Introducing Google TrustRank, in 2018 your website is no longer ranked based solely on keywords but rather on the relevance of your website to the user. Google uses different components of your website in their algorithm and generates a ranking accordingly.
Part of the mix is your trust score, Google uses different markers to decide whether your website is secure or not, which include:
- The indexed age of your site. Google gives higher ranking to established websites compared to newer sites.
- The quality of your content. The content needs to be keyword topical, useful and relevant.
- Backlinks pointing to your website. When other authoritative and relevant websites link back to your website, this helps improve your ranking.
- Too many external links. Having too many external links on your website can negatively affect your website, especially if the external website is regarded as unreputable.