Authority site là gì


Regardless of whether or not you are familiar with nibịt sites, lets address the elephant in the room. The question: “What is an authority site?”

An authority site is content-driven trang web that is a respected and trusted source of information. It is a larger site that delivers real value through its excellent editorial standards. This makes people trust the advice and recommendations from the site.

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Authority sites = large, content-driven sites with multiple traffic channels & revenue streams.

Basically, they’re a business in the form of a website.

Importantly, they can be built without selling any physical sản phẩm. In fact, the way we lượt thích khổng lồ build them, authority sites are blog-style sites in which the main commodity is information.

This makes them extremely attractive as assets since:

There is no physical inventoryThere’s virtually no customer serviceThey can become almost entirely passive sầu later in their development cycle

Additionally, since it’s extremely easy to lớn publish a website these days, they’re easy lớn bootstrap & can be started (theoretically) for under $100.

This is one of the reasons authority sites are attractive khổng lồ people: they’re a very realistic way for people to build thriving businesses that produce passive income without quitting their 9-5 jobs.

Of course, the more you invest, the easier và quicker it is to build, but the point is that, in terms of raw percentages, the ROI on authority sites can be nutty.

Here’s perhaps the most important characteristic, however…

…authority sites have diversification built in.

They have sầu it built inlớn both their traffic và their revenue. Why? Because the internet changes often, & diversification of both traffic and revenue = longevity.

Like any long-term investment, diversification is the key to lớn success. It’s a lot lượt thích investing in financial markets. You don’t buy one stock and hope for the best; you buy a bunch of them that all come from different places khổng lồ reduce risk.

It’s not tough to lớn find horror stories of people getting penalized by Google, having their Facebook accounts cancelled, or getting banned by Amazon. The authority site Model inherently protects against this kind of sự kiện risk.

What’s that look like?

What is an authority site?

An authority site is a website that has earned the trust of its readers & industry experts alượt thích. Authority websites have sầu earned that respect through the useful content and pages they have published.

Diversification of Traffic

Having multiple sources of traffic protects you against catastrophic losses of traffic.

All tìm kiếm engines & all social media platforms have sầu terms of service, & all of them ban people for perceived egregious offenses, which can happen to anyone, even if you’re not trying khổng lồ “game” the system. If you only rely on one source of traffic, and that platkhung bans or penalizes you, your business can disappear overnight.

The authority site Mã Sản Phẩm diversifies by generating traffic from multiple sources.


The 4 Traffic Sources of the Authority Site Model

SEO trafficSocial trafficPaid trafficOwned truyền thông

Diversification of Revenue

Diversification of revenue can help protect against losses the same way traffic diversification can, but mostly, it helps maximize revenue per visitor.

When we talk about revenue for a website, we usually use the term RPM, or revenue per thous& visitors. The general rule is that your RPM will grow every time you add a new revenue source.

So, we diversify our revenue by “stacking” three main monetization techniques: ad revenue, affiliate revenue, và sales of our own products. Of course, this can be more granular, since there are many different affiliate & ad platforms, but those are the three main types.


Here is a breakdown of revenues & profit levels for each monetisation Model according khổng lồ ourmake money bloggingresearch:

The 3 Main Revenue Streams of the Authority Site Model Affiliate revenueAd revenueProducts

The Moving Parts

Before we get inlớn the structure and development process of the authority site Mã Sản Phẩm, it’s important to underst& the various moving parts, since you need lớn have a handle on the lexinhỏ to lớn really understvà the conversation.

Here are the main areas of the authority site model and their various moving parts; cliông xã through to read a synopsis if you’re new khổng lồ any of it:


The Challenges of Building Authority Sites

Of course, like with all businesses, there are inherent challenges associated with building authority sites.

Challenge #1: Rapid Skill Acquisition

People often come across the authority site business Model when searching for how khổng lồ “making money online,” &, for better or for worse, lots of the information in that space focuses on making “quick” or “easy” money.

Not only are authority sites neither quiông chồng nor easy lớn build, but they require you to build entire skill sets.

For brvà new site builders, this can be a major challenge, since some of the skills required might be altogether foreign (like links building or media buying), or they might be things people almost universally find difficult (like writing at scale).

To build authority sites, you must develop competency in each skill required lớn develop each part–and you mustmasterthe truly important ones, thecore competencies:

Niche researchLink buildingContent writingSmall-scale systems management Challenge #2: Resources

There’s also a significant resource challenge for most site builders–namely, thatit’s very easy to lớn spover moneybuilding an authority site.

This is compounded by two truths:

Buyingsite stuff(like content) is generally getting more expensiveIt’s easy for new site builders lớn spend money on thewrong things

Additionally, site builders have sầu fairly strict budgets. And because it’s so easy khổng lồ spkết thúc money building authority sites, even budgets on the larger side can feel insufficient.

We’ve sầu built sites for $500, $2,000, và $20,000, & we’ve never felt lượt thích my budget was big enough.

For this reason, authority sites also tkết thúc to require quite a bit of that other resource we’re all stingy about:time.

And for many of us, our time isalso limited.

All of this combined means we over up with resources that areinherently limited.And if we’re new, it can be extremely difficult khổng lồ decide what khổng lồ spkết thúc money on.

Challenge #3: Complexity

Authority sites are wonderfully, dreadfully complex machines.

They’re made up of multiple traffic & revenue streams, và each incremental business Model will add complexity lớn the ecosystem.

Each requires its own mix of skills, its own giải pháp công nghệ stacks, & its own management. And, as you start automating, each will require its ownsystems.

If you look atfinishedauthority sites, the complexity can be daunting; however, they don’t all start that way.

What vày we vày with these challenges?

Alright, so we have sầu all these challenges:

Skill AcquisitionResourcesComplexity

The root cause of these, I think, is also the greademo asphối of authority sites:their diversity.In other words, there are just too many parts.

There are too many skills khổng lồ learn. Too many things to lớn spkết thúc money on. Too many complex models working together.

To tackle that, we simply break the mã sản phẩm down…

The Solution : “Stacks” và Stages

We lượt thích to lớn break diversification down inkhổng lồ something we callstacking.

Stacking =diversifying by mastering and adding one thing at a time.

We’ve sầu found that most people, including us, have much less success if they try khổng lồ diversify a site all at once, since each traffic & revenue stream usually requires different skills, resources và systems.

So, instead, we’ve sầu found it’s more efficient và more profitable lớn master one thing at a time, get it working, & thenstaông xã the next thing on top of it.

You can staông xã both traffic & revenue, which means we think it’s best if you’re spending most of your energy on one traffic source & one revenue source at any given time.


One key component of stacking isautomation.Why?

Because in order tostopspending time on one traffic or revenue stream andstartspending time on another, the first must beautomated.

This is one of the major reasons we’re such big sticklers for systems.

For example, you might start a site by building organic traffic và monetizing with affiliate nội dung. After affiliate nội dung is working and bringing in money, you might add display ads and spover your energy on producing content around them and monetizing them. Similarly, if your organic traffic is working, you might automate it so you can then focus on building your social traffic. And so on.

Read More: Cheông chồng out our các mục of 11 Real Life Successful affiliate sites

The 3 Stages of the Authority Site Model

Of course, you can’t just start stacking willy nilly; you alsoneed some structure for the stacking.

To achieve sầu this structure, we break the authority site mã sản phẩm into3 stages.Each stage tackles specific parts of the revenue and traffic staông xã.

We break the authority site Mã Sản Phẩm down inlớn three stages. We Gọi these Stage 1 Authority sites, Stage 2 Authority sites, etc. We bởi this for a couple of reasons.

First, authority sites are simply too complex lớn vị everything at once right out of the gate (see section on complexity above).

Second and most importantly though, we’ve sầu found that it’s much quicker and more efficient lớn build sites by working on one thing at a time. If you work on multiple things at once, everything goes slower. The ROI is much better if you work hard on a few key profit systemsfirstvà use that capital lớn grow.

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Let’s take a quick look at all of them, see what they look like, và what it takes khổng lồ transition between them.

Niđậy Selection

Nibịt selectionis something that really happens before you enter inkhổng lồ any stage. It’s part of the research phase, & it should realistically be executed with the knowledge of all three stages of the authority site Mã Sản Phẩm khổng lồ be done correctly.

The idea, then, is that when doing our nibịt research, we want khổng lồ piông xã something that willwork well in all three stages.

To that over, we vị niche retìm kiếm, we usually look at nine key factor that will help us find niches thatcanpersize at every stage. Of course, this is a pretty involved process, but just to lớn get the advantage of seeing it from a bird’s eye view, here are the nine factors we look at (we like khổng lồ frame them as questions):

Are there big sites doing well?Are there small sites doing well?Is it a passion, lifestyle or problem niche?Are there physical products khổng lồ sell or recommend?Are there informational products khổng lồ sell or recommend?Do people seem to lớn be making money with ad revenue?Is it easy lớn find keywords?Do keyword seem to lớn be low competition?Are there niđậy sites ranking well?

We typically use these questions to narrow down big lists of niches that we brainstorm & move into lớn more in-depth research from there.

After we have sầu our niche picked out, we transition into lớn Stage I.

Stage I Authority Sites

The idea

Stage I authority sites focus almost exclusively onaffiliate revenueandorganic trafficbecause they are the easiest, cheapest, và highest-ROI combination of traffic và revenue.

Why is this first?

What we need from a Stage I authority site is to get as much consistent money coming in as quickly as possible for the lowest investment possible.

tiếp thị liên kết revenue và organic traffic need both of those goals, since they both tend to lớn return more revenueper dollar investedin any other traffic or revenue combination.

Traffic & Promotion

Since almost all the traffic for stage I authority site is going lớn be coming from tìm kiếm engines, we are going to focused almost all of our promotional efforts onSEO.

That usually means we are going to be spendingquite a bit of time building links; in fact, after we get an initial batch of nội dung up, we’re going to be building backliên kết almost exclusively in order lớn improve sầu our tìm kiếm engine rankings.

However, with properkeyword research, you usually don’t need THAT much link building. Here’s an example of a Stage I site that is doingreally well.


SEO takes longer và longer these days, and both links and content seem lớn have what is now commonly known as “sandboxes,” or incubation periods, & it can take months for them to kick in.

As such, the timeline from zero traffic lớn meaningful traffic is usually 6-12 months.

However, after traffic is established, it usually stays the same or grows consistently long-term (which is the major benefit of organic traffic).

Some site builders even opt to lớn slow down link building efforts & focus mostly on content after their site has been established in Google.


To monetize a Stage I authority site, we use affiliate sale and affiliate nội dung, which is as simple as adding affiliate liên kết khổng lồ our articles.


We don’t worry about ads (we won’t have enough traffic to lớn make meaningful money). And we don’t worry about products (we don’t know our audience yet, we don’t have traffic, và they take a long time to lớn build).

Instead, we focus almost exclusively on writing affiliate content that will attract the right kind of organic traffic from Google.


In Stage I, we need two types of content:affiliate contentandlinkable assets. Affiliate nội dung makes money, while linkable assets help us build link.

We start with~50 affiliate articles.


We follow that up with roughly5 linkable assets.

From there, sites absolutely can still grow while still being in Stage I. In fact, some sites choose never khổng lồ leave! One of the biggest affiliate sites ever, TheWireCutter, sold to the New York Times along with its sister site, TheSweettrang chủ,for $30 million.

Both of those sitesare what I would consider Stage I authority sites.


Stage II Authority Sites

The Idea

Stage II authority sites build on the success of Stage I và add one new revenue stream & one new traffic stream.

From Stage I khổng lồ Stage II

In Stage I, we were focused almost exclusively on affiliate nội dung and organic traffic. In Stage II, we want to add at least one more traffic stream and one more revenue stream.

Most of the time, Stage II sites addsocial truyền thông trafficvà revenue fromdisplay ads, both of which require an influx of informational nội dung.

This is also where we usuallystart collecting emailslớn have more direct & consistent access to a bigger audience — mostly in preparation for Stage III.


This is where we start to build our social channels. It doesn’t particularly matter what social platform we choose, but most of the time, Stage II authority sites start building audiences on eitherFacebookorPinterest.


In Stage II, we staông xã ad revenue on top of our affiliate revenue.

The first step is typically lớn install AdSense to get at least some revenue coming in immediately; however, in some niches,networks like Media.netoutpersize AdSense, so we eventually want lớn demo a bunch of different combinations.


To help us vì that, we use a meta-platsize likeEzoiclớn take care of the testing for us.


Perhaps the biggest change for Stage II authority sites is the nội dung.

tiếp thị liên kết content usually has to lớn target highly specific từ khóa & requires you lớn write about products. If our new goal is lớn generate ad revenue, however, are new focus is more on traffic.

Traffic can come from both search engines & our new social media audiences, but in either case, the major differences that we are mostly writinginformationalnội dung (non-affiliate content).

Here’s an example of nội dung geared toward social media.


This nội dung often answer specific questions, curates other nội dung, và can sometimes even bevery short. In other words, it’s a shift away from a things like sản phẩm Đánh Giá & towards nội dung that begins to establish you as an authority on the topic.


Stage III Authority Sites

The Idea

Stage III is the final stage of the authority site mã sản phẩm where all the moving parts come together and we combine our final sources of traffic và revenue to our stack:paid trafficandproducts.

From Stage II to lớn Stage III

In Stage II we should have significantly increased our traffic & started building an tin nhắn các mục.

With better access lớn a bigger audience, a gives us the flexibility to lớn spkết thúc resources creating our own products và lớn experiment driving a paid traffic khổng lồ them.


The biggest addition in stage III is the creation of our own products as a way khổng lồ monetize our audience further.

This is an extremely difficult thing to vì chưng, and it requires us lớn understand our audience very well; however, if we can create a hàng hóa our audience wants, it can represent the biggest single revenue opportunity for an authority site.

Products can take any forms:

Informational productsPhysical productsMemberships

What you choose will depover strongly on your nibịt, your audience, và your resources. One of my favorite examples is DrAxe cộ.com, who added a beastly store khổng lồ their site after it was raking in traffic.


In Stage III we want to lớn continue building our organic and social traffic channels, but because we’ve created a product that we can sell for a high profit margin, will have the flexibility khổng lồ buy traffic.

Here’s DrAxe pháo again.


We also want lớn start leveraging our email các mục lớn get our readers into lớn sales funnels in which we can effectively offer them our products & maybe if you related upsells.


The content in stage III is going khổng lồ be mostly the same as it wasn’t Stage II: were going to keep adding nội dung that will help us grow our organic and social traffic.

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However, we might also write some engaging tin nhắn series, or if we think an info hàng hóa might sell well lớn our audience, we might also spkết thúc resources to lớn createthatnội dung.