If search engines can decide to trust links or social accounts, can they learn to trust websites? Absolutely. Many SEOs believe that site trust plays a big role in whether a site will succeed or fail from a search perspective.
Is your site an authority? Is it a widely recognized leader in its field, area, business or in some other way? That’s the goal.
No one knows exactly how search engines calculate authority and, in fact, there are probably multiple “authority” signals. The type of links your site receives (lots of quality or ‘neighborhood’ links?) or social references (from respected accounts?) and engagement metrics (long clicks?) may all play a role in site authority. Of course, negative sentiment and reviews may hurt site authority.
There’s little doubt that search engines try to assess authority. One only needs to look through thequestions Google told publishers to ask themselves in building high-quality sites that should be immune to “Panda” updates. The words trust, authority and expertise are all frequently mentioned.