Google has always strived to provide the best user experience to its ever-growing users. The aim is to make quality and trustworthy content rank higher in the search results. To achieve this, Google has several algorithms that crawl on websites.

The Authority of a website is one of the predominant factors used by Google to get a website to the top of search results. This is why authority should be taken with all seriousness.

Let's See Why Authority Matters in Google Rankings

As we have established, Google wants its users to get reliable information to their queries, so it looks out for content that is authoritative and pushes them to the top of the search results. This implies that the more authoritative your content is, the more traffic to your site through organic search.

Conversely, the less authority your content is, the less organic traffic it gets. This is so because, Google won’t push your site to the top of SERPs; making it difficult to get potential customers to your site.

As a site or business owner, building trust with Google or any other search engine through authoritative content should be a top priority in your SEO strategy.