KEO Marketing

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The Eight SEO Elements Unaffected by Google’s Changing Algorithms – Part 3

Authority is the third of eight SEO elements unaffected by Google’s changing algorithms.  The Internet, according to Google, is a system providing advantages to the most capable.  Therefore, your website’s authority influences your ranking.

You build authority in your website by providing distinct and useful content.  And, following “white hat” SEO practices contribute to greater authority.

White hat SEO basically means you do SEO the right way – or use methods the search engines have established.  If your SEO practices disregard the user/visitor and try to trick the search engines, you risk de-ranking your page.  Fraudulent practices are called black hat SEO.

So, you should focus on building your website’s authority using white hat practices.  If you create great content and develop relationships with other authority sites, you should see the results in your search engine ranking.

Continue reading as we highlight each of the eight SEO elements, or contact KEO Marketing for more information.


With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.