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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 - basics

The more authority your site has the better you will rank on Google. Authority means that people trust you and your information. The good news is that authorities trusted by humans are also trusted by Google. A good illustration is the .edu and .gov suffixes. These domains imply they are credible sources of content and it’s an established fact that as far as Google is concerned backlinks from these web addresses to your web pages will “pass on” authority to your web pages. Another shining example is Wikipedia as the contents here are largely authored by by group of humans 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 in the eyes of Google you become more authoritative and hence the trust in your web pages by Google goes up.

How Google pronounces what is and isn’t authoritative is kept secret for good reason and falls in line with Google’s thinking of “Do no evil”. The last thing the web needs is someone manipulating the methods that Google employs in its efforts to try and bring some order to probably the most important technological asset of this period in history.

How not to get Backlinks

In the same vein it’s worth my while stating some distasteful sources and practices of building backlinks that Google not only dislikes but appears to be moving aggressively to ‘’categorize as negative authorities. In no particular order of severity, the common offenders are:

• Paid backlinks – web pages where people buy and sell backlinks
• Comment spam – entries that have links on web sites that are just not associated to the main theme.
• Low quality and *duplicate content – ‘scraped’ or copied
• Rapid backlink growth – there are a large selection of ways that this is achievable, Google isn’t stupid. Any sudden rise in the amount of backlinks is going to register on Google’s radar, specifically if it’s a recently registered domain.
• Backlinks from bad reputation sites – 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 large media properties seem to get a lot of authority and I have definitely found significant quantities of the same article over and over again on different portals with no penalties, I am still looking at this, only as a portion of of the results I am seeing go against the normal behaviors I usually expect to see. More on this is in a future post….