Ranking on the world-wide web and the generation of traffic are of course mission critical considerations for any venture in today’s digital world. A core consideration is what signals authority in Google’s algorithm. What factors are the most important in determining your web-page’s rank and authority? Originality and quality of content, functionality and appearance are all important factors, but the primary determinant remains links. And it seems that this will remain so, at least for the foreseeable future.

 

PageRank and Google’s First Algorithm

One of the Co-Founders of Google, Larry Page, contributed his name to the first algorithm schema called “PageRank”. Within this framework page authority (and ranking) was determined by quantity and quality of in-bound links to a specific site.  Unfortunately, a wide variety of responses appeared that aimed to trick the algorithm: Link-farming and the creation of “link wheels” representing two examples. Thus, ranking and page authority determinations had to become more sophisticated.

 

Google Cracks Down and the Advent of Penguin

Attempts to manipulate ranking and page authority forced Google to derive new responses. One of these was the creation of Penguin overhauled quality standards set for links. Penguin was able to differentiate between quality, authoritative links and those which were manipulative. Google began to penalize those who were most flagrant in their attempts to manipulate authority and ranking, utilizing black-listing where necessary.

 

At this juncture, there remains no substitute for the acquisition of naturally-acquired, quality links.

 

Why links are still the core authority signal in Google’s algorithm – Search Engine Land

Why links are still the core authority signal in Google’s algorithmThey may evolve over the next several years, but if so, it’ll certainly be gradual, so keep link building as a central component of your SEO and content marketing strategy. Why links are still the core authority signal in Google’s algorithm – Search Engine Land