Relevance versus Authority: These two metrics are always at the forefront of a link builder's mind. Authority and relevance should be part of the overall rating of a given link. In Shadow Making an ideal world, every link we secure would come from sites that are both authoritative and highly relevant to our own site. But what if you had to choose one or the other? Which is more Shadow Making important: relevance or authority ? This is a very difficult question to answer and a constant source of heated debate at Page One Power. There are many nuances and linking opportunities are never cut and dry in the real (online) world.
Relevance vs. authority can be especially difficult for newbie link builders as they begin the arduous process of securing links. To dissect the problem, I posed the Shadow Making following question to a number of the best and brightest minds in research: All other metrics being equal, would you rather have a high authority link with lower relevance or a highly relevant link with low authority? I received so many great responses that I'm going to separate them into three categories and Shadow Making three distinct parts: Relevance Authority Varies depending on the situation Quick disclaimer: This is a purely hypothetical debate, because link building is never so black and white. I asked this question to draw out the valid points on both sides of the relevance versus authority argument. It's a question that's hard to answer in a short quote, but everyone I contacted was a good sport and gave their best shot,
Sharing valuable information. The debate over relevance and authority will not end with this article, but hopefully it will move the discussion forward. Expert Opinion: Relevance Shadow Making I'll start by sharing the opinions of those who responded on the relevance side. Referral traffic and conversions The opportunity for qualified referral traffic is a big draw of relevant links, and some of our experts have made this point: It's a difficult question because of the context; a high authority Shadow Making link is great, but if 'all other metrics are equal' that would mean the page with the high authority link is getting the same amount of traffic as the highly relevant link, which then doesn't boil down only to convey link equity (albeit less) but then has the potential to send highly qualified traffic…which exponentially increases the likelihood of a conversion; then I would go through the context to the authority. - - Nick Eubanks , IFTF I prefer to have a more relevant connection with low authority.