Jonathan Leger – SEO And Internet Marketing Blog Internet Marketing Blog


Understanding Google site “authority”

Somebody recently made a post on the WebComp Analyst forum asking, basically, the following question: I have more links than my competition, but I'm not on page one -- why not? That's a good question, and one that I felt deserved some attention in a blog post.

In a recent blog post I show exactly how I do keyword research, and I spoke about how Google transfers "authority" from the home page to the inner pages of sites. That's why you'll often find a page ranking for a really competitive set of keywords even though it has very few links to the page itself: if the site itself is very well linked, then the inner page benefits from the "link juice" of the whole site.

However, in the video I state that it's the links to the home page of the site that give the inner pages authority. I have to adjust my stand on that. After doing a lot of deep research using WebComp Analyst, I've realized that it's the entire site's links that create authority, not just the home page links.

Let's take a favorite example keyword set of mine: "old time radio". I'm a big fan of OTR, and so I like to use that a lot. Here's a snapshot of the link results from the latest version of WCA:

Click on the image to view a larger version in a new window.

That image is an analysis of the top 10 ranking sites in Google for "old time radio" (no quotes) at the time of my writing this post. First look at result #10, it has 1,141 links to it. Now look at #6 and #7: they have only 349 and 322 links to them, respectively (ignore the SiteLinks value for now--I'll get to that).

From just the home page links it would look like should be at least in the #6 position. At first glance you might think it's because the links to aren't well targeted for the phrase "old time radio" -- but they are (WebComp Analyst revealed that when I did a deep link analysis).

If you don't understand how Google passes authority, then you might be scratching your head wondering why isn't ranked better for the keywords. Now look at the SiteLinks value. The SiteLinks number is how many links are aimed at the entire site -- not just the home page. It's the collective number of links to every page. Google uses that value to pass authority to the pages of the site (including, as in this case, the home page).

Once you know that, it makes perfect sense why #6 and #7 are ranking where they are -- they have a lot more links aimed at their entire site than does.

One point to note here is that Google will apply links to other pages of your site much more heavily if they are related to the keywords being searched for. That's why the site ranking #3 is doing so well: the links aimed at the ranking page and at the entire site are very much related to the query -- even more so than #6 and #7. So just having 10,000 links collectively aimed at the pages of your life insurance site doesn't mean you can rank an inner page for gourmet bagels with ease.

One exception to that last statement is if you have an incredibly huge number of links aimed at your site (like Wikipedia, which has some 81 million links collectively--see #9 in the image). Once you achieve that level of linking, you can rank very well for most anything (e.g., Wikipedia,, and other big authority sites). Each untargeted link is only counted a little bit by Google, but when you have 81 million links, "a little bit" is all you need.

Having an understanding of Google authority makes it much easier for you to analyze competition for any keywords you're targeting in Google. Failing to understand Google authority will cause your analysis to be very misleading in many cases, because it will often look like it should be easier to rank for the keywords than it really is.

That's where a tool like WebComp Analyst really shows its strength: it saves you countless hours of time doing the in-depth analysis you need to have at your disposal when targeting your keywords.

(P.S. I haven't updated the video on the WCA home page to show that it now uses the SiteLinks rather than the HomeLinks value -- that new video should be up first thing next week.)

Please post your thoughts and questions in a comment below.

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Comments (92) Trackbacks (0)
  1. Thats good information, thanks Johnathan, they way you explained it made sense.

  2. Thanks for the good explaining and info, Johnathan! You really are a guru!!!

  3. Jonathan, you have answered my question about how, although unfocused, has come up top for a number of key words.

    Thank you!

  4. Thanks for the Article Jon. I think your “connectedness” point underlines the main reason WordPress blogs seem to outrank many other pages for a heck of a lot less work… They build this connectivity between pages in … naturally and abundantly.

  5. Very good information. I really like the help you provide. i look forward to reading more from you in the future

  6. I think I understand that a little better.


  7. Great explanation of a complex subject. Some can make the complex simple most just make the simple complex.


  8. Good read. Helping your inner pages rank is the biggest help your main page can give..that and obviously conversions for users.

  9. So, I have heard a term siloing recently that refers to using internal links to a page will help with rankings. Is this true or just a falicy?

  10. I have a site where the index page has a number of different toolbar page ranks. Now I have a greater understanding why.

    Thanks Jonathon.

  11. Thanks for all of the great information, Jonathan. I alwasy find your blog to be the most helpful

  12. Very interesting. I’ve been link-building this entire timne for just my home page. I am going to start getting some more in-bounds to the other pages in my site as well.
    Thanks again for the great information!

  13. ooops Daniel here again. I didn’t realize those fake, example domains would be live above. Could you moderate them (i.e. rel=”nofollow”)?

    Apologetically Yours.


  14. Jonathan:
    Thanks for the great post on Google Authority. This makes more sense; however, it lends one question: for example, if I am doing some link building strategies (such as reciprocal link exchanging like link metro or some other), would it be better to submit my domain as such: versus just as my home page as I am currently only doing (i.e.

    Please advise.


    Daniel Tetreault

  15. Hello Jonathan,

    I’ve got to tell you I bought WebComp Analyst the first day it was available, and this has got to be one of your best products yet! What a difference it makes in even considering a niche. Thanks for the tool and great insight to Google ranking. God bless you and your family this CHRISTmas season!

    Kind regards,

  16. Jon, in the example above, you have used WCA to search for old time radio without the quotes. But I thought the software is setup to search for quoted results? As this will show your real competitors.

    Also, wouldn’t it be better if you searched for [exact] keywords?


  17. Why does WCA, deep link analysis option only scan 1000 links instead of the total number of links the site has?
    Surely this won’t give a correct count of a websites anchor text strength for a keyword? Especially if they have well over 1k of links.

  18. That’s true. If an entire site has relevant links coming to all the pages, the overall authority of the site will be stronger. And who’s sending the link, as well as the anchor text, is more important than the link itself.

  19. Great information as always. It is always good to get someone else’s perspecive on things.

  20. I didn’t know about this until read your article. Now i will what to do when building links. ;)

  21. Hi Jon

    In one of your answers you mention 1waylinks as one source for links to inner pages. You should mention, too.
    Although it did not seem to work as well as 1waylinks it is very promising, and I think as soon as the major bug that was recently found is fixed, it could get fantastic results (hint: there is still a support ticket open regarding this bug… ;-) )
    It is no secret, that you have to offer more than one great product ;-)


  22. Well we know it exists and it’s based on incoming links so it does matter and it is everything. We’re talking about the same thing m8.

  23. great clarification, I love 1waylink.

  24. Riley:

    “Page rank has everything to do with it. Not toolbar page rank but the actual stuff google calculates is flowing around the site from page to page. Everybody knows toolbar page rank is a joke.”

    Here’s the problem with your logic: you don’t know what the “actual stuff google calculates” is, do you? You can’t put a number on that, can you? Of course not. There’s no tool that will give you Google’s “real” PageRank value.

    Then how can you say that “PageRank has everything to do with it”? You can’t, because you don’t know that — you’re guessing.

    I can (and have in this post) demonstrate how what matters is the links coming into the page and the links coming into the sites.

    As I said, PageRank doesn’t matter. The links matter.

  25. Page rank has everything to do with it. Not toolbar page rank but the actual stuff google calculates is flowing around the site from page to page. Everybody knows toolbar page rank is a joke.

  26. Jon, as always.. good work. I’m totally baffled by all this ranking business. I’ve read what seems like tons of information on the topic. I don’t think there are any two writers that agree. I wonder if the search engines even understand what’s important about the sites they index. Google, for example, has lots of web pages ranked either number one or close to it that were published years ago! Much of it being useless information today. So I’m not impressed with search engines in general.

    One of my web sites,, ranks number one for ‘timeless prints’ out of 5 million + pages (depending on the rotation of the moon that day) and yet I don’t have a lot of links going to it or from it. It’s just there. I use the site mostly to hold the operating “guts” as it were for various programs I have running elsewhere. It’s bascially a door stop. And yet, it ranks high. Go figure.

    My other web site,, will bounce around in the ranks for terms such as, ‘discover what sells on ebay’, and ‘uncover what sells on ebay’… depending on how I might screw with the mega tags. I’ve seen it both jump to number one (seemingly from the bottom of the heap) and fall like a rock, with a simple tweak. This site actually has some of the most useful information concerning understanding eBay Pulse then anything you’ll find elsewhere but Google can not make up it’s mind where it belongs in the ranks!

    My first web site,, has a dead-on-ringer built into the url.. timeless prints.

    My other site,, has a crazy name for a site devoted to scanning eBay Pulse. (It’s the older of the two sites).

    My conclusion? Get a URL the search engines can understand for the topic you’re covering.


  27. I had more or less come to this conclusion myself lately after having gone through loads and loads of top 10 rankings.

    The pattens are there, you just need to look for them.

    Yes each links value isn’t equal, but if you just focus on getting a variety of lots of kw rich links from different sources you will see success provided you go after something that is in your reach when it comes to the number of links.

    Ranking a site in the SE at the end of the day, in it’s most basic from, is all about who has the most kw relevant links, those who try to say other wise are simply not looking at the pattens around them.


  28. Great post Jonathan, and as usual it is “spot on”!

    When all is said and done, back links are the difference between top or not. If your website is as good as your competition, and yet for some reason you are not on top, then you can bet it is because they have more quality back links.

    The power of one way links is as important as anything else you do.

    Ans as you say Jonathan, creating keyword rich on-site Linking can also be as important.

    Thanks again!

  29. I think this strategy holds good for websites. Do you think the same formula can be used for blogs to get a top ten position of individual posts? Looking forward to hearing from you.

  30. Thank you for the information.


  31. I don’t see any with PRO, 1 or 2 however Jon.

  32. “Some people mistakenly think all they have to do is put up a site and get liks and they will get tons of traffic or a high ranking in the serps.”

    That is my strategy exactly, and it’s never failed.

  33. Hi Jon,
    Appreciate your postings and analytic approach. As for my main website, i can’t figure out whats going on at Google.

    At first I got PR 1 at Home, PR 0 on subpages. Then Home was reduced to PR 0, one subpage raised to PR 1, next thing, the subpage reduced to n/a.

    All this happens while i am optimizing internally and externally (including internal linking). Rankings on Google and other search engines are fair for all pages – but what is this PR-thing anyways?

  34. It stands to reason that if every page of a site carries link juice, the more pages you have with external incoming links, the better. Combine that with good keyword loaded internal linking and you are on to a winner. It’s just hard to get enough incoming links from diverse sources – which is where your services look like they could help a great deal Jonathan!

  35. I’m not in complete agreement with your reasoning. Why not? Because I have sites with few incoming links that beat out sites with thousands of links.

    Links are not the be all and end all, they are just a part of the picture. Site link structure, page optimization and even how long people stay on your page before returning to the serps all play a part.

    Just because a site has 10,000 links coming in doesn’t make it an authority, just because a site has few links coming in doesn’t disqualify it from being an authority.

    Some people mistakenly think all they have to do is put up a site and get liks and they will get tons of traffic or a high ranking in the serps. Lol, this is not true either. It can be but in general it’s not, unless you have millions of links like “miserable failure”.

    Links are important but if you have a crappy site full of crappy pages that are poorly optimized all the links in the world aren’t going to help you.

  36. Great! I like your ideas.

    It’s like getting in the google algorithm (by results of course).
    Sometimes i really imagine it, so big, so complex ..

  37. I have a large site as will as some bloggs one day google will show one page sometimes it takes a different page . It actually showed me what I wrote about the Bengals last year just before football season began . Some pages I would like it to show more but I find I can find my site at more places on the web by for instance doing wortman in ohio dolls sharon wortman . Or the name of a person I put up on my site because of the good things they had done theri name sharon wortman dolls international and it comes up or use the whole name of my first book international book of love a dolls like us book by sharon wortman.

  38. Riley:

    PageRank has nothing to do with it, as you can see from the list of pages ranking for “old time radio” — if it was the PageRank that mattered, it would be the highest PR sites in descending order, but that’s not how it’s laid out at all.

  39. I have WebComp Analyst and it is now one of my favorite research tools.

    After reading this post I went back and looked at some of my data gathered in WCA. I now see that some of the keywords I’m targeting will be a bit more challenging than I first thought. At least now I see the “real” picture and realize it will just take me a little longer and a little more work to rank for those keywords. But i’ts still doable.

    Thanks for the insight.

  40. Quote: “I’ve realized that it’s the entire site’s links that create authority, not just the home page links”

    This is because of the page rank flow throughout the entire site. You have to look at everything at the page level. SEO basics Jon.

  41. Yep, that is basically it. If your site beats the competition on PR, size (and quality/relevance) of site and incoming links – you should be outranking them in Google.

    Depending on the complex combination of these three aspects you can also win by being best on just one of them. But like Jonathan says in the post, getting more (external) inbound links may not always be enough on its own.

    The “otr” in my signature is not an acronym for old time radio by the way, just in case you where wondering.

    Best regards,

  42. Hello world of marketing info seekers … I’ve just read on some other blog by keeping up with the content that gets posted in Jon’s blog which in their opinion is a lot easier to implement that most other seo experts are putting out, you will quickly “tune in” to the mindset of marketing online at large. This is for me the most important for gaining a competitive edge. Couple this with the fact that most marketers who read these valuable insights don’t act on this information so add this together with what we do have here coupled with action we have a winning solution right here right now… HuH!

    Merry Xmas Crackers Everyone
    Wilson Cowden

  43. all this link stuff is nonsense, it works like this, you have a website and know it is necessary to make some links because the search engines demand links. so what 90% of the people do is they search for a certain keyword look at the search results and link to one of the first 3 entries. most don’t even look to the page. they know if they link to one of the first nothing can go wrong. they do this again and again and google thinks this pages are good because they have so many links. google is a sleeping giant who has a wrong direction, the reason why they are the top is because the others are even worst. the only things what counts is content, links are useless. here we have the same dilemma, google e.g. penalizes photos, but photos as everyone know tell more than 100 pages writing. it happen to me many times that when I put a new photo into the page, google throw out the page from the search rank. this is pure nonsense

  44. Jon,
    Great stuff. Got me thinking about links from articles. They allow two links (url’s) in the resource box. I use one to the article topic page and one to the homepage.

    Are these counted as one or two links to the site since they are from the same source?

    I see in my stats, link credit from dozens of Article Directories but most are to the homepage, not the article topic page.



  45. Hi Jonathan,

    Excellent post as normal… However to throw a cat amongst the pigeons… I have an xmas site… done more content work recently than getting backlinks and its getting 200 hits a day. I think because the content keeps them on the site for minutes+ (I could check by analysis but too busy in other directions) that the site is being ranked high.
    I also have the site on three platforms… Home page+ as a blog; a handful of html pages and 800+ php pages. The reputation it will get this year, plus the handful of links I will get it for next year should mean it will earn more money for me next year.
    I think… which is contrary to your ‘deep’ investigation that if people stay on your site for minutes+ you are deemed to have value and therefore ranked higher than sites with tons of backlings and the visitor stays on for less than a mnute a visit.
    I think therefore your suggestion of 95% is incorrect it maybe the 80-20 rule or even less. Food for thought.

  46. Ok, I can see how this works. So, if a person has a Money site landing page with great information and everything they have, in the way of linking, is pointed at this specific page, there should be no problem as this one page site will have the “authority” it needs to rank high. Is this pretty much what I’m hearing?

  47. this really a very cool post.. I’ll try to understand it bit by bit since i lack in English but from what i have understand, backlinks is not very important rather than link value, which mean if i could, i need to aim for link values rite?

    thx for the post

  48. Well done Jon. This article proves the point that deep linking is an essential part of the link building process. In fact, it could almost be argued that deep linking and home page linking should really go hand-in-hand during the link building process.

  49. Thanks for clearing up some of the linking issues, Jon. This can be a complicated part of our business online and it is not always easy to understand the ins and outs. An explanation like this helps.

  50. Jon,

    Another great post that goes some way to explain some weird-looking ranking results we’ve seen.

    One question though – to what extent does domain / site age play a part, because for some keywords on one of our sites, we have way more links than people above us, both at the page and site level, and more relevancy in the title and site description?

  51. Jon,

    Thanks for using proof to make your points. (as you always do). It helps us get the whole picture of what is involved in ranking and so we can make an informed decision on whether a market is worth entering or not.


  52. Another insightful post Jon. We certainly need to take into account the sitelinks instead of just the links to the page itself.

    If not, we may not be ranking well for the keywords we want.

    Welly Mulia

  53. Rip:

    Most of its links focus on OTR instead of the phrase “old time radio” — in fact, search Google for OTR and it’s #5.

  54. Then how would you explain #8 –

    2,659 links to the ranking page; 13,371 total site links!

    It looks like it should be #2 or #3, but it’s barely on the first page.

  55. Thank you Jonathan, I learn many thinks from your article, now it make sense why big advertizers if you want to join them they will check how many Page Views you received per month instead of how many visitors per month you are hitting, although those two factors are important yet the linking and indexing the whole page of our blog is what matters to Google not just the home page, where the indication can be only identified as lookers or just passers, not serious readers or getting close enough to become sales conversions

  56. This a great post. You have clarified several issues about how the number of links to the entire site influences the Google page rank. Just one question though, how does the age of the site and the type of links come into the equation?


  57. I’ve been one of your silent followers, on the net that is so don’t be freaked out ;) Anyway, you are spot on. Google tracks whats called a “link profile” or “link growth pattern”. That’s why sudden spikes in links look abnormal unless you already have a ton of links. In this case they cut off or give less value to part of the spike in links because it does not jive with the ongoing history or pattern. Really its just delaying the weight they would normally be worth.

    Anyway, to stay on topic, if your link profile includes links to deeper pages on your site then it not only looks more natural but looks like “the user” would have interest in your entire site and not just a single optimized page. As far as ranking for a phrases despite what page the links with the desired anchor text are pointing to, I have seen time and again where this method absolutely works. Meaning your whole site is on theme, which is a ranking factor indeed if you are not already an authority site in general.

    I guess I like your blog because we always agree :)

  58. Many thanks Johnathon. This is one of the best explanations of linking I have read .
    How does this apply to something simple like my squidoo site which is one page? I am on page one at G for a couple of my longtail keywords but cant seem to get it there for the main keyword or on any of the subsequent pages.
    Thanks for great explanations.

  59. Linking is the true key internally and externally. I constantly see wrong strategy linking externally. The main thing is your anchor text that you are trying to rank highly for. For example, one of your posters on this page “cynthia jackson” is going to rank highly for cynthia jackson if someone typed cynthia jackson into google. Now if you clicked on her link on this blog and followed it, you get sent to her website and it is some type of christmas theme. Now if she, instead of using her name used “christmas jingle songs” as her name, once google bots scrape this site, she eventually will rank higher for “christmas jingle songs”. Basically, whatever keyword phrase you are trying to rank highly for is the phrase you should try to build your external linking strategy around. If you look at my name, “ipod touch downloads” and follow this link, I am competing with huge websites like apple and so forth for this phrase and I only have a 5 page website while they have millions. So why do I do so well? My anchor text keyword that I pick and try to dominate with. Simple as that besides some minor on page optimization techniques.

  60. Wow Jon, you are full of great tips! I put into practice what you said on this site and sure enough you were right :)



  61. Thanks Mr.J. Good stuff.

  62. Make Money In A Recession:

    It will analyze up to the top 100 results for any given set of keywords.

  63. Apologies I meant to say I have not got access not have got access as stated in my previous comment.

  64. Hi,
    Just to say thanks for the useful info (as always). Whilst I have access to the tool you have been using. I have the SEO quake add on for firefox. I have been trying to get my site ranked better and when I look at the top sites for my keywords I have noticed that sometimes there are pages highly ranked some with fewer backlinks than sites below them and sometimes with a lot less content. This helps make some sense of what is happening.

  65. Interesting to look at the whole site instead of just the page or home page. I’m interested in trying your tool but mostly for the back link text in csv as I have many of the other features in other tools. Can you tell me how many link texts sets it gives (ie first hundred results or more).


  66. I’ve run into that before with many of my internal pages; it left me scatching my head. This article really puts that concept of “inner pages” in a easy to read format. Thanks again johnathan!!

  67. I did not know that. Your post today really rocks. It answer my question that was stuck in my mind why my website did not rank well even though my no of back link is better that the top ten. Thanks Jon

  68. I would like to learn how to get a higher rank on google?

  69. Jonathan,
    This is an interesting article with several different views represented in the comment section.

    It would seem links into your site would play as important a role in determining blog authority. Thus keeping your site themed with a deep linking strategy using themed deep links would produce authority results.

    At least thats what I’ve picked up through the conversation threads.

    Thanks for the insight!

  70. To avoid confusion between the column headings named Rank and Page Rank why not name the first column “Results” ?

  71. Google doesn’t rank “sites” at all. It ranks pages.

  72. Very interesting, Jon.
    If your website has lots of pages and you have a bunch of internal links to other pages on your own site, do those also count to enhance your Google authority?

  73. Jim Parsons:

    Awesome. Now just rinse and repeat!

    Dave@ Cheltenham Taxi:

    Yeah, understanding how Google passes authority makes a lot of what you see in their search results make perfect sense.

    Matt Cutts (a Google engineer) once stated that there are some 500 different things that Google looks at to determine rank for a given set of keywords. That may be true, but the one that’s 95% responsible for the results is the links, 3% is the page title, 1% the page content and the other 497 is the other 1%. :D

  74. Hi Jonathan:

    I am relatively new at setting up a site. However, I did build mine and uploaded it just a couple of month ago. I followed the same instructions you just outlined, and created a very sophisticated (for me) internal linkage structure and then pursued external links through postings to blogs and message boards. Every external link was freely supplied – clos to 200 for this month so far.

    The site was developed with the “whole” in mind.

    It has done extremely well – occupies position number 4 on page one of the IE search page for the main keyword.

    The site now has 112 pages of content – all mine, except for news feeds in one department.

    Your advice is the best that can be found anywhere on the net, or elsewhere. It works. Thank you.

  75. Thanks for sharing that with us Jon.

    It makes the science of G just that bit easier to get your head round. I have noticed wikipedia seems to get results on page 1 for all sorts of strange keywords, now I understand why this happens.

    Ps. WCA is one fantastic research tool, thanks for making it available…

  76. Thanks for the information. Now I have more work to do. Will be checking out

  77. Could not a simpler explanation be that not all links are equal?

    That does play a part, but averaged over many thousand links it’s highly unlikely that all (or even most) of the links to any one site have more authority than the others.

    Looking at the snapshot of results from WCA for keywords makes it clear where the boost is coming from: the site links.

    Does this mean you may consider the future possibility of directing links from to internal pages?

    No, because site links aren’t as valuable as the links being aimed directly at the page you’re wanting to rank. They give a boost, but it’s not a 1:1 ratio.

    If you’re wanting to get more internal links, see

    How do you go about getting links to your internal pages?

    There’s a variety of ways. Article writing and distribution is a good one. Using services like is another way.

  78. Thanks for this insight, Jonathan. I always learn so much from your posts. I think I’ll be taking a look at WCA too. :)

  79. That’s an interesting set of results.

    It suggests that there are tremendously powerful ways to use the 1waylinks technology to create great results. If all the site pages have a part to play – and it’s obvious that they should, really – then considered use of the facilities in 1WL will offer more ‘juice’ than just a straight link.

    As usual, interesting analysis and clear thinking offer a path to potential SEO benefits.


  80. Ben, you are correct, but perhaps for newbies and even some old timers, the fully detailed explanation of the theory really needed to be rehashed so that the nitty-gritty of “here is why” has a full foundation behind it.

    Simply saying out loud that all links are not equal would inevitably bring up the syncopated chorus – “Well, how do you know ?”

    And i bet, some of us are going to need to read this thrice to fully understand the ramifications.

  81. It would just seem that from some perspectives, this is why a site left alone will almost always lose page rank, but what chance do some of us have when between google news, youtube, wikipedia, technorati and digg, these 4 goliaths end up using up 6 or 7 of the 10 spaces.

    Almost as if one has to search real hard for niche words but… the big guys also tend to rank extremely well for words that no one has yet realized is a niche — go figure…

  82. How do you go about getting links to your internal pages? My internal pages are really aren’t the place for most people to start explring my site or am I missing something? I do enjoy reading your material.

  83. Very interesting. However, could not a simpler explanation be that not all links are equal. Not only in terms of link juice that they pass, but also in terms of keyword relevancy.


  84. That was a real eye opener for me; very interesting article.


    Tony Lindskog

  85. Does this mean you may consider the future possibility of directing links from to internal pages?

  86. I’m glad you’ve come to this conclusion Jon. It is correct in my humble opinion. Too many folks look for the easy answer so they focus on one page or another, but I think the overall picture (website) connectiveness, etc….still best answers the question. It is the village and not a particular block that in the end tends to outperform. Great post!


  87. Thanks Jon, this post ahs been an a-ha moment for me: didn’t know up to know how G passes the authority. In fact I too was wondering why some pages having relative low number of backlinks were ranking better than other sites with a lot more backlinks.

  88. Jon,

    That makes perfect sense and explains a lot of things that I noticed before but had no explanation for.

    It’s too bad there is so much nonsense out there and so many people are confused. You’ve helped me to gain a better understanding.

    Lots of work to do and lots of tweaks to make to all sites now.


  89. Jon,
    that is a great explanation for an issue that most of us often wondered. And gives some insight.
    I am now calculating in my mind who much it would cost me to get 81 million links through ;)
    I’ll make sure to grab a copy of WCA soon. I already saw the video. Great tool. It safes so much time.
    Another work of pure genius. Being on your list is a huge advantage. Thank you.

  90. Nice Info
    Two points seem very important to me: analyse your competion before you start building links, and look at the whole picture, and second, get as many links as you can, and distribute them to inner pages, too, as this gets you more authority and a lot more keywords you can possibly rank for.
    Thanks for the post


  91. Hello Jonathan

    Thanks for taking the time to explain this. I read the post mentioned with interest and now understand to consider building both homepage and internal links!



  92. This is a very helpful post, Jon. It really sheds some light on a topic that has otherwise been left to “educating guessing”. Thanks for clearing it up for, and for us all.

    Kind regards,


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