Matt Cutts, the head of Google’s web-spam team has been telling for the past 6 months or so, on multiple occasions, that how their engineers are working hard to integrate “authority or subject authority” as a ranking signal for ranking web content.
Basically, instead of demoting bad guys, they want to promote sites or authors who are experts in a subject.
So that when somebody will search for information about medical, photography, traveling, etc. only authority sites and content written by experts in that fields will rank higher in Google search.
A person is called authoritative when people trust him, recognize him as an expert, and seek help from him in time of needs.Authority can’t be achieved overnight. It takes years of hard work and dedication.
When an author consistently produce quality content for 2 years… 4 years, or even 5 years;in the process of becoming an authority, he becomes a popular figure – online (social media) and offline. His site gains plenty of links, or vote of confidence from other webmasters.
Time spent, domain trust and decrease bounce rate; his website gets all the 200 signals used by Google to rank content higher. So, when he publish a piece of content on his site, it naturally ranks higher for all the +Ve signals. And when he writes on another authoritative site, that’s also ranks higher. Have you ever seen an authoritative person publishing from a low quality site?
Just do a Google search for anything about copywriting. And look who has come at the top? It’s Brian Clark’s Copyblogger, right? Because he, and his website are an authority in copywriting space.
If you search something about SEO – It’ SearchEngineLand, MOZ, and other sites on a decreasing order of authority.
If most of the signals used by Google to rank a content higher is based on the, or derived from the “authoritative nature of the website or author” – Is there a need of adding authority as a ranking signal in Google’s existing algorithms?
Add your thoughts (+Ve & -Ve) in the comments below to make this post more debatable