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OK, this is a immersive concept and I need to emphasise it’s not an exact science. But here is what I have learned 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 content. The great news is that authorities trusted by humans are also trusted by Google. A good illustration is the .edu and .gov suffixes. These suffixes imply they are credible sources of information and it’s a proven fact that as far as Google is concerned backlinks from these web addresses to your site will contribute authority to your web pages. Another great example is Wikipedia as the entries here are largely contributed to by tribes of people as opposed to a single source.

So it follows that authority is significantly influenced by the source of your backlinks and if authoritative content link to your site then you receive their influence and as far as Google is concerned you become more authoritative and so the trust in your content by Google increases.

How Google declares what is and isn’t authoritative is confidential for good reason and aligns with Google’s thinking of “Do no evil”. The last thing the net needs is an individual or a group manipulating the mechanisms that Google untilzes in its efforts to try and bring some order to probably the most important technological asset of our times.

Backlinking methods you should avoid

In the same vein it’s valuable to state some ‘black hat sources and methods of creating backlinks that Google not only dislikes but appears to be moving aggressively to ‘’categorize as negative authorities. In no particular order of merit, the common examples are:

• Paid backlinks – hubs where individuals buy and sell backlinks
• Comment spam – entries that have links on blog pages that are just not associated to the main theme.
• Low quality and *duplicate content – ‘scraped’ or copied
• Fast growth – there are plenty of ways that this is achievable, Google isn’t dumb. Any sudden rise 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 unscrupulous web pages – 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 key media portals appear to get a lot of authority and I have definitely seen significant quantities of the same content over and over again on different portals 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 article….

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