Phew, this is a multi-faceted concept and I need to emphasise it’s not an exact science. But here is what I have learned in my research at the Backlinks clinic:
Authority – explained
The more authority your web pages have the higher you will rank on Google. Authority means that people trust you and your information. The great 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 authoratitive sources of content and it’s an established fact that as far as Google is concerned backlinks from these domains to your site will contribute authority to your web pages. Another perfect example is Wikipedia as the contents here are largely 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 you then you receive their apparent trust and in the eyes of Google you become more authoritative and hence the trust in your site by Google increases.
How Google declares what is and isn’t authoritative is confidential for good reason and falls in line with Google’s philosophy of “Do no evil”. The last thing the web needs is someone exploiting the mechanisms that Google employs in its efforts to try and bring some order to probably the most important technological resource of this period in history.
How not to get Backlinks
And on this thought it’s valuable to state some common sources and practices of building backlinks that Google not only disapproves of but appears to be acting to ‘’categorize as illegitimate authorities. In no particular order of merit, the common examples are:
- Paid backlinks – web pages where people buy and sell backlinks
- Comment spam – entries that have links on web pages that are just not associated to the main theme.
- Low quality and *duplicate content – ‘scraped’ or otherwise
- Fast 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 register on Google’s radar, specifically if it’s a recently registered domain.
- Backlinks from unscrupulous web pages – these are particularly destructive as you are guilty by association – need I say more.
*There is another factor where I may be on shakey ground, but key media properties seem to get a lot of authority and I have definitely found significant quantities of the same content over and over again on different portals with no penalties, I am still looking at this, only as a percentage of the results I am seeing go against the normal behaviors I usually expect to see. More on this is in a future article….
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