When it comes to determining the relative quality of a web page, the standard metric being used is PageRank.

PageRank was created by Larry Page, the co-founder of Google. It is a link analysis algorithm that designates “numerical weighting to each element of a hyperlinked set of documents, such as the World Wide Web, with the purpose of ‘measuring’ its relative importance within the set.”[Wikipedia]

But because the criteria or basis of the search for rating the value of a website changes, many SEO practitioners say that the value of the page rank is limited. But when used together with other metrics such as domain authority, page authority, etc. it can still be very significant.

However, a new metric will take center stage in terms of search engine ranking and web page quality next year – AuthorRank (also called AgentRank, based on Google’s patent).

So what exactly is AuthorRank? AuthorRank is a new system that Google uses to reduce the spam content that is scattered all over the World Wide Web. The idea is to provide users with better search results. This means quality and reliable content. AuthorRank acts as a sieve to filter out worthless content in the search results, thus helping users find useful and reliable information quickly.

How AuthorRank Works
How exactly is AuthorRank able to achieve this? The system determines the quality of certain content according to the credibility or reputation of its author. In this system, the rating of a certain content increases according to the perceived value or credibility of the author.

The goal of AuthorRank is also to enhance user experience by offering not only the most pertinent content but by also highlighting the most reliable and respected with regard to authorship.

How AuthorRank is Established
For a web author to be credited by Google with the content that they have written, they have to tie it to a page that they have created to their Google+ profiles. This is achieved through the use of rich snippets. Authors are ranked based on “engagement factors” of the content that they wrote. These are: social media endorsements, influence and relevance of those who gave the endorsements, social network comments, influence and relevance of those who commented, and the quality and relevance of inbound links directed at the content. This means that, the author’s rank for a specific topic will get higher the more he or she writes about the topic and the more engagement he or she gets with the content.

What it means for Marketers
For a marketer or an internet advertising agency, what they can do is search for content writers who already have AuthorRank. They can also boost the AuthorRank of those who are already part of their team. Another thing that an internet advertising agency can do is perform author outreach. This involves finding and reaching out to authors that are already considered “authorities” in a niche that is relevant to their industry. Aiming at popular blogs and websites is also crucial since this increases the chances of online engagement and commenting.

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