“Enhance authority” sounds like an esoteric SEO term of art but all it means is increasing the influence of your website. To a large extent, the meaning of “influence” conforms to our everyday understanding of the word. Do people refer to your website for in-depth, expert information about a given topic? Do people trust your website as an authority on the topics you write about?
Google does not read websites like human beings and cannot independently assess the quality of their research, writing or scholarship. Instead, Google has devised a reliable proxy for measuring the influence of a given web page and that is the citation by other sites of that page and how influential those sites are themselves.
Thus, persuading well-ranked sites to link to you is one of the most important components of SEO.
Building authority on Google requires two types of marketing knowhow. The first is understanding how Google weights backlinks to your site and identifying those sites whose backlinks can substantially boost your rank. (The term “backlink” means inbound links to a website.) Step two of this digital marketing challenge is persuading third-party sites to link to you by offering them relevant, high quality content which their readership will find valuable. Some content opportunities are obvious. For example, a marketing director for a new hotel will send press releases to all the top travel publications, hoping that they will write about the hotel’s launch. If, say, The New York Times covers the hotel launch and links to the hotel’s website, that link alone can send the hotel’s website zooming up search results. But there’s a lot more than PR which goes into building a strong catalogue of backlinks.