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.

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