p Google’s fight against problematic content has drawn renewed attention to a common question: how does Google know what’s authoritative?
Rather, Google looks at a variety of undisclosed metrics which may even vary from query to query.
Google counted how many links a page received to help derive a PageRank score for that page.
Even pages with a lot of authority — a lot of PageRank — weren’t guaranteed to rocket to the top of Google’s search results, however.
The actual words within links had a huge impact.
These days, links and content are still among the most important ranking signals.