February 18th, 2012 : In the World of SEO, Trust is King

When it comes to search engines such as Bing, Yahoo and Google, earning trust might be higher on the priority list than the right tag word. SEO, as Search Engine Optimization is called, is the method of creating the optimal set of words or phrasesin achieving high rankings on different search engines. Each search engine uses a different algorithm, but a universal truth exists: Obtaining trust from a search engine is a key component in achieving a high rank.

One of the aspects of trust is basically the belief that the search engine can rely on your site to be of high quality, authoritative and reputable. An accurate ranking of sites by the three previously named qualities are a foundation of a search engine's business. Consistently ranking low quality sites high would cripple a search engines business. Consequently, for a search engine to rank a site high, it would need to trust it.

Achieving trust from search engines requires a multi-faceted approach. It requires both internal and external consideration with regard to the site. It also requires distinction and a certain level of attention to detail.

Let's begin with the internal aspects of a site. Having a clean, modern and aesthetically pleasing site goes farther in creating trust than an outdated, unprofessional one. It is important for the site to appear modern because it will provide confidence to the search engine and ultimately the customer that the company is current and contemporary with respect to its industry.

Other important internal characteristics that need to receive attention are correct usage of words, spelling and grammar; a professional logo; coherent content; a domain name that is both distinguished and continuous with the brand name; a high quality photograph of the author and finally an interactive section. Let's explore all these aspects of the site in detail.

Few things tell a visitor that the site (representative of the company or brand) lacks professionalism quicker than misspelled words, words used in the wrong context or grammatical errors. Search engines recognize this and consequently factor such mistakes in their "trust equation".

Logos tend to be the first and often the enduring impression most people think about when referring to a company. Having a professional looking logo creates an image of expertise and experience whereas an inferior, low quality looking logo might evoke low credibility. Brand credibility can be a factor in high rankings.

A site might look attractive, but if the content is incoherent and illogical, it also loses an incredible amount of trustworthiness. It suggests that if the author of the site cannot communicate its message in a clear and intelligible fashion, it probably will not be able to communicate with the consumer well. That will not go unnoticed by search engines.

Domain names are like brand names in the sense that the shorter, more pronounceable names tend to be remembered easier. Additionally, obtaining a domain that corresponds to a good brand name is ideal. Using hyphenated words, non .com words and keyword based domains is a quick way to a low ranking by the search engines.

Having a high quality photograph of the author gives a dependable touch to the site. Including company/brand specific photos on a site produces a similar affect as a modern, clean look. It reaffirms the company's commitment to contemporaneous issues in its industry. Search engines look for signs of that commitment and factor it in the "trust" equation.

Interactive features on a site are extremely important in gaining trust from search engines. Comments sections and information gathering pages demonstrate that the company is engaging its visitors. Search engines tend to appreciate such interaction which then leads to higher rankings.

External factors tend to be more convoluted and complex than the internal factors when aiming for the "trust" target in best SEO. Unlike internal factors, which tend to be short in number; effective external factors that can increase trust can be numerous. Three very important external factors are citations (normally called links) to other trustworthy sites, social adaptations with sites such as Twitter and Facebook and external validation from reviewed platforms.

Few, if any, search engines will publish their algorithms but a common factor in getting high page ranks are links to other trustworthy quality sites. Having high quality sites link to your sites are even better. Social adaptations with social media sites such as Twitter, Facebook and Linkedin play an important role in achieving trust with SEO. With an ever increasing population using any or all of the aforementioned sites, disregarding social adaptations is internet suicide. Search engines also factor social adaptations in their "trust" equation.

External validation can come in the form of Android or iPhone apps or browser plugins. They are enormously valuable tools in their own right before even being a factor in earning search engine trust. Search engines are keenly aware of the role they play in providing validation and are play a huge role in the "trust" equation.

Achieving a level of trust with search engines will allow a site to attain higher rankings. This in turn will produce higher readership, increased profits and an overall enhanced business reputation.

Tags: SEO, Search Engine Optimization

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