Website Authority and Trust for Search Engine Rankings

Can your website be trusted?

Trust is a basic need among human relationships. Similarly, for a website to get the users visiting their website to take the final step of buying their products, the website should be trustworthy enough for the users to be able to give their credit card information. For any website, care should be given to understand the users mindset which will make them believe that it is very safe to look through websites and purchase products on your website. Some things that will make the user to stay away from a website and refrain from giving out their card information are : typos on the website, suspicious links on the website, having no digital certificate etc.,

The basic goal to make sure that your website is trustable is to take of these few simple things: Check to make sure that your website has safety seal (digital certificate),“S” is shown in HTTPS in the URL of the website,No malware ,No sight of Suspicious links, Unwanted pop ups should be avoided at all costs, Add contact information for your website to increase users trust, Include privacy policy on your website, Include your website on trustworthy blogs and articles, Links to your website from other popular, trustable websites.

Authority of your website

Being an authoritative figure in itself will bring out the user’s trust, improves ranking of the website within the search engine, propels the popularity of the website, establishes the brand name of your products. Typically the search engines check the authority of the website by analysing it on page by page basis. The links that point to your website, the blogs that mention your products, reviews from trusted online personals will make search engines push up the ranking of your website. Several guidelines are set by the search engines to ensure that the websites are monitored properly before ranking the websites.

Although online reviews do not directly pump up a page’s ranking, they do help with broadening the search engine’s perspective and can be used in the search engines algorithm to put the website in a better position.


Although several factors like ranking of the website, brand name, popularity of the website help in bringing in the users, the content on the page, structural layout, design, products available will make the users stay on the page instead of just bumping off of the page. User experience will play a key role in keeping the user on the page for a longer time and this will lead to users to further purchases of products from your website. For any SEO, while developing and designing the website, you will need to answer these from users perspective : what do you want to let the users know about your website? What is it that will let the users stay on the website? Prioritizing the user’s intent will result in positive results of getting increased engagement from the visitors of the website. This improved viewership will also bump conversion rates and profits of the website. All these factors will directly impact the popularity of the website.

By adding content occasionally based on users interests will keep the users engaged for a longer time. Also internal links of the website need to be checked once in a while to make sure that there are no orphan links and the pages with most page views/popular products are appropriately linked. Search engines employ engagement metrics in their algorithms to check a website and use it as one of the factors in the website’s ranking.

Reputation of your website

Building any organization’s reputation will take time and good relationships with industry leaders. Similarly for a website to gain reputation is a time taking process involving blog posts from trustable resources, customer reviews of your products, linking from external websites to your website that are reliable. Search engines check the reputation of the website to increase the current ranking of your website.