It can seem like a mystery how Google prioritizes web search results - the SEO (Search Engine Optimization) industry is a huge one.

There are best practices that can help you rise to the top if you do it well, or hurt you if you're not doing them successfully. But let's be clear ... you can't really "game" search engines like you could in the 2000s.

Google and other search engines do a great job of evaluating the usefulness of websites. If a site gets a lot of visits, has backlinks, has been on the web for a while and has some stickiness, it does well and Google rewards them.

OK, there is one way to rise up the charts: spend money! Paid search is its own industry, it really works and it's really just part of the cost of doing business. And it's not expensive as you think if you have a small site for your side-hustle or small business. That's a whole other subject you can Google.

But what are some metrics for high SEO placement? "Trust" and "Authority".

Let's dive into both. For starters "authority" is a site's expertise and "trust" is their integrity, which are two different things.


What Is "Trust"?

Basically, "trust" on websites refers to the level of confidence users have that the site is honest, safe, and reliable.

Trust is a broad concept, but it usually includes several key elements:

Security

Users trust that their data (personal info, passwords, payment details) is protected.

Common trust signals: HTTPS padlock icon, secure payment badges, privacy policies.

Credibility

The site provides truthful, accurate information and represents itself honestly.

Real contact information, clear policies, and transparent company details build trust.

Reputation & Social Proof

Trust is enhanced when others vouch for the site-through reviews, testimonials, ratings, or well-known clients.

Third-party validations like certifications or media mentions add credibility.

User Experience & Reliability

A trustworthy website behaves professionally: it loads well, is free of errors, and doesn't feel spammy or manipulative.

What Is "Authority"?

The "authority" of a website refers to how credible, influential, and trustworthy it is considered within its field or on the internet as a whole. It's often used in the context of search engines, marketing, and content credibility.

What "Website Authority" Means

In short, a website's authority reflects how strongly people and search engines trust it as a source of knowledge or influence in a specific area.

Expertise & Credibility

A site with authority is viewed as a reliable source of accurate, well-researched, and valuable information. It is often referenced or cited by other reputable sites.

Reputation in its Niche

Authority is topic-specific. A site might be highly authoritative in finance, health, engineering, or technology, but not in unrelated areas.

Influence & Recognition

Authoritative sites shape opinions, set standards, or lead discussions in their industry.

How Search Engines View Authority

Search engines assess authority using signals such as:

Quality and quantity of backlinks from other credible websites

Content quality, depth, and originality

User engagement & trust signals

Brand recognition and domain age

(You may hear terms like Domain Authority (DA) or Page Authority (PA) - unofficial scores created by SEO tools like Moz, not by Google.)


What You Can Do

To gauge the level of trust your website has on the web is pretty easy. There are checkers like this one - Trust Pilot: Trust Score and Star Rating where you can type your domain and see your score. Anything under 100 is cause for some concern. (If that happens to you and you don't know what to do next, contact us for a hint where to start.)

Authority is more elusive but there's more room for your improvement. If your site has a low score, it's likely a matter of how many people refer to your site on the Web, aka "backlinks".

Check out your authority here at Website Authority Checker - it's a little simplistic just counting backlinks but it's a good place to start. If you need to improve then let's get backlinks and more advertising on your immediate to-do list.