When you are just beginning to explore the digital market, you will find that some websites are more dominant than the rest. This is because they are trusted by experts and search engines, and are highly regarded by the users around the world. At the same time, you may think who decides on the authority, and the truth is search engine giants like Google, and other search engines contribute to such decision making.
A link from a higher website is always valuable, and this is because Google will get a link from another website to your website as a vote of confidence. This will also help you to get better ranks and improve the quality of your links. One link from a high authority site has more value than accumulation of low authority websites.
So what really makes a link work? The key attribute as stated by experts is to attract audience, and not links, as the more views you have, the more authenticity, you can earn.
You may find it difficult to assess which elements will be prioritized by Google when it comes to search engine results. While they keep on updating their algorithm, unless you keep up, you may see your ranking lowering down with each passing day. The rule of the thumb is to put up quality content, and not something that you would not be happy to read.
More and more focus should be given on the content. It should be detailed, and not just full of words; easy to read, well formatted, and full of images, so that reading it is a pleasure for others. At the same time, do not go on repeating the same matter in different paragraphs, as this can lead to another younger and relevant site overtaking your search results.
There are different tools that you can make use of to judge the score of your site on various scales. For example Moz has an Open Site Explorer which allows you to do the same.
So if you want to gain authority in search engine marketing then you need to build your website and master your content quality to earn the certification from Google. Carney Technologies Services can help you with the same.