Domain Authority - the Devil's Rubrik


I was at work today when this topic came up. A conversational issue among nerds; "What is"Google search "Domain Authority"?

In the world of search engine rankings, this is a "real thing."

Let me explain...

When a potential customer searches for "Carista App," he or she will usually introduce a qualifier. This qualifier is called a long chain keyword or a string of search terms. What Google Search (and lesser entities do) is qualify the value of the response in terms of "domain authority."

So what is this thing?

It is a weighting factor in favor of more trafficked sites.

I've lost half my audience by this point, but we are going to soldier on anyway.

Let's say I search for "Carista App Reviews." I want to know just how people regard this product...

This is my result on page 1 of Google (different localities will get different rankings). Notice the relative strength that Google gives to larger platforms. It's own properties get 20% of the action. Then authoritative bloggers in the space.

Take a quick look at the entry at number 4. A key-worded response, written by me, to address the customers question written as a Medium blog post. Who actually reads Medium? Who reads it in a sequential manner. Normally you dip in and out of stories and rarely follow the thread or sequence. OK, maybe You do. I certainly don't. Medium, for better or worse, has "domain authority."

Maybe you noticed, maybe you didn't {the last valiant reader}...I "own" 7 of the top ten rankings. This matters, because the customer is looking for an independent voice. What he/she gets is the result that I want. Think about that in the perspective of companies that have "real" money to determine what you see.

"Confirmation bias is not an occasional bug in our human operating system, it is the operating system.
Scott Adams (Dilbert) - "Win Bigly"

Remember a few weeks ago how the internet disappeared Alex Jones (Relax, I'm not going to get political, my last reader can stand at ease), well this is something similar. I can direct the reader's attention to my posts simply by knowing that Medium has a value to the search algorithm that supersedes its real value to the reader. Real world domain authority. The platform has the value, then the keywords.

It's not what you write, but where it's written.

OK, time to slow things down. Medium allows me to rank higher because it has more weight (traffic). A blog on Medium would probably rank higher even if I had a (side by side) very readable and solid wordpress blog, that would offer far more "real value" to a customer. A value that the algorithm would (rightly) view as "tainted," because of it's direct links to the company. This game is played in the shadows.

How to play the search game? Actually BeBee plays it very well ...which is a pity because the management cadre are "not quite there yet." The value of BeBee is that it has many links to a post or article from all over the globe. There are many internal engagements with a post. As a result the writer of the piece gains valuable SEO points. Both the writer and the post profits. Multiply those over multiple posts, JM, Randall, Ali Anani, Gert, Phil or Liesbeth (Google them if you don't know who they are) and you get some serious search cred [para. 3]. Combine them together, you "network" the effect (a rudimentary form of grassroots democracy).

Linkedin and Facebook pull a similar {but different} trick. That's why they matter in the online space. Linkedin targets your work connections, extending a data matrix around your past, present and future employment. Facebook, your personal network.

So, some middle ranked social networking site can mix it with the big boys? Yes, but they can be out-muscled. Before they blew it on hot chips at the Casino, the boys were doing well. They could have cashed out as Billionaires on the backs of some pretty diligent bloggers, before hitting that pivot to the Spanish market.

Let me finish on this one, because your patience is wasting. Before linkedin killed the publisher feature it had a similar ability to BeBee. You publish. People liked it, you got an increased rank in search. Simple. So why kill it?

Domain authority still exists, now the algorithm kills your reach. What is the difference? The difference is that Linkedin wants your profile data (not your "writing prowess"), that is the marketable product. Could they have both? Yes. So why kill Publisher and Groups {They're effectively the same thing}...?

Ah, now we reach the red bill/ blue pill question Grasshopper. Choose one and simultaneously ask yourself why Fascism killed 6 million Jews (cheap and willing workers after all). Grasshoppa? You gone?


Win Bigly: Persuasion in a World Where Facts Don't Matter - Scott Adams (2017)