What Is The Difference Between Trust and Authority?

What Is The Difference Between Trust and Authority?

A website can be authoritative and not trustworthy. Examples: Breitbart.com and infowars.com are authoritative in political stories and opinion but you are not likely to find them cited as trusted news sources or in search results.
A website can be trustworthy and not authoritative. Examples: Your website! If you are reading this it is probably because your site is not ranking well in organic search.
Ideally you would like to have a website that is authoritative and trustworthy.
Authority is a ranking factor but trust is not.
Authority is measured by google search engine algorithms as part of pagerank.
Inbound links have the most effect on authority.
Trust can’t be measured. Even though people may express that they trust someone/something a lot or a little, trust is a binary condition, you either trust someone/something or you don’t. This is why trust is not part of the ranking algorithm.
Trust is often mentioned as a crucial part of SEO because it is trust that eventually leads to authority. People link to webpages when they trust the quality, veracity, humor, longevity, etc. Those links help the site become authoritative.