Persuasion
Authority is the credit granted to whoever is speaking, and it comes from demonstrated competence and from consistency between what is said and what is done.
It applies to people and to websites: an authoritative salesperson knows the product in depth and handles objections professionally, and a site that is authoritative on a topic passes that credit to its own pages, to the point that search engines and artificial intelligence systems pick it as a source.
An example
In a retail outlet the assistant who knows the product in depth, proposes tailored solutions and handles objections professionally builds a professional authority from which a more solid relationship with the public grows, and it shows in the outlet's overall performance and in customer loyalty. On a website, in-depth articles linked to each other around a pillar page, the page that covers a topic in full, concentrate authority on that topic and pass it on to the linked pages.
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