Definition
Trust Flow is a metric, scored out of 100, that measures the overall quality and authority of a website. It was developed by the SEO tool Majestic, and it indicates how trustworthy a domain appears based on the trustworthiness of sites linking to it. The higher the Trust Flow, the more confidence users and search engines can place in that domain.
What is it?
This metric focuses on the idea that quality backlinks often come from other high-trust websites, forming a sort of “confidence chain.” For instance, if an established news publication links to your site, it’s likely to elevate your Trust Flow more than a link from an unknown or spammy website. A high Trust Flow typically signals strong editorial standards, relevant content, and fewer manipulative tactics, aligning with the best practices outlined in search engine guidelines. While Trust Flow does not directly represent Google’s internal ranking factors, it provides a helpful third-party view of how reliably your site may be regarded within its niche.
How is it used?
SEO professionals often compare Trust Flow alongside Citation Flow. If Citation Flow (a measure of link volume) is high while Trust Flow is low, it may indicate an abundance of questionable or low-quality links. By identifying and removing—or disavowing—these problematic links, site owners can work to improve overall trust. When evaluating link-building opportunities, many look for sites with strong Trust Flow to ensure any potential backlinks are likely to have a positive impact. Over time, consistently earning links from reputable sources contributes to a more balanced, robust backlink profile and stronger online authority.
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