Feature Guide
What Is Trust Score? How It Works
Trust Score: A score measuring a website's overall credibility and authority signals, based on E-E-A-T principles — Experience, Expertise, Authoritativeness, and Trustworthiness.
Google doesn't rank sites on keywords alone. It weighs how credible and trustworthy a site appears — especially for topics that affect people's health, finances, or safety. Trust Score estimates how well your site demonstrates that credibility.
What Trust Score Measures
- Clear author identification and demonstrated expertise on the topic
- Presence of an About page, contact information, and transparent business details
- Backlink profile quality — links from relevant, reputable sources versus spammy networks
- Content accuracy and whether claims are supported or verifiable
- Site security (HTTPS) and overall technical trustworthiness signals
- Consistency and freshness of published content over time
Why It Matters
Two pages can have identical keyword optimization, but the one that better demonstrates real expertise and trustworthiness will typically outperform in competitive niches — especially in what Google calls "Your Money or Your Life" (YMYL) topics like health and finance.
How to Improve It
- Add clear author bios with relevant credentials or experience
- Make contact information and business details easy to find
- Earn backlinks from genuinely relevant, reputable sites — not high-volume low-quality networks
- Keep content accurate and update it as facts change
Frequently Asked Questions
Is Trust Score a Google metric?
No. Google doesn't publish a single trust metric, but E-E-A-T principles are documented in its Search Quality Rater Guidelines. Trust Score estimates how well a site demonstrates those principles.
What hurts Trust Score the most?
Missing author information, no clear contact details, thin or unverifiable content, and a spammy backlink profile.