As the Google Algorithm continues to evolve so that users are delivered the best possible results based on their searches, you may be wondering whether external trust signals are still valuable. The truth is, yes, external authority is still important for SEO, but the algorithm favours sites that are trusted, cited, and validated across the wider web rather than those that just have a high volume of links.
Modern SEO authority is built through a combination of:
- High-quality, relevant backlinks
- Brand mentions and earned media
- Social proof, such as reviews and testimonials
- User-generated content and third-party validation
All of these external authority signals help the algorithm to determine whether the brand deserves visibility in search engines. Throughout this blog, we will explore how these external trust signals work today, so be sure to keep reading.
Page Jumps:
- Why High Quality, Relevant Links Matter More Than Volume
- How Authoritative Links Contribute to Trust and Visibility
- Why Press Coverage and Earned Media Matter
- Social Proof as a Trust Signal: Reviews, Testimonials & Case Studies
- User Generated Content: Reddit & How These Types of Sources are Appearing Higher in the SERPs
The Role of Links: Why High Quality, Relevant Links Matter More Than Volume
Links continue to be one of Google’s foundational authority signals, but there has been a shift from volume towards higher quality, relevant links. This is because a link is viewed as a citation, therefore when a trusted site within your industry references your website, it reinforces your organic topical authority. Whereas, a high volume of links from unrelated, untrustworthy sites can suggest manufactured link building and potentially dilute your topical authority.
When evaluating backlink quality, Google looks for the following:
- Relevance: The topical relevance of the source linking site
- Context: The context surrounding the link
- EEAT: The authority and trustworthiness around the link
- Organically Earned: Whether the link seems organically earned or manufactured.
To this day, the best way to generate organic links that hit all of the factors above is through generating informative, useful content.
To learn more about backlinks and why they are important, be sure to read our recent blog What Are Backlinks and Why Are They Important?.
Beyond PageRank: How Authoritative Links Contribute to Trust and Visibility
Whilst historically links were good for passing on link equity, today they offer the broader benefit of validating your website as trustworthy to both Google and users.
December’s Google Algorithm Update was reported to have expanded EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) beyond typical written content. Therefore, we know that EEAT is being considered in other areas of SEO, including link building.
So, how do authoritative links contribute to trust and visibility?
Signals of Trust & Authority
When trusted, relevant sources link from your website, Google interprets these links as votes of confidence, which imply your expertise within your niche. Gaining lots of organic links this way whilst boosting your topical authority and overall performance online.
Impact on Visibility
By having an improved authority through organic link building, your site can also find it easier to rank for more competitive keywords. This is particularly effective in YMYL (Your Money or Your Life) niches such as finance, health or legal.
Typically, more competitive keywords have a higher amount of search volume, so ranking better can lead to you appearing in more search results for your users. Which, in turn, can lead to more site visits and potentially more conversions for your business.
Digital PR as Modern Link Building: Why Press Coverage and Earned Media Matter
Digital PR and press coverage have become some of the most effective tools for generating credibility, trust, and ultimately positioning your brand as an authority within your niche. Digital PR can work hand-in-hand with SEO to elevate your authority signals and show Google you have a trusted digital presence that is much broader than on your website.
So, how does Digital PR build authority and credibility?
Earned Links
Digital PR focuses on generating publications in reputable online publications, blogs, or news sites. Often, these publications can include backlinks to your site, which, as previously discussed, Google sees as a big sign of trustworthiness.
Thought Leadership
Thought leadership involves your business providing expert comments, guest post articles or even interviews on relevant topics to your business. When Google and your audience see you contributing to the conversation around your niche, it can also show your expertise.
Brand Mentions
Being mentioned in well-known, relevant media outlets, even without links, it can still help improve your perceived brand authority. This is because users are more likely to engage with brands that they see have a strong online media presence.
Expert Endorsements
Collaborating with experts within your industry can also help to promote your brand and your credibility. Combining your expertise with an influencer or well-known expert can boost your presence even further.
The diagram below demonstrates how digital PR for SEO can boost your overall authority.
Social Proof as a Trust Signal: Reviews, Testimonials & Case Studies
Social Proof SEO involves leveraging external signals to build a positive and trustworthy profile for your users. Common external signals that can indirectly contribute towards this include reviews, case studies and even awards or certifications.
So, how do social proofs contribute to building authority?
Reviews
Reviews and testimonials are a great way of building trust and authority for your brand. Having reviews from real customers on your website that links from your Google Business Profile can encourage users to use your products or services. Having the reviews linked from your Google Business Profile also shows that the reviews are from real people with their own Google Accounts.
To learn more about the importance of reviews and keeping your Google Business Profile up-to-date, read our recent blog Reviews: The Missing SEO Ranking Factor.
Case Studies
Case studies are also an example of social proof that indirectly impacts your website’s authority. Demonstrating examples of work you have completed for customers, in detail, with images and examples, is only going to make you more trustworthy, and Google will see this.
Common features of case studies include:
- Project name/ location
- Customer’s background
- Initial problem/ project requirement
- How your product/ service resolved the problem
- Outcome
Awards & Accreditations
Awards and accreditations that are related to your niche are a great way of demonstrating your commitment to delivering a high-quality product or service. Customers are more likely to use your business over another if you have clear examples of your awards and accreditations on your site.
For example, if you have a Roofing Business, you may want to acquire accreditations such as CORC (Confederation of Roofing Contractors) or FMB (Federation of Master Builders). In some cases, third-party accreditations will list you on their site and provide a backlink.
Each of these social proofs may be indirect examples of developing authority, but it all builds up a profile to Google on how trustworthy you are through your digital footprint.
User Generated Content: Reddit & How These Types of Sources are Appearing Higher in the SERPs
As the Google Algorithm develops, user-generated content has become central to the search experience because users are leaning towards relying on real people for opinions and trust.
It has also been reported that users find other platforms, such as Reddit and TikTok, have more user-friendly designs for people to find the information they need. This explains why we are seeing more and more UGC appearing higher in SERPS. Therefore, leveraging this information in your SEO strategies is important.
So, how can appearing in user-generated content contribute to building authority?
Third Party Validation
Users trust non-biased opinions rather than claims on your own website. Therefore, having your brand mentioned in forums such as Reddit, in YouTube videos, TikTok clips, or blog posts written by creators is a great way to generate a trusted following.
Implied Links & Brand Mentions
Even when user-generated content doesn’t include a link to your site, Google still views it as an intended link and brand mention, especially if it is within written content. Couple that with the UGC being from a related niche, and Google will treat it as an authority signal.
Genuine Real World Experience
User-generated content often proves experience of a product or service. Often, UGC will involve a video or images, and these are viewed as more trustworthy than those published on your own site. Before and after content is a great example of this because it shows the results of using your product or service. Google recognises this as an authority.
All of these factors show how UGC is a genuine external authority signal for SEO that is taken seriously by Google.
Practical checklist: What Makes an External Authority Signal Trustworthy?
Throughout this blog, we have discussed a variety of external authority signals that can contribute to improving the overall trustworthiness of your brand. But now it’s important that you know how to assess these signals on your own site.
For practical purposes, we have created a helpful checklist that you can use to determine whether your external authority signals are trustworthy. Simply click below to download our helpful auditing resource.
To learn more about authority and trust signals, including the importance of author pages and the importance of positive customer reviews, read our recent blog SEO Trust Signals: How to Build Authority with E-E-A-T.
Molly Sturgeon
Senior SEO Account Manager
