SEO: the difference between authority, importance and relevance

SEO: the difference between authority, importance and relevance

A lot of new SEO practitioners have a tendency to become over-reliant on a metric called Google PageRank. PageRank is essentially an internal and external metric used by Google to evaluate the relative importance of web pages. Each page listed in Google's index is given a PageRank value of between 0-10, with ten being the highest and 0 being the lowest. One important thing to remember about PageRank is that the toolbar value shown will not necessarily correlate with Google's own internal value which is usually scored using multiple decimal points. Thus, two PageRank six websites may be valued entirely differently with one scoring a value of 6.4 and another scoring a value of 6.1. Another thing users should remember about PageRank is that it's only updated, on average, once every three months thus the toolbar value you see may not actually be the updated value.

While PageRank is still an important measure of the relative importance of a page, it is not as critical a ranking factor as it once was mainly because it's proven so easy to manipulate. Webmasters now need to take into account how much Google has advanced in the last few years and how it's ranking factors now appear in the modern age. Two metrics that webmasters should focus more time and attention on are authority and relevance. Authority is determined by the overall importance of a website. For example, a website such as the BBC.co.uk, with thousands upon thousands of pages indexed and countless thousands of high value backlinks, is generally considered to be a very authoritative website. A backlink on a PageRank 0 page on BBC.co.uk could thus prove more valuable than a PageRank 2 backlink on an outdated web directory.

Another factor that webmasters should take into account when building backlinks is anchor text relevance or rather how many keyword focused anchor text links have been built to a specific page on-site. Google looks at anchor text as an indication of what the page being linked to is "all about" by increasing the amount of relevant anchor text pointing to your site you can increase the overall relevance of your site to a range of target terms.

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