Authority and Expertise

Most search engines try to establish what the authority and expertise of each website is. For instance, NASA is an extremely authoritative source on anything to do with space or rocket science but is probably not the best source advice about renovating a bathroom. If new pages on your site adhere to the domain’s core expertise, they will inherit some of the authority of the site, even if there is no direct link equity (discussed in the next section).

Likewise, if a website has a wide range of topics and is not particularly authoritative in any of them, it will normally be outranked on search result pages by a more authoritative or expert website for that specific query.