indyank - 5:55 am on Nov 21, 2012 (gmt 0)

For simplicity, I visualize Authority as something like this.

Total Site Authority = Link Score + UE Score + Brand Score + ....+...+...

I use the words "Score" and "Authority" interchangeably in the above formula. It might even be that Google is still using only the Link score but computing it differently. Or they might even be assigning different weights to those scores.

As we all know google was using links in determining PR in the early days. They could now be using various other scores in determining what I now call as "Authority". You could call it as "internal PR" or whatever is more convenient for you. I believe there is no universally agreed dictionary on this. But what is more important is links or just good content might not help. One need to market the brand, improve UE and do all things good for Google in the name of users ;)