Core Concepts | Search Engines | Authority
Authority is a hugely significant factor in where a webpage will rank in the SERPs. This constitutes the second category of SEO factors that are algorithmically considered by Google.
As we have already covered, Google try to determine the relevance of a page to a keyword or search term. Because there are likely hundreds, thousands or millions of pages may be relevant to a keyword; Google use other factors in their algorithm such as authority to help order the organic SERPs.
Simply building a site and filling it will relevant content will only allow you to achieve so much, you will eventually need to build up the authority. In competitive markets, authority is usually The determining factor, sites without authority will not perform well.
Building authority takes time, resources and money, make no mistake this is a costly process. We cover the processes and techniques you can employ to achieve this in other guides, these are very involved requiring project management, creativity and PR skills.