Rank Factor vs Rank Signals – Critical Thinking
Adding a ToC or Schema to a page is not a rank factor – it doesn’t make a page rank.
It may increase what a page ranks for (signal) but its not going to pluck a page from the second results page to 1st place.
In other words, it applies Authority to Content via Relevance Why?
Because content translates authority into relevance, but it doesn’t create authority.
Authority is earned.
Like a degree.
A degree doesn’t make you an expert.
It doesn’t make you good at a job.
It doesn’t make you even able to do something.
Its an objective measurement of an otherwise rather nuanced application.
Rank factors give you authority and are mostly externally lead.
Why?
Becaue you can’t print your own money.
You can write your own check based on money others give you, but without credit (given by a third party or factor) – you can’t spend more than you have.