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Imagine you’re having a minor medical problem. Maybe every time you eat, your jaw audibly clicks behind your molars. It’s not painful, but it’s unpleasant.
To find a solution to this annoying problem, you turn to that all-purpose bank of knowledge, the internet.
As you comb through the search engine results, which source do you think is more reliable: the page written by an ear, nose, and throat doctor with ten years of medical experience or the one written by a guy who runs a Minecraft blog?
It’s an obvious choice. That’s not to say the Minecraft blogger’s page doesn’t have the correct information. Still, it’s unlikely he knows more about what’s ailing you than a healthcare professional with a medical degree, five years of residency training, and a decade of field experience.
It’s just a fact: Credibility matters. And this has never been more true than today when misinformation runs rampant on the internet.
And while most authors are genuinely trying to be helpful, there is a lot of information on the web that can be downright harmful. It doesn’t matter whether this wrong info results from maliciousness or ignorance – inaccurate or flat-out wrong content can do much damage.
That’s why author authority, or author rank, is considered in the search engine optimization...
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