Website Authority – Trust & Search Engines
The word website/Domain authority is a comparative metric towards how much your website is visible on higher ranks in the search engines as compared to your competitor web presence.
Domain authority is directly proportional to the higher ranks it means if the domain authority is better there is a greater chance of visibility in the search engines than others.
The metric used for calculating the Domain Authority is called Moz. Moz uses the Open Site Explore and gives the statistics of Page Authority, Moz Rank and Moz Trust. Where Page Authority and Moz Rank are almost similar to their functionality and tells the page specific variations while Moz Trust is more about how far your web page is linked from trusted seeding sites.
The formula behind the Moz metric is based on search engines ranking potential. Once a web page has achieved the Domain authority it can’t be reversed and it constantly increase if some constant progressive steps are taken. It starts from 0 to 100, if a web page has achieve 30 then it can’t be reversed to 25. It always will increase.
Users Engagement and Search Engines Behavior
Search engines like Google more focuses on the website quality as a whole and user should be compelled to visit it again and again. This engagement is measured by Google in different ways.
It includes how many times a user visits your web page, total time he stayed there, click through to your listings, categories searches or whether he comes and just go for another website to search for his required information. Obviously a user behavior much matters to the search engines and the Engines like Google, Bing and Yahoo has all the information or the analytics about his engagement and they calculate the bounce rate and the click through rate etc. so the quality is more important for the engagement of the user. The more user is engaged the more search engines valued your web page.
The other relative measures “the total time on site” and the “long click” are also examined as how people are reviewing your content.
Besides this, the social actions likes, shares and comments also represents the engagements of the users, because everybody is using social media in this modern era and people feel bothering to share content but if they do, the search engines is happy to give a qualitative measures to that web page.
There are plenty of other metrics of the search engines and it’s a great debate demanding so we will soon cover it again in another topic. Let’s remain to the basics of Search Engine Optimization.
Search Engine Revisiting your Updated Content
Since search engines are constantly visiting your website, they can get a sense of what’s “normal” or how you’ve behaved over time.
Almost all the search engines, now a days are frequently visiting and revisiting your website to make a check how often you have updated your content time to time. As the search engine calculates all the factors about linking out the obsolete content (bad neighborhood) or updating the topic you previously published. Is that fully covered or not? And while updating, is the website content is violating the guidelines of the various search engines For example Google’s Panda or the Penguin guidelines violation may penalize your specific page and you may lose what so called the search engine presence.