Authority refers to the level of trust and credibility a website or page has in the eyes of search engines. When two pages compete for the same keyword, the one with greater authority often ranks higher. Authority is not about how a site looks; it is about how reliable it appears based on signals like backlinks, content quality, and brand reputation. For example, if a medical article is published by a well-known health organization, it is more likely to be considered authoritative than a similar article from a brand-new site.
There are two types often mentioned: domain authority, which refers to the overall strength of a website, and page authority, which focuses on the credibility of a single page. Both are influenced by links from other trusted sites. A link from a respected source acts like a vote of confidence. The more relevant and trustworthy these votes are, the stronger the authority becomes.
Building authority is a long-term process. It involves publishing useful, reliable content, earning mentions from other reputable websites, and maintaining technical quality. It cannot be faked quickly, because search engines evaluate patterns over time. For website owners, this means authority is one of the most valuable assets to develop. A site with strong authority has an easier time ranking new pages, attracting organic traffic, and standing out in a crowded space. In the world of SEO, authority is less about tricks and more about consistency and trust.
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