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Back to Search Engine Basics: Page Authority
Before I continue my series of posts on link optimisation let me discuss something I overlooked during series on search engine basics. In my post entitled “Back to Search Engine Basics: Determining Relevance and Popularity” I explained how search engines use keywords to determine the relevance of a website’s content and how inbound links are used to determine the popularity of the site. Another factor search engines use to choose the results displayed in SERPs I neglected to mention is authority.
Authority is the bridge that connects the other two factors - relevance and popularity. The authority of a page is determined by looking at the keywords used in the anchor text as well as the actual content of the pages that those links lead to. The authority of a webpage is analysed with both inbound and outgoing links considered. What this means is that if two different webpage both have a lot of inbound links by analysing the relevance of the contents of the webpages linking to each page, the page that has more pages relevant to its own theme/topic linking back to it will be seen as having greater authority and so will rank better in SERPs.
For example, if a website on SEO has only 10 incoming links but all from other reputable SEO websites these 10 links will be more valuable than 20 inbound links from sites with topics like gardening or beauty. The page with more links is more popular but the one with lots of relevant links will be more authoritative.
Popularity: 11% [?]
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