As Digital Marketer, and more specific, SEO expert, Web Pages Authority is obviously one of the main concerns of your strategy, regarding to how Google ranks the authority of your pages in order to be shown on searches as best as is possible.
While a few years ago, Google algorithms measured pointing links as a signal of authority, nowadays it analyses a thorough picture of pages, that includes the impact of even 200 hundred of different signals, as Social Media, still being content and inbound links some of the most important ones.
Because of this, it is certainly important every single page SEO, something that is necessary linked to the content strategy, which needs to follow freshness and relevancy.
The original metric: PageRank
When Google first began, it did have a single authority figure. That was called PageRank, which was all about looking at links to pages. Google counted how many links a page received to help derive a PageRank score for that page.
Calculating it today
These days, links and content are still among the most important ranking signals. However, artificial intelligence — Google’s RankBrain system — is another major factor. In addition, Google’s ranking system involves over 200 major signals. Even our Periodic Table of SEO Success Factors that tries to simplify the system involves nearly 40 major areas of consideration.
Primarily assessed on a per-page basis
While there’s no single authority figure, that bucket of signals effectively works like one. That leads to the next issue. Is this authority something calculated for each page on the web, or can domains have an overall authority that transfers to individual pages?
Sitewide signals, not domain authority
That’s not to say that Google doesn’t have sitewide signals that, in turn, can influence individual pages. How fast a site is or whether a site has been impacted by malware are two things that can have an impact on pages within those sites. Or in the past, Google’s “Penguin Update” that was aimed at spam operated on a sitewide basis (Haahr said that’s not the case today, a shift made last year when Penguin was baked into Google’s core ranking algorithm).
Ade Camilleri is a leading Internet marketer and Data Marketing Analyst for some of the worlds leading Comapnies with a focus on Tourism, Public Companies, Government Organmisatioons and iGaming. He forms part of the Media Plan group of Copmpanies who provide Digital Marketing Services for iGaming, Tourtism and Fortune 500 Companies.