In order to provide great results, Google looks at each site’s code to determine the site’s relevance, authenticity and authority to each search, or query.
Relevance
The purpose of organic SEO is establishing a site’s relevance to predetermined queries. At its core, SEO means ensuring that Google can tell what a site is about.
Authenticity
Because users dislike seeing multiple results with the same content, Google tries to keep sites with duplicate content out of the search results.
Authority
Links help establish authority on the Web. Google assumes that users prefer results from authority sites over unproven, unknown sites.
For instance, who would you trust more for domestic advice, Martha Stewart or Billy Bob’s domestic blog? A link indicates that another site has confidence in you. Why would a webmaster link to you if he or she didn’t think their visitors would benefit from your site? Google counts each link as a vote of confidence. Sites with more votes are assumed to have more authority, and are rewarded with higher rankings.
Links also indicate relevance. A link from Martha Stewart’s site indicates that a webmaster thought your site would be helpful to homemakers. This indicates that your site is related to homemaking. A link from a site geared toward car mechanics would indicate that your site is helpful to car mechanics, which would indicate that your site is related to cars. If your site is about homemaking, obviously a link from Martha Stewart’s site is much more valuable than a link from the car site.
Lastly, some links have more weight than others. Because Martha Stewart’s site has many links pointed to it, it has lots of authority in the eyes of Google. This authority based on links is also called PageRank. When a high-authority site links to another site, it has much more authority, or PageRank, to give to that site than another, less-linked site has. So, a link from Martha Stewart’s site is much more valuable than a site from Billy Bob’s domestic blog.
Link building is vital to improved rankings in the search engines. Consider complementing your SEO efforts with link building to achieve maximum conversions and ROI for your sites.
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