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#1 2016-11-25 07:43:10

Registered: 2016-11-24
Posts: 98

4 Quick Wins to Grow Your Site's Authority

1. Fix Broken External Links

Remember, every external link you place on your site leaks authority.  That's why it’s important to audit your site (here's an SEO audit checklist) to find broken external links.  This applies to both external links in your content and in the comment section. To find broken links use one or all the following:

Screaming Frog SEO Spider
Google Search Console

2. Reclaim Lost Link Juice (404 Link Reclamation)

404 link reclamation is at the top of the list because it is the easiest.  To find all 404 errors on your site use Google Search Console or Screaming Frog.  If you find 404 errors, run the pages through a bulk check on Ahrefs or Majestic.  I recommend doing both just in case you miss some links.  When you find pages with link equity, you must 301 redirect them to a relevant page on the site or to your homepage.

3. Find and Fix Redirect Chains

Sometimes the most obvious solutions are right in front of your face. Redirect chains are another simple problem that can boost your site’s authority once fixed.  This is what a redirect chain looks like:


Do you see the problem with this picture?  The problem is that "Page B" is acting as a buffer between "Page A" and the final destination "Page C".  This technical issue is robbing "Page C" of authority.  To fix this you need to 301 redirect "Page A" to "Page C" like so:


By fixing a redirect chain you will send authority/link equity directly to the page.  That is more effective than making the link equity pass through a buffer.  Use Screaming Frog SEO Spider to find redirect chains.

4. Change 302s to 301s

302s redirects block authority flow and could be stealing authority from your site. Identify all 302 redirects on and off your site, and change them to 301s. Once again, use Screaming Frog to find 302s.  You now know how to improve your site's authority without building new backlinks.

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