Building Site Authority vs. Link Building

[rayvensoft]

Hi,
   I just watched the recent Whiteboard Friday, and I have one question.  He talks a lot about "Building Site Authority".  Is that just Link Building, or is it something else?

If it is Link Building, does that mean that exchanging (3 way, or non-reciprocal) links with other "relevant" and good sites still works, as long as you use your brand name and/or url in the anchor text?

Or did I misunderstand.  Is "Building Site Authority" something entirely different from Link Building?

Sorry if it is a basic question, I just want to make sure I understand the difference if there is one.  Thanks in advance!

[NakulGoyal]

Think of building site authority very similar to brand building. How did "Coke" or "Pepsi" become a brand ? Then think about Online Only companies, how did they become a brand ? Essentially take all sorts of things in the offline world to the online world and that's essentially Brand/Authority building online.

Anything and everything that spikes discussion around your domain name, brand and your website contributes towards Site Authority. Facebook Links, Pinterest Pins, Mentions/Cittations in online news, articles, websites. Think contests, infographics, link bait.

One way or the other they will lead to links and is in some form or the other... link building. But it's definitely not the link building you are talking about  (3 way, or non-reciprocal).

I hope this helps / clarifies and ignites some ideas/thoughts.

[rayvensoft]

Hi Nakul,
   Thanks a lot for the clarification.  It did actually did give me some ideas that I am going to try.  I noticed from your tag that you work for a top 50 retailer, so I hope you don't mind another question.  Is this kind of strategy feasible for a small business?
   It is just me, and one programmer on staff (in the online/marketing part of the business).  I was/am a computer programmer myself and could probably do most of what you mentioned, but I don't know if just 2 people could do it in the volume necessary to be competitive in a "moderately" competitive field.

Do you or anybody else have any experience, or even anecdotal stories, about people who have been able to achieve this?

Thanks again!

[Francisco_Meza]

If you're going to buy links, you better buy one from a reputable site like BBB, Business.com, Yahoo Directory. Companies like AT&T have these links. Spammers and Scammers don't want to waste money on these. I have been using BBB for a while now and it has provided great credibility over the competition.

Not all inbound link are created equal. One link coming from BBB can be much more powerful than 100 blog posts.

[rayvensoft]

Hi Francisco,
   Thanks for the advice.  I am actually looking into those directories and plan on listing in all of them.  I am just working on a major redesign of the site, and want to wait until that is out before submitting them for approval.
   One question with regards to the BBB listing.  I went to their website, and it looked like I had to go to an office to get registered.  Is that the case?  I ask because while I am American and pay taxes for my online business there, I actually live oversees.  Or is the whole process done online?

Thanks again for all your help.

[Francisco_Meza]

They have local chapters. I believe you can order over the phone, but here's their online form: http://www.la.bbb.org/Apply.aspx

Make sure to make yourself sound SMALL, okay? Because the larger your company is, the more they charge.