Three Bases of a Strong SEO – Authority, Relevance and Trust

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Let’s think about it: before the Internet evolved, what was the source of information for you. Let suppose, you want to know about Einstein’s special and general theories about relativity. Before the Internet, you could have asked your neighbor who is an expert in physics. If not, you would talk to a university lecturer or visit a library and ask the librarian to recommend the best physic’s book. In all these cases, you are looking for authority to get the right answer. As soon as it World Wide Web (www) became widespread, the need of search engine became obvious. Search engines are the most authoritative source of any type of information, be it physics theories or product review.

For each query you enter, users expect search engines to divert them to the most authoritative page. So, it is the responsibility of the search engines to assess the authority at a huge scale.

How Search Engines Evaluate Page Authority and Relevance?  

Modern day’s search engines like Google uses complex algorithm to evaluate authority as well as relevance of pages on the base of hundreds of factors. Content (relevancy) and links (external citation authority) are two main factors. First, it checks the content of the page and then moves to links to assure the relative authority and trustworthiness of the citing source.

Why Links Still Rule the Roost?

Links have been used as the major ranking factor for search engines. The web is like a nation of interconnected documents around the world. Adding a link to a third party site in the content of your site may cause readers to leave you, but if the link is really beneficial, then it gives you incentive in the form of a vote. Moreover, adding links to a third party site gives vote to it. The more votes you get, and the more authoritative you become, search engines rank you higher in SERPs.

The Role of Relevance

Next to links, comes the relevancy of your content. If you deal in Tupperware, you can expect your pages to be listed for search queries related to “second hand cars”. This defines a limitation on links as a ranking factor and relevancy also impacts the value of a link. Overall, the relevance of the linking page and the linking site decides the value of a link.

The Concept of Trust

Undoubtedly, Google does not use a trust metric for ranking. But many other search engines like Yahoo uses trust as the ranking factor, according to which the smaller number of clicks required to go to your site means more trusted your site was. Although Google does not calculate ranking on the basis of trust, but in some other aspects, the trust metric works.

Now when you know that links are that important to your site, it’s time to plan things. Avoid buying links for SEO purposes, hacking people’s websites, going to forums and blogs, then adding links in comments; offering discount codes, etc. Instead, make a wonderful site with useful and relevant content. Share on social networking sites and make your website’s blog to share expert content. When visitors find your content extremely useful and sharable, they visit your site again and again; and they also share it with their acquaintances.

SEO is a part of an ecosystem which must be considered carefully. If you doubt your capabilities, don’t hesitate to go with the concept of the white label SEO reseller.


For ranking pages, search engines majorly uses three factors: authority of the information, relevancy of the content and trust. These metrics may vary from one search engine to another