How Google Measure Web page Authority
How does Google know what’s authoritative? The simple answer is that it has no single “authority” metric. Rather, Google looks at a variety of undisclosed metrics which may vary.
Googles first measure on authority was the page rank and how many links a page had for a page rank score,and the importance of a particular page or link.The actual words within that particular page link had great importance for the algorithm-while the actual content was taken into account.
Today googles artificial intelligence,google rankbrain,is yet another role in ranking,which involves over 200 major signals,which none of these have a single authority factor like the older days of page ranking.
Paul Haahr-one of google’s engineers says none of these metrics or factors ‘is authority’- whole bunch of things that we hope together help increase the amount of authority in our results,”.
The basket of factors it uses to arrive at a proxy for authority are something it hopes really does correspond to making authoritative content more visible.
Quality raters that google employs, were recently given updated guidelines on how to flag low-quality web pages.
Google hopes the feedback from raters, along with all its other efforts, provides results that better reward authoritative content.