Visibility Framework ยท 02
Authority
Give people and search engines confidence that you know what you're talking about.
Definition
Authority is the confidence someone has that you understand a subject well enough to be trusted.
It isn't claimed. It's accumulated through evidence, consistency and experience.
Why it matters
Search engines increasingly recommend businesses instead of simply ranking pages.
When many businesses publish similar information, authority often determines who gets recommended first.
Signals
Experience
Show evidence that you've actually done the work you're describing.
Expertise
Demonstrate genuine knowledge rather than repeating existing advice.
Evidence
Support claims with examples, data, screenshots or demonstrations.
Credentials
Professional background, qualifications and recognised achievements.
Team
Show the real people behind the business and what they contribute.
Case studies
Demonstrate outcomes through real projects rather than promises.
Method
- 1
Choose a subject you genuinely understand.
- 2
Publish useful knowledge consistently.
- 3
Support every important claim with evidence.
- 4
Show the people behind the work.
- 5
Create case studies instead of testimonials.
- 6
Allow authority to compound over time.
Checklist
Case studies
Building authority while building Connection Clinic
Rather than writing about authority in theory, every feature, article, case study and system built for Connection Clinic contributes evidence that supports this framework.
Applying the framework to this website
Ongoing.