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How can you learn the merit of a page?
In the past, Google made a version of PageRank available to users – but that's no longer the case. SEO experts use third-party metrics such as Domain Authority and Page Authority from Moz, or the Citation Flow from Majestic. All these tools do an excellent job of helping us evaluate the page.
Remember that all these tools are based on back-engineered estimates of how authoritative a domain or page is seen by Google and not actual representations of PageRank used by Google. They're not able to crawl the entire internet so instead, they focus on discovering a large sample of links to a given page.
That's where anchor text comes in
Google uses the anchor text to make sure that the content on the page that receives the link is relevant.
For example, if the text is the phrase "Content marketing" and the page includes content on the topic, the anchor text together with the link serves to confirm further that the page is indeed about the topic. That way, links evaluate both the authority of the page but also its relevance.
Expert tip: If you're tempted to launch an aggressive SEO campaign where you obtain links to your page that use your main key phrase as the anchor text, better be careful. Google has its eyes open for any signs of manual links manipulation. And it has powerful analytics capabilities that allow it to tell that if your anchor text was manually manipulated.
That's where the third critical factor – trust – comes in.
Trust
The entire discussion about trust in SEO was initiated because of Yahoo's patent on the concept of TrustRank. The idea behind it was starting out with a seed set of highly trusted websites and then count the number of clicks it would take to go from these websites to yours. The fewer clicks it took, the more trusted your site was.
Google has been saying for a long time that they're not using that type of metric. However, this spring Google was granted a patent related to processes which aim to evaluate the trustworthiness of links. Just because they were granted this patent doesn't mean that it's being used now.
But it's smart to assess the trustworthiness of a website before trying to obtain a link from it. The idea of trusted links is beneficial in SEO campaigns.
