One thing that’s always talked about in SEO and internet marketing circles is this need to establish authority.

From the SEO/SEM guru perspective, authority is had when you rank #1 for Google for a specific keyword.

Most SEO focused people easily get tunnel visioned in activities such as offpage link building and using keyword density tools to get Google to drive their traffic.

However, ultimately, what Google wants is not keyword density or links pointing to your page.  Google wants to give users a better experience.

So I’m sorry if you’ve been focusing on giving Google what it wants.  Google is just a rating device and not the sole determinating factor in how popular your website or products might be.

So when it comes to giving your target audience a great user experience, say if your market is Justin Bieber fans, your page does not need to contain AAA content.  You gotta know your audience first.  Justin Bieber is a guy who uses text talk and as such you might provide great user experience using poor English and grammar.

So instead of relying Google for traffic, how about using a little common sense and your expertise to drive traffic to your business website?

What is the #1 time tested method of establishing author-ity?  Did you say authoring a book?

When it comes to making money, writing books are definitely not the way to go.  Writing a book gives you something more than money.  It establishes you as an authority and gives you a platform.

After having written a book, it’s then simple to start writing news releases and trying to plug yourself into conversation that involves your field of expertise.

How simple is butting into conversation?  Well for me, it’s something I was born for!  Sometimes popular, shall we say ‘trending’ topics can be used to bring you and your area of expertise into the conversation.

An author of self-help books I know used the news of Kim Kardashian’s pre-wedding nervous breakdowns to talk about how people can de-stress before important events.  It doesn’t take a genius to figure out how you can jump into the conversation.

Television and newspapers are offline media that are open to commenting.  I know a marketing oriented financial wizard who uses the business media on a routine basis to get free exposure for his company and in return the news makers get to fill in some air time with interviews.  That’s a definite win-win.

Wouldn’t you find it meaningful to join the offline media to get free exposure for your company so that people go on Google looking specifically for you and not because you happen to come up for some keywords?

Think about it.