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Showing posts from May, 2017

How Google assesses the ‘authority’ of web pages

Google’s fight against problematic content has drawn renewed attention to a common question: how does Google know what’s authoritative? The simple answer is that it has no single “authority” metric. Rather, Google looks at a variety of undisclosed metrics which may even vary from query to query.The original authority metric: PageRankWhen Google first began, it did have a single authority figure. That was called PageRank, which was all about looking at links to pages. Google counted how many links a page received to help derive a PageRank score for that page.Google didn’t just reward pages with a lot of links, however. It also tried to calculate how important those links were. A page with a few links from other “important” pages could gain more authority than a page with many links from relatively unremarkable pages.Even pages with a lot of authority — a lot of PageRank — weren’t guaranteed to rocket to the top of Google’s search results, however. PageRank was only one part of Google’s…