Google uses a sophisticated system for identifying whether a site is valuable. It ranks sites according to their authority. In other words, Google will give priority to sites written by experts or providing expert-level information. From the perspective of a user, this makes sense: If you were looking for information on a topic, you would want to know that the information was correct, valuable and not something that you already knew through common sense. To improve the user’s experience while browsing, search engines now place the highest value on authoritative websites.