Google Authority Stacking and Google Entity Stacks for SEO

To start off, it may be the most misinterpreted way to link build without getting flagged by Google, because you’re already leveraging all of Google’s domains and platforms! Google authority stacking is both a way to help increase your website’s rankings in terms of promotion and search results. Unlike riskier private blog networks (PBNs), Google Authority Stacking allows you to theoretically boost your website’s visibility and conduct testing without the threat of penalization from Google.

You can simply build a strong and self-sufficient network that links different Google entities like a YouTube video or a Google presentation back to your website. But how is this possible? Google Authority Stacking works by optimizing and quickly registering any Google-owned portals you have when you post the backlinks to your website. According to the method, this information is recognized by Google and its ranking algorithms.

While on the surface, it can seem like creating these stacks is blackhat SEO practice as the purpose is to improve and grow your website’s traffic. However, keeping the links native and exclusive to Google itself is one way to ensure that sourcing these backlinks remains a whitehat practice. This is due to the human connection-driven nature of Google and its domains.

The technique of Google Stacking is simply the reworking of an already-existing SEO strategy called “Web 2.0s” as John Locke explains. However, the main difference is that in place of spammy links or pointing toward one specific content platform, sites are now linked to as many Google properties as possible. The principle being that Google would not downrank or ban its own domains

Additionally, the ranking technique of stacking multiple entities is said to have been pioneered by the Network Empire team back in early 2014. Called Domain Authority Stacking (DAS), this ranking technique was conceptualized by Jimmy Kelley.

In reality, there is none. These SEO practices may use different words, but they are the same. Both terms simply refer to self-service link building using Google’s many domains. The term “Google Entity Stacking” was introduced by OMG. The technique has become known for its stacking authority for SEO backlinks from Google.

This technique is so effective that it became one of the most effective SEO practices in 2019 due to its maximizing of different Google properties to create a streamlined and connected experience for human visitors of websites. Given Google’s popularity as a search engine and domain, this Google Authority Stacking works well for the website of any company, from your local small business to a large international corporation.

As previously mentioned, what sets Google Authority Stacking apart from the DAS technique is where its backlinks come from. DAS backlinks are from other web properties and many of them being web 2.0 or social sites, not usually Google-owned properties.

Meanwhile, all of the backlinks in Google Authority Stacks only come from domains owned by Google. The result is backlinks in a relatively “safer” manner.

In a YouTube video uploaded by John Locke in mid-2019, he sets out to clarify AND demystify the concept of Google Stack for people who may be confused or intrigued by it. As previously mentioned, Google Authority Stacking is in no way new, being another version of Web 2.0s. John posits that the boost in rankings on Google is at best, hypothetical.

His reason for this is that since all the backlinks point to Google properties, Google’s algorithm will still detect some suspicious activity and still determine that all the links are spam. It’s likely that Google can still find the money website like normal and penalize it. So instead of bolstering your website’s visibility, Google Authority Stacking may have the opposite effect. Backlinking to only Google domains can cause a sort of “link cannibalism”, where Google shuts down its own properties.

John recommends that there really is no shortcut to getting better rankings on Google. The best way is still through updating your blog with actual and helpful content, set up good backlinks, and putting in the effort to establish and differentiate your brand. After all, SEO will always be a long-term undertaking that could take several weeks or months to get right.

While John does raise valid points, it’s important to remember that he is addressing the concerns of people who are simply solution-aware or unaware. He is likely talking to people who are unfamiliar with Google Authority Stacking or see it as an easy one-and-done solution to increasing their site rankings.

Sometimes, you might have a beautifully optimized website and a great brand visibility, but your website may still not rank as high, or be stuck on Page 2 of search results. In a video that Semantic Mastery made in response to an SEO question, Google drive stacking (or drive stacking in general) might just be the extra push your website needs in order to appear on the first page, or simply rank higher.

After all, if your website already appears on the second page of search results, that already means that your brand has a presence and is optimized. It could simply be stuck or not moving higher in terms of ranking because your specific niche might be highly competitive and other sites might be employing different forms of SEO practices to maintain their ranking. With all these things considered, a good Google stack may be just the extra support you need to get to the first page.

However, how you go about building your stacks will entirely be dependent on a number of factors and it’s important to be familiar with your market in order to do so. Your website may only need a small stack in order to get to the first page or you may need a bigger stack of links that need time to work. Whichever the case may be, Google Authority Stacking can be extremely beneficial as a way to supplement your current SEO plan.

One of the best courses you’ll find on the subject comes from Semantic Mastery and their RYS Reloaded training program.

Here’s a short little slideshare presentation if you want more of a brief, free overview:

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