Ready to make a name for yourself in your field?
In our newest podcast episode, we break down practical strategies for building real authority in your niche. Whether you're a budding entrepreneur, a seasoned professional, or just passionate about your field, we’ve got tips and insights that can help you stand out and earn respect in your industry.
Tune in to learn how to effectively showcase your expertise, build meaningful connections, and become the go-to authority in your industry.
Let’s get started on making your mark!
Transcript Summary
00:00 - 04:16
Gab: Introduction to the new episode of "SEO Kwentuhan." Gab introduces Coach Gelo and previews the episode’s focus on lighter SEO topics.
Gelo: Introduces the main topic: effective strategies for building authority in your niche. He notes that this topic is often overlooked in SEO discussions, which usually focus more on website optimization.
Gelo: Begins with the first question: What does it mean to build authority in SEO, and why is it important?
Gab: Explains that authority in SEO involves several factors including topical authority, backlinks, and domain authority. He emphasizes that Google's algorithms place increasing importance on brand authority. Gab continues by discussing how brand authority has become crucial due to recent updates in Google’s algorithms, which now emphasize authoritative sources over mere content publication.
Gab: Highlights the importance of authority for "Your Money Your Life" (YMYL) sites, which impact daily lives and require higher levels of expertise and trustworthiness. Gab describes authority as a significant ranking factor, with aspects including topical authority, backlinks, and technical SEO. He mentions that building authority involves various metrics and strategies, and stresses the importance of understanding these elements in SEO.
Gelo: Asks Gab to explain YMYL sites further for those unfamiliar with the concept.
Gab: Defines YMYL (Your Money Your Life) as sites affecting financial, legal, or health-related aspects of people's lives. He explains the necessity of expert opinions and authoritative content for such sites. Gab provides examples of YMYL sites, such as financial blogs or health articles, and discusses the need for expert-reviewed and fact-checked content. He further emphasizes the importance of authoritative sources in YMYL niches, such as real estate or financial advice, to ensure content credibility and trustworthiness.
04:17 - 09:36
Gelo: Agrees with Gab's examples and stresses the importance of expertise in high-stakes topics like health and finance.
Gab: Highlights the necessity of using expert sources to ensure credibility and authority.
Gelo: Mentions that authority is often neglected in SEO discussions, focusing instead on optimization elements like meta tags and keywords.He points out that high authority websites provide a boost not only to brand recognition but also to their audience reach.
Gelo explains that building authority involves more than just content creation; it also includes establishing a presence on social media and maintaining consistent business information across platforms.
Gab: Adds to Gelo's point about building authority through various online entities and maintaining accurate information.
Gelo: Discusses the importance of having consistent and accurate information across social media and other web platforms to build authority.He describes how Google and other search engines use these online entities and citations to evaluate authority. Gelo explains how authority impacts search engine rankings, with higher authority leading to better visibility and traffic. He elaborates on Google's "sandbox" concept, where new websites may initially struggle until they build authority and demonstrate credibility.
Gelo: Notes that building niche authority helps improve rankings and visibility, leading to better traffic and brand recognition. He explains how higher rankings and authority contribute to increased traffic and improved conversion rates. Gelo summarizes the benefits of building authority, including enhanced brand recognition and better conversion rates.
Gab: Agrees with Gelo’s points and discusses the importance of understanding authority for successful SEO strategies.
09:37 - 12:46
Gelo: Wraps up the discussion on authority, emphasizing the need to enhance one’s understanding and apply these strategies effectively.
Gab: Adds to Gelo's points and discusses the historical context of authority in SEO, including Google's evolution over time. He describes how the concept of authority has evolved since the early days of SEO and the importance of structured data in current practices.
Gelo: Agrees with Gab’s historical perspective on SEO authority.
Gab: Explains the role of structured data in helping search engines understand website content and its relevance. He discusses the impact of Google's Hummingbird algorithm on SEO, highlighting the shift towards understanding content relevance and authority.
13:03 - 15:23
Gelo: Acknowledges the significance of Hummingbird in improving search results and relevance. Gelo reiterates the importance of understanding authority in SEO and its impact on successful campaigns. He advises enhancing one’s knowledge of building authority and integrating it into SEO strategies.
Gab: Shares his personal approach to building authority, emphasizing authenticity and consistency in branding. He discusses how consistent branding and authority-building across various platforms can contribute to success in SEO. Gab highlights the importance of maintaining a consistent and authoritative online presence.
Gelo: Agrees with Gab’s approach to building authority and branding.
Gab: Emphasizes the need to understand and implement effective strategies for building authority in SEO.
15:25 - 16:50
Gelo: Discusses the intersection of personal and professional life in building authority. He emphasizes that personal engagement and answering questions can significantly contribute to building one's authority. Gelo mentions that while there isn’t a quantitative measurement for authority, sharing knowledge and interacting with the audience are key methods.
Gelo: Highlights the importance of helping others and sharing interesting knowledge from various sources. He notes that building authority involves not only sharing one's own knowledge but also valuable insights from others. Networking is also important, as engaging with like-minded individuals helps establish authority.
Gelo: In the field of local SEO, Gelo shares that showcasing results on platforms like Facebook can help build authority. Networking with others in the same field and sharing results or strategies can enhance one's perceived expertise.
16:51 - 18:07
Gab: Briefly interjects with a simple acknowledgment or question.
Gelo: Explains that building authority also involves becoming a top-of-mind reference for clients or peers. This way, even if a specific problem arises, clients are likely to refer to or remember the expert for solutions.
Gab: Agrees with Gelo's approach and shares that giving a lot of knowledge and help often results in receiving a lot in return. He reflects on the principle that generosity often leads to mutual benefit.
Gelo: Concurs, emphasizing the reciprocal nature of giving and receiving.
Gab: Expands on the idea that providing help and ideas can lead to returns in other forms, even if not immediately apparent.
Gelo: Makes a brief additional comment, possibly related to the previous discussion.
Gab: Adds a brief comment or question, possibly related to the ongoing discussion.
Gelo: Shares a motivational thought about giving love and receiving it back, while acknowledging the challenge of balancing personal and professional communication.
18:07 - 18:44
Gab: Mentions that he prefers to spend weekends with family and sometimes finds it challenging to balance work and personal life, such as church or other commitments.
Gelo: Briefly comments on Gab's personal approach to time management and work-life balance.
Gab: Reiterates his preference for spending weekends with family and engaging in personal activities.
Gab: Highlights that weekends are for personal time, while weekdays are more suited for professional tasks.
Gelo: Acknowledges Gab's approach and agrees with his perspective on work-life balance.
Gab: Clarifies that while they are not dismissive of professional communication, they value having time to focus on personal matters.
18:46 - 20:22
Gelo: Introduces a new topic about explaining EEAT (Expertise, Authoritativeness, Trustworthiness) to clients, noting that while SEO professionals understand EEAT, it’s often challenging for clients to grasp.
Gab: Confirms that many clients are not familiar with EEAT.
Gab: Admits that it's rare for clients to fully understand EEAT. He explains that it’s easier to explain this concept to those with SEO experience or a background in SEO. For most business owners, understanding EEAT can be difficult due to its technical nature.
Gab: Describes EEAT as relating to expertise, experience, and trustworthiness. He suggests that clients should focus on having credible experts and authentic personas on their websites to enhance their perceived authority.
Gab: Advises that Google prefers content written by experts. He recommends that clients should have a clear and authentic representation of their expertise on their site, including personal biographies or social media presence.
20:22 - 21:13
Gab: Mentions the importance of maintaining consistent brand identity across different platforms and ensuring that the website's structure supports this.
Gelo: Agrees and adds that having a consistent online presence and linking different platforms can enhance authority. He also suggests that having a well-structured online presence contributes to better search engine visibility.
Gab: Reiterates the importance of consistent online presence and its impact on authority.
Gab: Suggests providing clients with checklists or strategies for implementing EEAT. This includes building social media profiles and other online activities that align with their expertise.
Gab: Briefly discusses uploading pictures to the website and maintaining an updated online presence.
Gelo: Asks if Gab has additional strategies for implementing EEAT.
Gab: Responds, possibly referring to additional strategies or methods for implementing EEAT.
21:13 - 22:40
Gelo: Describes a strategy for improving client rankings by analyzing competitors. He explains that understanding why competitors have higher rankings can help in refining strategies to enhance one's own site’s authority. Gelo elaborates on a case where he identified why a competitor’s blog had more traffic and higher rankings. He attributes this to the competitor’s authoritative quotes and external links.
Gelo: Notes that analyzing competitors’ authority factors and improving one’s own site’s authority can help in ranking better.
Gab: Agrees that identifying and addressing authority gaps is crucial for improving rankings.
Gelo: Briefly mentions the importance of keeping updated with industry developments.
Gab: Acknowledges the challenge of explaining EEAT to clients, emphasizing the need for clear communication and practical advice.
Gelo: Discusses the importance of making clients understand that they are the subject matter experts and should provide accurate information. He advises being proactive in checking content accuracy and addressing any misinformation.
22:40 - 24:33
Gelo: Stresses the importance of clients understanding their expertise and regularly updating their content to maintain credibility. Gelo advises that staying informed about industry updates and innovations is essential. He suggests that clients should keep their content current and relevant. Gelo highlights that addressing research gaps and staying up-to-date with industry trends are crucial for maintaining authority and providing accurate information.
Gab: Acknowledges that local business owners often find it easier to convince their audience compared to larger brands. He notes that the personal persona of smaller businesses can be a strength in building authority. Gab mentions that addressing the personal branding and authoritative presence of executives or key figures can also be beneficial for larger brands.
Gelo: Briefly comments on the importance of personal branding for larger businesses.
24:34 - 25:59
Gab: Notes that even for blogs and personal branding, it’s important to identify and use effective personas to enhance authority.
Gelo: Agrees that leveraging effective personas in marketing and content creation can be impactful.
Gab: Suggests that alternative strategies include involving experienced marketing personnel or writers who have a deep understanding of the subject matter. Gab mentions that leveraging the expertise of marketing professionals or experienced writers can enhance content quality and authority.
Gelo: Agrees with Gab’s approach and mentions that experienced writers or subject matter experts can significantly contribute to improving content quality and authority.
Gab: Emphasizes the value of working with experienced professionals who have a proven track record in the industry.
26:00 - 27:40
Gelo: Introduces the concept of EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) and emphasizes the importance of understanding it to effectively build authority in a niche or on a website. Seeks Gab's advice on initial steps for establishing authority. Requests Gab's input on starting points for building authority on a website.
Gab: Highlights the significance of developing a strong persona to build company authority. Mentions the value of engaging in webinars, events, and conferences to enhance reach and consistency.
Gelo: Suggests including social media handles and links in the author bio for additional credibility.
Gab: Recommends creating content on the website, such as blogs or guest posts, and maintaining a well-presented author bio on these platforms. Stresses the importance of showcasing the author's expertise clearly.
Gelo: Acknowledges the importance of presenting a polished image.
27:40 - 28:34
Gab: Advises maintaining an active social media presence, even if it’s not perfect, as long as it engages clients. Emphasizes sharing articles and updates related to the author’s expertise on social media. Suggests creating a unique selling proposition (USP) for consistency in marketing products. Recommends using USP to build authority and enhance brand consistency.
Gelo: Notes the value of consistent branding in building authority.
Gab: Highlights the role of a strong USP in creating consistency in sales and building authority. Mentions the importance of identifying the best channels for building authority.
Points out that the focus has been on targeting Filipino freelancers, with future plans to go international.
28:35 - 29:40
Gelo: Notes the current focus on Filipino clients.
Gab: Indicates the intention to expand internationally in the near future.
Gelo: Moves to the next topic and acknowledges the shift in focus.
Gab: Asks if Gelo is ready for the next discussion.
Gelo: Responds affirmatively and transitions into the next topic.
Gab: Discusses the next steps for starting to build authority. Mentions additional specific steps and strategies for establishing authority.
Gelo: Suggests doing extensive research, particularly on the target market, to ensure consistent topic usage. Recommends creating pillar content and addressing common customer questions through detailed articles and glossaries.
29:40 - 30:34
Gelo: Advises creating evergreen content and using internal linking to build topical authority. Discusses the importance of structuring content effectively.
Gab: Acknowledges the relevance of topical authority.
Gelo: Mentions recent controversies regarding topical authority.
Gab: Comments on the ongoing discussion around topical authority and its recent prominence.
Gelo: Briefly touches on the controversy.
Gab: Notes that while topical authority is a hot topic, it’s not yet fully settled. Mentions that Core, a known SEO figure, has contributed to the discussion on holistic SEO.
Gelo: Refers to Core's influence in the discussion.
Gab: States that Core’s innovation in holistic SEO has influenced the conversation on topical authority.
Gelo: Acknowledges Core’s contributions.
Gab: Adds that Core has been influential but acknowledges that the concept of topical authority has been discussed and developed by others in the SEO field as well.
30:34 - 31:53
Gelo: Refers to the implementation of SEO best practices.
Gab: Explains that while Core has played a significant role in shaping the concept of topical authority, the practice has evolved from earlier SEO strategies. Mentions the introduction of Hummingbird by Google, which influenced SEO practices and content strategies related to topical authority. Describes how content clustering and pillar pages have become essential for establishing topical authority.
Gelo: Highlights the importance of expanding content within related categories to build authority.
Gab: Emphasizes the need to address additional related categories and topics to expand content reach. Discusses expanding into related categories to build authority.
31:53 - 34:37
Gelo: Notes the importance of technical SEO elements, such as SSL certificates and website security, in building authority. Suggests ensuring website readability and security as part of authority building.
Gab: Agrees on the importance of these technical aspects.
Gelo: Highlights the need for website security and technical optimization.
Gab: Agrees and emphasizes the need for comprehensive site security and performance.
Gelo: Advises checking the technical aspects of the website to support authority building and maintain a user-friendly experience. Discusses the importance of on-page SEO and proofreading content for accuracy as part of authority building. Suggests focusing on high-quality content and technical aspects to improve authority. Mentions creating pillar content and ensuring internal linking for a better user experience.
Gelo: Provides an example of creating a YouTube channel to build authority in a specific niche, such as AI and target shooting. Emphasizes the importance of visual content and ads in building authority. Recommends using YouTube and social media to explain complex technologies and build authority. Advises on creating engaging content to attract and inform potential customers. Highlights the value of visual content and targeted advertising in establishing authority.
34:37 - 35:13
Gab: Mentions the effectiveness of Facebook and YouTube ads in reaching specific audiences.
Gelo: Refers to different strategies for advertising new products.
Gab: Mentions innovative approaches to advertising.
Gelo: Discusses targeting specific groups through advertising.
Gab: Expresses interest in the effectiveness of targeted advertising.
Gelo: Suggests that targeted ads could improve product visibility.
Gab: Comments on the potential for targeted ads to generate interest and drive research.
35:14 - 37:20
Gelo: Moves to discussing the importance of tracking content performance and authority growth.
Gab: Recommends using SEO tools to track content performance and authority growth.
Gelo: Emphasizes the role of tools in tracking and analyzing authority-building efforts.
Gab: Discusses the importance of tracking organic search traffic and user engagement metrics to gauge the effectiveness of authority-building strategies.
Gelo: Mentions the use of analytics tools to monitor these metrics.
Gab: Advises reviewing and adjusting strategies based on analytics to ensure continuous improvement in authority building.
37:20 - 40:09
Gelo: Discusses the importance of understanding keyword metrics and analytics, mentioning the need to explore keywords using tools like the keyword explorer.
Gab: Confirms that there are new keyword metrics to consider.
Gelo: Explains the process of using the keyword explorer tool to analyze keywords. Emphasizes entering your keyword under traffic share to get keyword ideas and traffic share data. By domain, you can see how large the share is compared to competitors. This is useful for evaluating the main (seed) keyword versus long-tail keywords. The goal is to identify the topical authority of a domain. Adds that while traffic share is a useful benchmark for evaluating keyword competitiveness, it is not an absolute measure. It's important to use it as a relative benchmark rather than a definitive guide.
Gelo: Discusses the importance of assessing traffic and rankings for a particular domain to understand its topical authority. If an article’s traffic and rankings align with its topic, it indicates strong authority. Social signals, like shares on Reddit or Quora, are also considered as indicators of authority.
Gelo: Highlights that backlinks contribute to establishing topical authority. Sites with relevant backlinks are often seen as authoritative. Mention of how a strong backlink profile can indicate a website’s authority in its field. He continues discussing backlinks, noting that a website should be referenced often and seen as a primary source for a topic. Topical authority is demonstrated when other websites frequently cite it as a resource.
Gelo: Suggests evaluating the backlink profile of authoritative websites to gauge their topical authority. It’s about how well the website is recognized as an expert in its field. Recommends checking other topical authority websites for comparison. Mentions that some websites are recognized as primary sources for certain topics.
40:09 - 41:28
Gab: Suggests using Google Search Console (GSC) metrics, particularly impressions, to measure authority. High impressions can indicate increased visibility in searches. Further explains that a high number of impressions often correlates with improved search performance. Highlights the importance of monitoring impressions as a milestone.
Gelo: Agrees that a high number of impressions is significant.
Gab: Cites case studies where impressions are used as a key metric for evaluating authority. Suggests that impressions should be prioritized over clicks or traffic initially, especially for new websites. Mentions that reaching around 10,000 impressions is considered a milestone that signals Google recognizes your site as an authority, leading to further growth in clicks and traffic.
Gelo: References an example or source.
Gab: Expresses some skepticism but notes that case studies often suggest focusing on impressions first.
Gelo: Suggests exploring further. Mentions Kyle Roof as a potential source for more information on impressions and authority.
Gab: Acknowledges Gelo’s suggestion.
Gelo: Notes that Kyle Roof might have discussed impressions and authority metrics.
41:28 - 43:06
Gab: Shares that the ultimate goal is to consistently produce relevant content and monitor its performance. The focus should be on increasing the number of pages and content velocity, which in turn improves rankings and conversions. Emphasizes the importance of content production rate and relevance.
Gelo: Acknowledges the point about content production.
Gab: Explains that whether content is generated by AI or human writers, the focus should be on increasing impressions, improving rankings, and eventually driving clicks and conversions.
Gelo: Asks about common mistakes to avoid in building authority.
Gab: Lists common mistakes such as not optimizing EAT (Expertise, Authority, Trustworthiness) and using fake personas. Emphasizes the need for consistency and authenticity in branding.Advises against using fake personas or methods that may not align with current algorithms and branding practices.
Gelo: Comments on the prevalence of such practices and the need for authenticity.
43:06 - 43:59
Gab: Highlights that outdated methods like PBNs (Private Blog Networks) and fake blogs are no longer effective and may harm your site’s authority. Notes that inconsistent branding and incorrect name registration can lead to penalties. Emphasizes the importance of consistent branding across all platforms.
Gelo: Confirms the importance of consistent branding.
Gab: Points out issues related to inconsistent branding on different platforms.
Gelo: Adds to the point about branding consistency.
Gab: Reiterates the importance of maintaining a consistent brand name across various platforms to avoid penalties.
Gelo: Acknowledges the point.
Gab: Highlights the importance of properly registering your business name and avoiding discrepancies.
Gelo: Comments on business registration issues.
Gab: Discusses the need for accurate registration details for the business.
43:59 - 44:26
Gelo: Agrees with the importance of proper registration.
Gab: Mentions issues related to LLCs and other business entities.
Gelo: Comments on business entity registration.
Gab: Emphasizes the need for correct registration details to avoid potential problems.
Gelo: Acknowledges the importance of accurate registration.
Gab: Stresses the importance of addressing negative feedback and maintaining an active presence on social media to manage brand reputation.
Gelo: Agrees and adds to the discussion.
44:26 - 45:28
Gab: Discusses the impact of negative feedback on brand perception and the need to address issues rather than ignore them.
Gelo: Comments on managing negative feedback and its implications.
Gab: Emphasizes the importance of not ignoring feedback and addressing customer concerns.
Gelo: Agrees on the need to handle negative feedback properly.
Gab: Stresses the importance of addressing negative comments on social media and review sites to protect brand reputation.
Gab: Highlights the need to engage with feedback, especially on platforms like Facebook, Reddit, and review sites, to mitigate negative impact and maintain a positive brand image.
Gab: Comments on the importance of addressing feedback. Discusses the significance of addressing negative feedback proactively to maintain a positive brand perception and improve customer relations.
45:28 - 46:54
Gab: Mentioned the importance of technical SEO before. Instead, what you should do is focus on collaboration. Collaborate with coaches who offer technical SEO services. There are various experts in the field who can provide valuable insights.
Gelo: Yes, there are indeed experts in technical SEO. It's essential to collaborate with developers and other professionals. I would suggest inviting someone to the podcast to explain the importance of technical SEO in greater detail.
Gab:My idea is that you should remain open to other ideas and perspectives from experts. There are many experts in the field, and we should invite them to share their knowledge. This includes both well-known SEO experts and those who are just starting out.
Gelo: Common mistakes in building website authority include a lack of branding. Often, branding is lost in posts and cross-posting on social media.
Gab: Like in blogs?
Gelo: Yes, for example, if they cross-post on social media. Sometimes branding gets lost. It’s not just about having a logo; it’s about maintaining a consistent tone and message.
Gab: The tone of voice.
46:54 - 47:50
Gelo: Also, alignment is crucial. If you have different social media and blog strategies, they should be aligned.
Gab: I have a question for you. How do you align that? How do you ensure consistency?
Gelo: One approach is to create a brand kit.
Gab: Like a PDF?
Gelo: Yes, a brand kit includes elements like colors, fonts, and logos. It ensures consistency across different platforms.
Gab: For designers?
Gelo: Exactly. It’s about having a set of guidelines that help maintain your brand's identity.
Gab: The tone of voice?
Gelo: Yes, the tone and other branding elements should be consistent.
Gab: That’s crucial. At least having a reference helps maintain consistency.
47:51 - 50:15
Gelo: Another common mistake is inconsistent messaging. For instance, your slogans and mission should be clear and consistent across all pages. Quality content is also important. Sometimes, there’s thin content or duplicate content which affects the site's authority.
Duplicate content can be a problem, especially when it's not just within your website but across the web. This includes content that is repurposed or similar to others.
Gelo: Yes, curation is fine, but direct replication of content is a problem.Replicating content or masking it as something original can be problematic.
Gelo: Exactly. Avoid replicating content and focus on creating original material.It’s important to avoid practices like plagiarism.
Gelo: Also, ignoring technical SEO issues, such as a poor mobile experience, can harm your authority. Ensure that your website is mobile-friendly.
Gab: It should be responsive.
Gelo: Correct. If your site isn’t mobile-friendly, it will affect your authority. Link building is also crucial for authority. Avoid outdated practices like Web 3.0 links, which are less effective now.
Gab: Stick to modern practices.
50:15 - 52:16
Gelo: Sometimes older methods may still work, but they’re less reliable. It’s best to focus on up-to-date strategies. It depends on the competition and difficulty of your niche. Be cautious with outdated techniques.
Gelo: Use strategies that are proven to be effective and relevant to your current needs. Timing and strategy adjustments are crucial.
Gab: There’s also timing in applying strategies. It’s better to wait until you have some authority built before using certain tactics.
Gelo: Exactly. For advanced strategies, consider tiered link building and researching different link-building approaches to stay on the safe side. Many people still don’t utilize social media effectively. Social media signals can help establish your brand’s authority. Social media is a significant factor in building overall web presence.
Gelo: A holistic SEO approach includes collaboration within digital marketing, not just focusing on one aspect.
52:17 - 53:10
Gelo: Building authority takes time. Remember, “Rome wasn’t built in a day.” Be patient and consistent with your efforts.
Gab: Rome wasn’t built in a day.
Gelo: Exactly. Authority takes time to develop.
Gab: Building authority involves a long-term process.
Gab: Focus on the process and technology involved.
Gelo: There are many strategies, but the key is to understand the principles of building authority.
53:10 - 55:43
Gelo: What are some long-term strategies for sustaining and growing your authority once it’s established?
Gelo: Yes, how to start and maintain your authority over time.
Gab: It’s not just about building authority but maintaining it.
Gelo: Learn from successful brands.
Gab: For instance, Nokia, which was once popular but didn’t innovate or implement long-term strategies.
Gab: Even if the product is good, failing to innovate and update strategies can hinder long-term success. Maintaining a dynamic approach is essential.
Gelo: Focus on continual improvement and staying updated with industry trends. Regularly review and adapt your strategies to meet current demands.
Gab: Keep track of changes in technology and user behavior to stay relevant.
Gelo: Adapt to changes and remain flexible.
Gab: Exactly. Adaptation and innovation are key.
Gelo: Yes, keep evolving and responding to new challenges. It’s not just about maintaining but continuously growing your authority. Learn from other brands and stay innovative.
Gab: Always strive for improvement.
Gelo: Yes, maintain and grow your authority over time.
Gab: That wraps up our discussion on building and maintaining authority.
