TrustRank is a search engine algorithm, used in particular by Google, that attempts to measure the trustworthiness of a website. It’s based on the premise that trustworthy websites usually get high-quality backlinks from other trusted websites. The algorithm thus essentially looks for the backlink profile of a website for links from authoritative sources: established news websites, charity organisations, government agencies, and educational institutions. Websites that have a greater TrustRank are generally seen as more trustworthy and will therefore have a greater chance of ranking up in search results. TrustRank is thus an important factor in combatting spam and increasing quality search results across the board. This gives search engines an opportunity to show users more authentic information by prioritising websites with a strong TrustRank. Though the exact workings of the TrustRank algorithm are cloaked in secrecy, it is generally believed to rely on the age of the linking domain, quality of content on the linking site, and variety of the linking profile. Therefore, in order to improve the TrustRank of a website, it is very important to build up the strong backlink profile from legitimate sources. The acquisition of high-quality backlinks from trusted websites is a fundamental tenet of ethical SEO practices.