Five Easy Ways To Lose Authority Or PageRank

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Between juggling all the different important aspects of your site - from content creation to driving sales - it can be hard to keep your finger on the pulse of everything at once.

Even though it will be near impossible to prevent all mistakes from slipping through the cracks, here are five simple ways your site may be losing page authority and rank.

Bad Links

What's black, white and a bird that can't fly? You guessed it, a penguin! To be more specific the two-part algorithm update from Google in 2012 that cracked down on websites with low-quality link profiles.

Although 2012 and the peril of penguin may no longer seem as threatening, it's still important to remember to keep an eye on your link profile. While you're caught up working diligently on other parts of your site, it would be a shame to lose page authority or get hit with a penalty because of bad links.


It may sound simple, but mixing up 301 and 302 redirects could spell bad news for transferring your hard owned authority. While both redirects are used to transfer information from one page to another, 301 redirects take the existing page authority with them and are permanent.

On the other hand, 302 redirects leave any existing authority behind with the old page. However, if you are suddenly in a panic over making the simple mistake of mixing up a 301 with a 302, never fear! Unlike its counterpart, 302 redirects are temporary and can be reversed.

Social Signals

When it comes to using social signals, it's a little bit like being the popular kid. If your peers and colleagues like you on Facebook or retweet your posts, it's a sign to Google (and potential customers) that you have a wicked reputation and people like you. Use your social spheres to connect with other reputable and like-minded individuals who can help build your site's reputation and authority.

But don't just build up your follower list to look popular, pick and choose who you follow so your messages can be intentionally targeting potential customers. Think before you tweet and share too - there's no better way to lose authority and credibility (plus be really annoying) than spamming your followers with posts.

SEO And On-page

One of the best ways to get your site popping up on the SERP is by doing a bit a keyword research. Put on your SEO hat and do a bit of digging for what words your site should or could be ranking for.

But don't just stop there! Once you've rounded up some solid KWR for several of your most important pages, make sure to update your on-page. If you don't take the time to update your key on-page elements, Google makes the decision on what they should be for you - and Google doesn't have your site's best interests at heart when it comes to building authority through on-page.

Quality Content

It's true that content is king, but not just any content. If you want your site to really build authority with Google and your customers, your content has got to be high-quality. If you're going to take the time to make an infographic or a video, make sure it's something that makes sense and that people are going to want to view and share. Don't just make content for the sake of having content, create it because it makes sense.

Make use of the keyword research done for your on-page with your content as well. But be warned, despite your assured delight over your heaps of new keywords, do not let your excitement lead to keyword stuffing. Overusing a certain phrase or keyword is a signal to Google that you are not taking the time to create quality content and could therefore lose authority for your site.


Although the list of site improvements can go on and on, ensuring you have your ducks in a row when it comes to protecting your site's authority and page rank is essential. Start being proactive now and you can save yourself a lot of time and frustration in the future.

About the Author: Kari Clarkson

Kari is a Marketing Automation Specialist at Search Engine People. Her background in English and journalism inspires her to expand her experience in the fields of publishing, marketing and communications in a way that can help her continue to explore the digital world.

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