According to John Mueller, Google doesn’t specifically measure the authority of a website. This information came from a recent Google Webmaster Central hangout. During the hangout, Meuller was asked how a site can increase its authority.

The webmaster who asked the question said that their site lost a good amount of organic traffic following the June core algorithm update.

It could make sense that the natural conclusion was that the webmaster’s site authority dropped by 50 percent because of the core update.

But, it would be impossible to determine, according to Mueller. He said Google doesn’t have any kind of ‘authority’ metric.

“In general, Google doesn’t evaluate a site’s authority. So it’s not something where we would give you a score on authority and say this is the general score for authority on your website. That’s not something we would be applying here.”

Although Google’s quality rater guidelines has a section that evaluates authority, Mueller mentioned earlier in the hangout that quality raters don’t evaluate sites on an individual basis.

This means that quality raters aren’t looking at sites and assigning scores based on how authoritative the site seems to be.

The people who should evaluate the site or actual users says Mueller. His recommendation is seeking feedback from current or pot entail users with regards to their perception of a site’s authority.

It’s all about finding out if real users are able to trust the content of the website. From that, the site owner can gather feedback on how to appear more authoritative.

Here’s Mueller’s full quote:

“If you’re thinking about authority, if you’re thinking about the search quality raters, then that sounds like you’re kind of on the right track there. One of the other questions was also on expertise, authority, trustworthiness – that kind of goes in the same direction.

It’s something, from my point of view, where I would try to get more input from users and potential users. Really try to get the more hard feedback that’s sometimes hard to take where people can really tell you where they think – like comparing different sites in the same niche – where they see issues that you could be doing. Or where they look at your page and think I can’t really trust the content that’s on here.

It’s probably the case that you’ve already been doing a lot of these things really well, but maybe there are things you could be doing even better in that regard.”

SourceMatt Southern