On-page SEO is important. But that alone cannot ensure ranking on the first page of SERP. Website Authority and Trustworthiness are important for SEO as well as conversion.

What is the Website Authority?

If you check various websites, you will find that few websites get lots of organic traffic. Those websites rank for many pages and keywords. On the other side, there are lots of SEO optimized good contents that do not rank. 

Two of the main reasons for such scenario is trustworthiness and website authority.

Website authority refers to the expertise and trustworthiness of your website on the topic you write about or the products and services you sell.

There are many ways to ensure that your website has those factors. Simply, you need to show the readers and search engines that your website is trusted and you have good expertise in your topic. 

How to Ensure Website Authority and Trust Factor

1. Install SSL Certificate

SSL certificate is a security technology that enables encrypted communication between a reader and the webserver. It adds an “HTTPS” protocol.

You need to assure your reader that your website is secure. So, there is nothing to worry about cyber security.

You can buy a SSL certificate from your website host. It costs less than $10 for starting with. Some of the hosting packages come with a free certificate. Your host will also install it for you.

2. Improve Page Load Time

Page load time is the time taken by a web page to load in any browser. According to Google “… as page load time goes from one second to 10 seconds, the probability of a mobile site visitor bouncing increases 123% “.

There are many ways of improving page load time. Test your website at PageSpeed Insight to find out what you need to do.

Few basic recommendations include, decrease the page size, increase your hosting processing power, use lighter theme etc.

3. Optimize for Mobile Users

In this world, your readers use various screen sizes to access your website. So your website should adapt to the users’ device and screen size.

Use a theme which is mobile optimized to ensure best experience for your users. Mobile optimized means the theme will show a device optimized version of your website.

4. Add Privacy Policy and Terms of Service

Your website, your rule. But what are the rules? How do you process and manage the users data?

Let your readers know your privacy policy and terms of service. Make two separate pages for those. Link those pages in your footer menu. Also, show a notification to the reader if you use cookies.

This shows that you respect the users data and their choices.

5. Answer FAQ

Don’t expect that your readers will search for answers of the frequently asked questions in different pages. They will simply leave your site if they don’t find the answers at a go.

So either add a section of FAQ in your homepage or publish a complete page. This will ensure better user experience and you will get trust of your readers.

6. Be on Social Media

We are social creatures. Having your presence in social media will assure your users that you are accessible to them over those media.

Moreover, people will be able to share your contents and refer your products over social media. That will trigger social signal, one important ranking factor.

Enable your readers to share contents from your website. Show them your recent contents published on social media. Most importantly, add your social profile links on your website header or footer.

7. Publish Content That Adds Value

Millions of contents are published everyday. But more that 90% of those pages never get any organic traffic, according to Ahrefs.

So, you need to make content that adds value to the users. You need to solve your users problem through information.

Do keyword research to understand what your readers are searching for. Then make several contents covering those keywords. Publish a few contents on your website and distribute the rest of those contents.

You are important if other people discuss about you. That is also applicable for site authority. If other websites are linking your website that signals that you are trustworthy.

But don’t count every types of links. For example links on blog comments are not endorsed by the blog author. So such links cannot increase your site authority.

The best way of getting external links is by distributing content. Distribute your content over social media, guest blogging, etc. It’s hard to find related blogs that accept guest posting.

Also link your own content from other contents. This will ensure that your users can browse through other related articles while reading one.

9. Be Consistent

A trust-able site is consistent in delivering good services, information etc. Consistency is the key to become an authority in your subject matter.

Average website lasts for around a year. To stand out of that crowd you need to have a solid existence with good content for more than a year. So, website age is also a factor for site authority.

Consistency doesn’t mean that you have to write every day. A good rule of thumb is to publish one content per week. Be consistent in publishing content on all of your media, such as website, social media, guest blogs etc.

There are many other factors that boost website authority and trust factor. Search engines never publish the complete list of all the factors. So we have covered the key ways here.

Ways to Boost Website Authority


If you check the points, most of those are within your control, except external links. Don’t take any shortcuts of building backlinks. Invest your time and money for the best way of link building.