Trust Versus No-trust
The Google tolerance line will slide left or right depending on the site that is being ranked. For a site that has proven its worth, meaning Google trusts it a lot; we might see the diagram look like this:
A “Trusted” Site
Yet, for a new site or one that has no track record to speak of, the diagram will probably look a lot more like this.
A “Non-trusted” Site
The only difference here is in the location of the “tolerance line.”
In other words, Google is a lot more tolerant of sites that have built up authority and trust than it is of new sites or sites which have not been able to attain a decent level of authority or trust.
A high authority site with lots of trust can withstand a certain amount of spammy SEO without incurring a penalty (see later when we discuss “negative SEO”). In other words, the more authority the site has, the more it can get away with.
A new site, on the other hand, would be quickly penalized for even a small amount of spammy SEO.