Marketing on the internet is all about trust. Your potential customers need to be able to trust your business. Trustworthiness can be established by visible signals like “social proof”, or through badges provided by third-party verification or review systems.
Google wants to be able to trust your website so they can recommend it to their users. Links from credible and relevant websites, social signals, press mentions, user sentiment signals and many other factors can contribute to how Google perceives your site’s trustworthiness and authority.
Neither Google nor real internet users are likely to fall for simple tricks like faking popularity through links or social signals.
Trust is one of the most important SEO ranking factors. Establishing your website’s trustworthiness as an authority is essential to success in SEO and all internet marketing.