The overall authority a website has based on a range of factors such as popularity, traffic, backlinks, social media shares and so forth. The more popular a website is, the more authority it has.

An authoritative site in its niche that is well established with a great user experience and fantastic content.

Automation – Using computer programs to perform tasks that are repetitive, that would normally be completed by a human. Email programs can use automation to send email messages to people based on certain triggers (new customers, did or did not open the last email, etc). Marketers also use automation to nurture leads by sending relevant content to previous visitors of a website, in an attempt to get the visitor back to convert into a sale.