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SEO Trinity: Authority, Relevance, Experience

5 minutes of reading
SEO Trinity: Authority, Relevance, Experience
Category SEO

A common misconception about search engine optimization is that it’s solely about keywords and links. The reality, however, is that most search engines use several other factors to determine how well you rank in their results – including your authority, relevance, and experience as an online marketer or business owner. In this article, we’ll break down what these factors are and how you can work them into your marketing strategy in order to bolster your website’s ranking among competitors on Google, Bing, or Yahoo.


How to start thinking about optimization and positioning?

Search Engine Optimization is one of the most important aspects of marketing. It’s the process by which you create content for a website in order to increase it’s visibility in search engines like Google. It is a combination of several areas: IT, programming, UX, psychology, marketing and promotion. Only this full range will allow us to stand out from the growing competition and reach recipients, regardless of whether we run a blog, company website or online store.

Optimization is the process of improving how well a webpage ranks in search engine results pages, while positioning is the process of figuring out which keywords are most relevant to your business or industry, and then focusing on what your target audience wants to see.

There are three main factors that can help boost your rankings in search engines. The first is authority, second relevance and last one – experience. What should you know about them?


Authority is a measure of how authoritative the website is in relation to its competitors. A site with high authority will rank well in search engines because it has been linked to by other sites that have also earned a high authority. The higher the authority of the linking site, the more powerful this link becomes.

One of the Google’s E-A-T components: Authoritativeness

This point is about reputation among other experts or authors in the same field. These are the situations where you are quoted and users are directed to your site. If network users recognize you as a leader in their industry, the search engine will judge you the same. When optimizing your website, take care of professional titles, certificates, the use of independent sources, reviews, recommendations, references.

Domain Authority

A domain’s authority is an SEO ranking factor which weighs how well-known your site is based on the number of links pointing to it. Links from high-authority sites (those with a DA over 50) are worth more points than links from lower-authority sites (those with a DA under 50). The higher the domain’s authority, the easier it will be for your site to rank for relevant keywords.

Page Authority

Page authority is a score Google assigns to individual pages on the web that predicts how likely they are to rank well in search results. It predicts how high a page will rank by looking at factors like links from other highly-ranked pages and social signals. Think of it as a measure of quality for the content on a given page.


Not quantity, but quality – that’s where to start. The first step in establishing your authority is to get other websites to link to you. The more quality links you have, the better your chance of ranking high in search engine results pages for relevant keywords. The best way to get backlinks is by providing interesting content that other sites want to share with their readers.

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Google ranks websites that are relevant to user queries higher in its search engine results page than sites that are less relevant. When it comes to search engine optimization, relevancy can mean more traffic and conversions for you website.

Keyword and content relevance

Keyword and content relevance is a measure of how closely related a page’s content is to the keyword. It is calculated by assigning a weight for each word on the page. The more words that are used in both the page and the keyword (as well as words with synonyms), the higher the relevance score will be. In order to optimize this score, you should use keywords as often as possible in your content. However, it is also important to ensure that there are not too many mentions of the same keyword throughout the blog post. Too much repetition can lead to an undesired result.


Experience is what makes your business unique. It’s your expertise in the field of marketing that makes you different from everyone else. People know they can trust you when they come to you with a question because of your years of experience.

User and customer experience

The user experience is the most important part of any website or app. You want your site to feel comfortable, easy to navigate, and easy to use. This will not only make visitors more likely to return but also rank higher in SERPs. UX relates back to authority and relevance. Google’s main goal is giving searchers what they want – fast. If you are providing a high-quality user experience, you are automatically showing Google that you care about what they want (and what their users want).


In summary, you want to invest in all three aspects of SEO to boost your rankings. If you focus on just one of these aspects your website will only be as good as the weakest link. A solid mix of authority, relevance, and experience is what you need for high rankings. It’s important not to neglect any of them. They should complement each other rather than contradicting each other.

Aleksandra Pietrzak
Curator at the National Museum in Poznań, graduate of Art History at the Jagiellonian University and Contemporary Art at the Pedagogical University of Krakow, curator of exhibitions and author of scientific and popular texts. A lover of contemporary art, literature and travel.
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