Google: We Don’t Evaluate a Site’s Authority via @MattGSouthern

Google doesn’t specifically measure the authority of a website, according to webmaster trends analyst John Mueller.

This was stated in the most recent Google Webmaster Central hangout when Mueller was asked how a site can increase its authority.

The webmaster who asked the question says their site lost a significant amount of organic traffic following the June core algorithm update.

Somehow, the webmaster came to the conclusion that their site’s authority dropped by 50 percent as a result of the core update.

However, that would be impossible to determine, as Mueller says Google doesn’t have any kind of ‘authority’ metric.

“In general, Google doesn’t evaluate a site’s authority. So it’s not something where we would give you a score on authority and say this is the general score for authority on your website. That’s not something we would be applying here.”

Google’s quality rater guidelines have a section on evaluating authority, but earlier in the hangout Mueller mentioned quality raters do not evaluate sites on an individual basis.

In other words, quality raters are not looking at sites and assigning scores based on how authoritative the sites appear to be.

The people who site owners should get to evaluate their sites are actual users, Mueller says. He recommends seeking feedback from current or potential users with regards to their perception of a site’s authority.

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