Any business with a web presence should understand the importance of search ranking. As a result, search engine optimization is now a critical component of any online marketing strategy to help with the visibility of your web page, which in turn allows your business to be seen by the prospects you are targeting. But if your interactive marketing agency is only optimizing on-page web content and not doing creative link building, then an important online marketing advantage is being neglected - leveraging authority sites. By leveraging authority sites, your interactive marketing agency helps you effectively build high-quality inbound links to your website.

What Is An Authority Site?

An authority site is a trusted Internet resource that provides customers with a wealth of information. These sites are not directly promotional - instead of discussing a particular company or specific manufacturer\'s goods, they offer useful information for readers. Publishing content on these types of sites is a bit different from direct marketing materials. Instead of outright promotion, the goal is to establish yourself as an authority in your industry by promoting your expertise about the products and services that you offer.

The key to successful use of authority sites as an online marketing tool is the links in the user profiles. You can easily refer customers back to your site after they read a strong argument for exactly the product you offer. When businesses get new visitors through authority site profiles, they are reaching customers who are not just their general target audience, but have already shown an interest in their product or service, meaning they are much more likely to become future customers.

Interactive Marketing Agencies Use Different Authority Sites

Three of the most influential user-generated authority resources are HubPages, Slideshare presentations and guest blogging. We\'ll go through each of these options, explaining how they work and what each of them contributes to online marketing. Don\'t hesitate to ask your interactive marketing agency about any of these terms. They should be able to clarify any questions, and if not, you should consider looking for a new marketing firm.

1. HubPages. These are extensive content pieces with pictures, video, and links. They provide comprehensive information and are posted as a page or \'hub\' on the HubPages site. Hubs are extremely useful in bringing targeted messages to broad audiences, and there is no limit to the number of Hubs you are able to create. When posting a Hub, you create a username for your company, and viewers can easily click through to your website via the profile of the username.

2. Slideshare. Slideshare offers you a way to bring your PowerPoint presentations online. Your interactive marketing agency can create a slideshow with optimized text, photos, or anything you\'d like to include, and then post it online. Viewers can watch your presentation, learning as they go. Once they\'re done, they are directed to your website through a link in your profile. But remember, Slideshare is most powerful as an online marketing tool when you think beyond pure graphics. Because you use Slideshare to communicate ideas, any included photos and illustrations should enhance your points, not detract from them.

3. Guest blogging. Guest blogging on a popular blog can be one of the most efficient forms of Internet marketing. Interactive marketing agencies tend to be particularly savvy with marketing in the blogosphere, but make sure that the firm your company uses is up to speed. In guest blogging, a knowledgeable individual makes a post on a popular blog to introduce and praise your product, or the more general category into which your product falls. By its very nature blogging initiates commentary, creating buzz, which can lead to increased revenue. Additionally, once the readers are interested in the product, they can click through to your website and become customers with ease.

Online Marketing Benefits From Authority Sites

Although these authority sites don\'t directly promote your products, you receive the benefit of increased customer interest. Instead of feeling like your interactive marketing agency is pushing a certain product into the reader\'s hands, he or she will feel a genuine need for your product or service and then be inspired to buy it or contact you. Leveraging authority sites is online marketing, but subtler and more effective. Be certain that your interactive marketing agency understands how to use the power of authority sites. They are the cutting edge of marketing, and you don\'t want to be caught lagging behind.