Authority is a concept of using the reputation and credentials of a person who writes content online as a ranking factor. Originally, Google tested this in combination with Google+ but despite several patents filed, no evidence supports author authority as a ranking factor. Google is placing emphasis on E-A-T to reduce disinformation online, especially in YMYL niches such as health and finance. In these spaces, building the authority of an author is recommended for a brand to show credibility, even if it currently doesn’t influence ranking.
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