Final answer:
Site authority is influenced by the author's credentials and affiliations, the trustworthiness and currency of the information, the site's publisher and source, as well as how SEO techniques are employed.
Step-by-step explanation:
There are several factors that impact a site's authority. Author credentials and affiliations play a significant role in establishing authority. If the author is connected to a reputable institution and their credentials are relevant to the content, this enhances the site's credibility. Trustworthiness of the information, including citing of sources and the presence of a bibliography, also affects authority. Advertising on the page that might affect content can diminish the perceived neutrality and, therefore, the site's authoritativeness.
The currency of information is another important factor. A site with regularly updated content and functional links is generally more authoritative. Additionally, the publisher's reputation and the source of the content contribute to the site's authority. The URL structure can sometimes give clues about the legitimacy and intent of the source.
Search engine optimization (SEO) techniques are also used to assess and potentially manipulate a site's visibility and authority. Recognizing reliable websites often involves looking beyond the site itself and researching what other reputable sources say about it. This helps to understand the bias and context in which the site operates. Websites that have been validated by educational institutions or recommended by librarians usually have more authority.