Authority
A measure of how trusted your website appears based on links and mentions from other credible sites.
Authority (often referred to as Search Authority or Page Authority) is a measure of how credible and trustworthy search engines believe your website to be. It is not something you can just "set"; it is earned over time through quality content, consistent regulatory compliance (like CQC ratings), and mentions or links from other high-authority sites in the sector.
Google uses authority to decide who to rank when multiple websites have similar content. A care home with a long history, many positive reviews from verified sources, and links from local councils or health bodies has higher authority than a brand-new home with no digital footprint. Broadly, authority is Google's answer to the question: "Is this business a real, reputable expert in this specific field?"