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Google Authority and Backlinks
By norman | October 12, 2009
Phew, this is a immersive concept and I want to emphasise it’s not clear cut. But here is what I know in my analysis at the Backlinks clinic:
Authority - simplified
The more authority your web pages have the higher you will rank on Google. Authority means that searchers trust you and your information. The good news is that authorities trusted by people are also trusted by Google. A great example is the .edu and .gov domain extensions. These domains imply they are credible sources of content and it’s a proven fact that in the eyes of Google backlinks from these web addresses to your web pages will send authority to your site. Another perfect example is Wikipedia as the contents here are mostly added by by group of humans as opposed to a single person.
So it follows that authority is very heavily influenced by the source of your backlinks and if authoritative web pages link to your web pages then you receive their apparent trust and as far as Google is concerned you become more authoritative and so the trust in your content by Google increases.
How Google pronounces what is and isn’t authoritative is kept secret for solid reasons and aligns with Google’s thinking of “Do no evil”. The last thing the web needs is someone exploiting the mechanisms that Google uses in its efforts to try and bring some order to probably the most important technological asset of our times.
How not to get Backlinks
And on this thought it’s valuable to state some obvious sources and practices of building backlinks that Google not only disapproves of but appears to be acting to ‘’categorize as negative authorities. In no particular order of merit, the prime offenders are:
- Paid backlinks – web pages where people purchase and sell backlinks
- Comment spam – entries that contain links on web pages that are just not associated to the main theme.
- Low quality and *duplicate content – ‘scraped’ or copied
- Rapid backlink growth – there are plenty of ways that this is achievable, Google isn’t stupid. Any sudden increase in the amount of backlinks is going to show up on Google’s monitoring systems, especially if it’s a recently registered domain.
- Backlinks from villainous sites – these are particularly nasty as you are guilty by association - need I say more.
*There is another factor where I may be on dodgy ground, but large press portals seem to get a lot of authority and I have definitely found significant numbers of the same article over and over again on different web sites with no penalties, I am still monitoring this, only as a percentage of the results I am seeing go against the normal behaviors I normally expect to see. More on this is in a future post….
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