So, keywords and content is very much to do with indexation, and ranking links is to do with ranking.
Let's just take a look at that, and then we'll come back to the EAT part.
This is a very crude look or stylised branded and stylised, version of the Internet.
If you can imagine that each of those seeds in boxes is a website.
And those arrows are links pointing into and out of those different websites.
Obviously, some of those websites are attracting more links than others, And the size of the seed in the box there is a representation of the subsequent power or ranking power that page has.
So before we get any further, I just want to go back in time a little bit here.
If we go back to 1998, when Google was first established and launched by Sergey Brin and Larry Page, Founders of Google, the reason why they were able to get head and shoulders above every other search engine at that point, was because of this: Page Rank.
As in 'Larry Page' page rank.
This is a system that they identified and developed for using links as votes of confidence. Votes have confidence in other websites and other web pages. So if a webpage gets a lot of links, then obviously that's popular. That means a lot.
It should be authoritative, and therefore we can rank that one more.
Obviously, that overtime lends itself to a huge amount of sort of spammy and manipulative behaviour, and hence all the other bits and pieces of Google's algorithm mitigate that.
But it is still a key component of Google's ranking algorithm.
It was developed off the back of looking at looking at academic journals.
So when looking at academic journals, what could be de identified was some in the citations, whenever you're writing a journey that you have a whole set of citations at the end that the work is based on and has informed your work and so on and so forth.
What was found was that some of these journals out there were cited a lot more often than others, and, hence, could be divine from that, that these were more important when it was considered that particular topic area was considered set up, right.
So, citations are a great way of dividing importance links. This is where it was born in. The journals are just documents, webpages are just documents. The internet is a free and open version of the same thing.
If we link those up and then can crawl those links, we can. We can actually define those as signals to say that certain web pages and websites are more important than others.
That's what links to their votes of confidence in other websites.
Worth noting that not all links are equal. If you get a link from the BBC. That's obviously a hugely powerful website.
It has any number, whatever, any number of links coming and trust signals for itself is that links out. That is then passing a huge amount of clout to the website that it then links to.
It's going to convey more value to us than perhaps one of these one of the smaller doesn't mean saying we don't go after those smaller links, but not all links are equal. So that's that system, that's page rank.
It is one component of lots of ranking components that Google looks at, but it's still an important one.
So that's the linking side of things.