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OK, this is a multi-faceted concept and I need to emphasize it’s not an exact science. But here is what I have learned in my analysis at Top Linking Secrets: Authority – basics The more authority your web pages have the better you will rank on Google. Authority means that people trust you and your information. The great news is that authorities trusted by people are also recognized as trustworthy by Google. A good illustration is the .edu and .gov suffixes. These suffixes imply they are credible sources of information and it’s a proven fact that in the eyes of Google backlinks from these web addresses to your web pages will contribute authority to your web pages. Another good example is Wikipedia as the contents here are mostly contributed to by group of humans as opposed to a single marketer. So it follows that authority is significantly influenced by the source of your backlinks and if authoritative web pages link to you then you receive their influence and in the eyes of Google you become more authoritative and hence the trust in your site by Google goes up. How Google pronounces what is and isn’t authoritative is confidential for good reason and falls in line with Google’s thinking of “Do no evil”. The last thing the Internet needs is an individual or a group exploiting the formula that Google utilizes in its efforts to try and regulate probably the most significant technological development of our times. How not to get Backlinks And on this thought it’s worth my while stating some ‘black hat sources and practices of acquiring backlinks that Google not only dislikes but appears to be acting to ‘classify’ as negative authorities. In no particular order of severity, the prime offenders are: Paid backlinks – places where individuals buy and sell backlinks Comment spam – entries that have links on blog pages that are just not related to the main theme. Low quality and *duplicate content – ‘scraped’ or copied Unnatural growth – there are plenty of ways that this is achievable, Google isn’t dumb. Any sudden increase in the number of backlinks is going to show up on Google’s radar, specifically if it’s a recently registered domain. Backlinks from bad reputation web pages – these are particularly nasty as you are guilty by association – need I say more. *There is another factor where I may be on shaky ground, but key media portals seem to get a lot of authority and I have definitely discovered significant quantities of the same article over and over again on different portals with no penalties, I am still monitoring this, only as some of the results I am seeing go against the normal behaviors I normally expect to see. More on this is in a future post….