAN

In today's world, you can find just about any information on Google; from addresses to products, to websites, even finding the best local restaurants. Google searches may include typing one or two words in the search bar, which are known as short-tail keywords. Longer phrases of three or more words are known as long tail keywords.

The Importance of Long Tail Keywords

It's not always best to focus on short tail keywords for your SEO strategy. For some clients, it makes the most sense to focus on more long tail keywords initially, since the intent is clearer and competition seems to be lower.

6 benefits of using long tail keywords in your SEO strategy:

Low Competition | Be Specific | Target The User | Use Interrogative Words | The Position Zero Opportunity | Success in Shorter Time

Low Competition

Using more words in your search allows you to be more specific, which means the search volume for that detailed combination of words is lower. Since the search volume is lower, the number of matching results will be lower, therefore getting you exactly what you were looking for, faster.

Be Specific

Longer search phrases allow the user to give more details as to what exactly they are searching for. This allows for a more efficient search, without the user having to look through hundreds of results. For example, someone searching “handbags” vs “Kate Spade handbags” could have the same intent, but the latter is more evident as to exactly what the user is searching for, which leads to more accurate results.

Target the User

Long tail keyword searches make it easier to comprehend what the user is searching for, compared to short tail keywords. In fact, a few extra words can make a user's goal(s) clearer, which helps you target them easier.

Using Interrogative Words

Long tail keywords can include interrogative words, which can be used in a blog. You can get more traffic on your blog by developing strategies that use interrogative phrases, such as “how to change your oil.” Use keywords that your users would likely be searching for to develop blog posts with questioning words like “how-to” or “what is.”

The Position Zero Opportunity

Position zero is the information Google displays at the very top of the search results. This can also be called the featured snippet. It is a snippet of content that directly answers a search query.

Using interrogative words as we explained above can help get your website to position zero. Including lists or tables on your pages can also help you achieve this. By targeting these long tail keywords on your website, you are also pushing your competitors lower in the search results, bringing you more traffic.

Success in A Shorter Time

While long tail keywords do have lower search volume, they also come with less competition. If your website is only focusing on queries with high search volume, the amount of time it will take for your website to be rewarded and recognized by Google will be much longer, due to the amount of competition. But when you target long tail queries, there is less competition, which can help you be successful much faster.

How ADVAN Can Help

Building a website with a strong SEO foundation can help you climb the search rankings and increase your business and leads, but it’s an ongoing process that requires knowledge and skill. If you’re ready to optimize your website, but aren’t sure where to start, contact the digital marketing experts at ADVAN today.

Are you thinking about designing a new website or redesigning your existing website? If so, it’s important that you understand the relationship between website design and search engine optimization (SEO). While they are different, both website design and SEO can give your website visitors what they want and help grow your business.

At ADVAN Design, we create beautiful websites that are also optimized to meet Google standards. We always say, what’s the point in having a stunning website if no one can find it? A search engine friendly website will help your newly designed website get found on the Internet. Here are some ways that SEO and website design go together.

  1. Mobile-Friendly – Obviously, if you don’t have a mobile friendly website in today’s world, you’re going to miss out on a large pool of potential customers. In order to reach a wider customer base, make sure your website is designed for mobile and other sized devices, not just a desktop size. Having a mobile optimized website can improve your SEO and build your ranking on Google.
  2. Website Speed – Have you ever waited more than 5 seconds for a website to load? Probably not. You most likely clicked off that website after waiting for a few seconds and went to a different one. Make sure that your designer or website design company optimizes images, removes unnecessary plug-ins, etc., in order to achieve the best site speed.
  3. User Friendly – It’s important that your website navigation is designed to be user friendly and intuitive. If a user can’t find what they’re looking for quickly, they’ll leave your site. Not only is intuitive design beneficial for your website SEO, but it’s also important for improving user experience.
  4. Site Maps – A site map helps search engines to find, crawl, and index your website content. Make sure your site map makes sense and that you have a hierarchy in place in order to improve Google rankings and also bring in more traffic.
  5. Content – Relevant content is key to keeping users on your site and ranking highly on search engines. Not only is it important to launch your website with relevant and keyword-focused content, but you must also update that content frequently to keep your Google ranking. Create content that answers your audience’s questions, such as FAQs, how-tos, or case studies. Remember that although your content should be optimized for Google, it needs to resonate with your audience as well.

After reading through this post, you should no longer consider SEO and website design two separate things. Designing a beautiful website means nothing if no one can find it on the Internet! At ADVAN Design, all of our websites are designed to be aesthetically pleasing and to Google’s latest standards. We understand that both SEO and website design can work together to make your website stand out and help your business grow. Want to learn more? Contact us today.

Encourage Social Sharing | Social Media Reputation | Social Shares & Backlinking | Maintain Your Presence

When it comes to improving your ranking on search engine results, it’s a known fact that content updates are king. The more quality content you add and more frequently you update existing content can make all the difference. But just increasing the number of keywords used in content isn’t going to move the needle anymore. So how do we get our content found by Google and continue to rank on the first page of search results?

Content distribution and sharing have changed within platforms like Facebook, Twitter, Instagram, and LinkedIn. Conversations now happen instantly and your social media followers can see and participate in them. Engagement is now measured through metrics such as comments, shares, tagging, and hashtags. The Google algorithm has and continues to evolve with the social media landscape and now tracks engagement, conversations, and social shares. Having a consistent social media presence now plays an important role in maximizing your website’s SEO and ranking higher on the Google search results page.

Encourage Social Sharing to Make your Content Easier to Find

Google continuously evolves its algorithm and is constantly looking for ways to better interpret and distinguish quality content to display on search results pages. Google must filter through all content, determine the content that is authoritative and high quality, and index it so that it is displayed in the search engine results. Google now looks at how many times a social media post has been shared, who is posting it, and when it was posted to decide what to index first. The quicker the content gets indexed, the faster it shows up on the search results page. Don't forget to link to your social media profiles from your site’s homepage and incorporate social sharing on your blog posts.

Social Media Reputation and Site Authority

Having consistently updated and well-engaged social media accounts on multiple platforms can improve your reputation and social equity in Google's eyes. Building your reputation across your social media platforms, engaging with your followers, and sharing relevant content not only benefits your brand but also signals to the Google algorithm that you’re the authority in your industry. When the Google algorithm recognizes your social media presence as a trusted source, you’ll likely see a boost in your SEO rankings.

Social Shares and Backlinking

Originally, the number of links coming back to your site (backlinks) was the main factor in deciding if your site was relevant and contained current content. You could ensure higher rankings on Google by populating your website with mass amounts of keywords and inbound links from other sites. However, instead of just looking at how many times your URL appears on other sites, Google now also takes into account how many times your URL appears in social media posts, likes, comments, and shares, in order to rate the authenticity of your site and content.

Maintain Your Presence

Make the most out of all of the social media platforms that impact your business the most by maintaining a consistent presence and tailoring your content specifically to each platform.

Optimize your Google My Business with these steps

It’s beneficial to set up your FREE Google My Business (GMB) account so that users can find you when they are searching for your products or services. Google’s local search results display a list of local businesses nearby before the user sees any other search results. Make sure you optimize your listing so that you appear in the top 3 listings, as the majority of users won’t even scroll further down than that.

Follow these steps to optimize your GMB listing:

  1. Set up your listing – Claim your business listing to get started. Fill out every field and ensure that the information is accurate.
  2. Select a category – Choosing a category helps Google determine which searches your listing is relevant to. Choose the most specific category possible to improve your chances of appearing in the top results.
  3. Add photos – Images make your listing stand out and give users an idea of what to expect. Make sure your photos are high quality, as they represent your business.
  4. Use consistent information – Define a standard way in which to display your address and phone number. Make sure your listings match the information provided on your other marketing materials.
  5. Use a local phone number – Having a local area code signals to Google that you are a local business.
  6. Verify your listing – Google requires you to verify your listing once you’ve submitted your information. Verify your listing by mail if you can, as it signals to Google that you have a physical address and are not a false listing. This usually takes less than a week and is vital to your listing’s visibility.
  7. Avoid suspension – You can be suspended by Google for offenses like keyword stuffing, having multiple listings for the same location, using a URL that redirects, and more. Avoid these pitfalls to stay on Google’s good side.
  8. Get reviews – Send a Google review link to your customers asking them to review your business. The more positive reviews you have, the higher your listing’s optimization.

Stay in front of customers with GMB

Although it may take some effort, the results of optimizing your listing can be big. When a user is searching for a product or service you offer, you want to appear in the top three listings to get in front of them. So take these steps to optimize your GMB listing today!

Questions? Contact the digital marketing experts at ADVAN Design to learn more about optimizing your GMB.

What is SEO?

Search engine optimization (SEO) is the process of optimizing your website to get organic traffic from search engine results pages, like Google or Bing. It is an efficient and cost-effective way for businesses to increase website traffic and visibility.

Types of SEO

When optimizing your website, you’ll want to consider search engine ranking factors while simultaneously keeping the content user-friendly. SEO can be a complicated process, so we’ve broken it down into subsets of smaller processes below.

The various types of SEO are:

  • Technical SEO
  • On-page SEO
  • Content SEO
  • Off-page SEO
  • Ecommerce SEO

These aren’t the only types of SEO available, but they’re the 5 we’ll focus on in this article.

Technical SEO

Technical SEO involves frameworks that affect your website’s visibility in search engines. It involves strategies that improve your website’s backend structure and foundation. Technical SEO can improve your website’s readability, which makes it easier for search engines to crawl and understand it. Of course, always keep your website visitors in mind and make sure the content is tailored to them as well.

Technical SEO guidelines can include:

  • Optimizing robots.txt
  • Adding and verifying your site with Google Search Console
  • Finding and fixing crawl errors
  • Optimizing your site and URL structure
  • Having an SEO-friendly website design
  • Website speed
  • …and more

The ADVAN team offers technical SEO audits, which means we’ll provide you with a report of the status of these technical elements. We then fix or resolve any issues to improve your website’s technical SEO.

On-page SEO

On-page SEO has to do with the content on your website and how to make it friendlier to search engines and visitors. The factors below help search engines understand your content and see your website as a valuable source for users.

On-page SEO includes:

  • Optimizing page titles
  • Optimizing headings
  • ALT text for images
  • Page formatting
  • Keyword research and optimization

At ADVAN, we specialize in all aspects of on-page SEO. Our digital marketers and expert content writers will work with your team to develop content that satisfies both the search engines and your audience alike.

Content SEO

Content SEO is all about the quality of your on-page content. It is a subset of on-page SEO. You’ll want to make sure your website has that perfect combination of content that educates users and that search engines can understand. Start your content creation with keyword research and learn which keywords are important to your website. Make sure your content is long enough for both users and search engines. Better yet, work with an established marketing firm that understands these types of SEO, like ADVAN marketing firm. Our content writers create engaging website content, always with SEO in mind, weaving in keywords and phrases for optimal search engine results.

Off-page SEO

Off-page SEO has to do with how you promote your website on the Internet. This type of SEO helps strengthen the relationship your website has with other websites. Build your website’s reputation and authority with off-site SEO strategies. Off-page methods, like backlinking, can help search engines see that your website is a reputable, trusted source. If you need help with high-quality backlinks, ADVAN’s digital marketing team can help. We have experience in off-page SEO methods to help you gain trust through a variety of link building and guest posting tactics.

Ecommerce SEO

Optimizing an e-commerce website can be much more complicated than optimizing a website or blog. Similar to the types of SEO above, Ecommerce SEO involves keyword research, website architecture, on-page SEO, technical SEO, content creation, and link building.

Ecommerce SEO includes:

  • Optimization of category pages
  • Optimization of product pages
  • Optimization of visual elements (images, videos)
  • Schema

Ecommerce SEO is important, as it allows you to be seen and heard in your industry. It’s important to have a strong digital presence, and ADVAN can help. Our Ecommerce marketing experts know the right strategies to drive traffic to your online store.

As you can see, you’ll want to create a well-rounded digital marketing plan that includes multiple types of SEO for optimal results. Using different types of SEO in combination with each other means you’re giving your website the best chance at showing up in Google search results. SEO can be more complex than you expected, but the ADVAN digital marketing team is here to help. We make digital marketing easier and more affordable. Learn more or contact us for your free consultation today.

Google is King

Millions of people around the world use Google searches to answer their questions. Websites at the top of the search results pages get the benefits of high-volume traffic that other websites miss. Everyone wants to be on the first page of Google search results. That's because 75% of users never even scroll past the first page when looking through the search results! The ADVAN team understands that a strong SEO foundation and ongoing strategy can get you to the top of the search results page and drive inbound traffic to grow your business.

SEO Strategy

In order to move up in the search rankings, you'll need to start by building a solid SEO strategy, then implement it effectively. Be ready to make adjustments at any time based on the results you're getting. With the right SEO strategy, you can increase traffic and leads, therefore increasing your sales.

Keyword Research

Your SEO strategy will contain keywords. These should be specific, high-volume keywords that aren’t too competitive. Start broad and then narrow down the best keywords for your business. Then optimize your website for the focus keywords you are targeting.

Your website is the best optimization tool, so every page should include the optimization elements that Google likes. For instance, include optimization points like page titles, meta descriptions, H1s & H2s, and alt text, for starters. Your keywords should appear in the body content, but keep in mind that you still want the content to be easy to read.

Quality Links

Enhance your SEO strategy with inbound links, which are created when other websites link back to yours as a content source. Boost your search results rankings with links from vendor sites or other authoritative industry sources. Target specific, high-authority websites to earn links from, remembering quality over quantity.

A Mobile-friendly Website

If your website is not mobile-friendly, you are definitely behind the times! Responsive website design can increase your mobile traffic, which will bring you more potential customers. Speed is a major SEO factor, so make sure that your website loads quickly on all devices. If your website is both responsive and fast, users won’t leave your website immediately due to a poor user experience, which can lower your bounce rate.

Descriptive URLs

A descriptive URL will benefit search engines and users alike. Your URL should indicate what the page content is about. Be sure to use descriptive keywords in your URLs, not just auto-generated letters and numbers.

Keep Your Strategy Moving

Google rewards websites for consistently updating and improving content. Create anything from blog posts to new landing pages to keep Google happy. Write blogs and pages on topics that are relevant to your target industry, going into every detail of the subject. Google will count each new blog post as a new indexed page on your website. And don't forget to promote your blog posts on your social media accounts!

It's All About Results

Review Google Analytics and reporting often to find out what is and isn't working, then adjust your strategy accordingly. Focus on keywords that you want to rank for and keep doing what’s worked well for you in the past. Don’t worry; you’ll get better at it as you go. And reviewing the results and making changes is an important part of the process.

ADVAN Can Help Your Business Grow

ADVAN can help you maximize your online visibility, getting you to #1 on Google, driving traffic to your website, and increasing sales while you achieve the highest ROI for your investment.

To learn more about how we can help you develop an SEO strategy, or to schedule a consultation, contact ADVAN at 330.688.1324, or submit your questions via our contact form.

ADVAN is a team of talented designers, SEO experts, and marketing specialists who can help you reach your business goals. We keep a cost-effective focus on marketing and increase the number of quotes in your sales pipeline. 
Our Locations

Design Studio: (330) 688-1324 • 3926 Clock Pointe Trail, Suite 103 • Stow, Ohio 44224
Akron Office: 12 E. Exchange Street, Akron, Ohio 44308
Cleveland Office: 50 Public Square, Suite 200 • Cleveland, Ohio 44113

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