Are Blogs Losing Their Authority To The Statusphere?

Posted on March 10, 2009. Filed under: Google | Tags: , , |

By Brian Solis,


Depending on which numbers you source or believe, all reports agree that the blogosphere continues to expand globally.

As the leading blog directory and search engine, Technorati maintains a coveted Authority Index which is considered amongst bloggers as the benchmark for measuring their rank and selling their position within the blogosphere. (At least until recently). Authority in the index is defined as the number of blogs linking to a website within the last six months. The higher the number, the greater the level of Authority a blog earns.

However, a disruptive trend is already at play. While blogs are increasing in quantity, their authority–as currently measured by Technorati–is collectively losing influence. For instance, just last November, Technorati counted 32,493 links towards gadget blog Engadget’s “authority.” Today, it counts half that amount (16,326). Even TechCrunch’s link authority as measured by Technorati is down by several thousand links, yet its relative position in the overall ranking (No. 3) hasn’t moved.

In its annual state of the blogosphere last year, Technorati revealed that it had indexed 133 million blog records since 2002. In March 2008, Universal McCann published a report that indicated 184 million blogs worldwide were created, with 346 million people reading blogs globally.

Blogging is entrenched in the mainstream. Indeed, consumers, businesses, content publishers, and media channels are embracing blogs as a way of engaging existing and reaching new readers to build an ecosystem around relevant conversations. It’s the convergence of dialog and journalism, creating a new generation of interconnectedness between publisher and community.


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