Ranks and backlinks are important but there’s more to an optimisation strategy than those two things.
It’s now turning into a usability nightmare of Spaghetti Junction proportions and the sooner they sort this out the better.
Author authority has changed the way search engine optimisation works. Following a series of algorithm changes on Google and Bing, as well as the rise of social media, search engines are now looking to promote good content at the expense of automated, robotically promoted dross.
I have conversations all the time with clients and friends who say they “don’t get all this SEO stuff” and they don’t understand how Google works.