Building Trust And Authority In 2016

Over the past couple of years, Google has released multiple updates to its search algorithm. While they always insist that it is for the better, everyone who knows how search engine optimization works would rate Google’s search system inconsistent at best. One of the most important changes that the last update brought was Google trust. Today, every search engine marketer knows that the trust factor and site authority play a very important role in elevating the ranking of a website. But what really are trust and authority when it comes to SEO?

SEO and website authority

Creating links in Ultimate Demon or other link building tools is all well and good, we are aware now that links are still well over 50% of the battle in commercial niches (and why would you want to be trying to make money in anything but a commercial niche?)

Let’s approach this question with an example. Should search for the term “make money online” on Google, most of the top 10 ranked sites you will see on the search results do not link directly to a website’s homepage. Most of the results are educational articles and news posts that Google has identified as the most trusted to provide valuable information a user may be interested in. Most of these sites are also renowned platforms that could pass as “authoritative” based on their dominance on the internet and quality of content.

What Influences a Website’s Trust Factor?

According to Google, a website’s trust rating is influenced by a combination of many factors. The more trustworthy a website is, the more likely its articles will rank higher on specific Google searches. Factors such as low quality content and harmful redirects are examples of things that hurt a website’s trustworthiness. 

Some on-page factors that heavily influence a website’s trust factor in 2016 are:

· The length of each article on a website: Generally, websites that have long informative articles with unique content that is regularly updated are considered more trustworthy compared to sites with short articles that are almost never updated or are copied from elsewhere.

· Privacy Policy, Disclosure, and Terms: While these items do not directly affect the ranking of a website, they are very important to search engines. Google considers websites with Privacy Policies, Terms & Conditions and Disclosures as legitimate, hence more trustworthy.

· External links to trusted sources: Search Engine crawlers index websites by following links. Websites that link to trusted websites are more likely to get higher trust ratings themselves. This is why it is important to get backlinks from legitimate trusted sites such as Wikipedia.

· Who-is info: If you did not know, a website’s domain who-is registration information today play a role in determining which sites are legitimate and which ones look fishy. To increase a page’s trust score, the who-is information should be the same as that on the ‘contact us’ page.

· On-site video content: The more informative videos on a webpage, the higher the chances of the site being ranked higher by search engines. Embedding highly rated and mostly viewed YouTube videos on a page is the easiest way to attract traffic and keep them on the page longer.

Factors influencing a Website’s Off-Page Trust Rating

A web page’s off-page trust can be improved in one way—quality links. Getting trusted and highly rated websites to link to your page is the best way to build a trustworthy image. Unfortunately, achieving this fete is not easy. The most popular way, however, is to create quality content such as guest posts and have them published in trusted blogs and content sharing websites. Note that in 2016, spamming low quality links is no longer an effective way to get to the first page of Google SERP-in fact, such a technique can get your website penalized.

Other off-page factors that have a significant influence on a page’s trustworthiness are social media activities including votes, shares, likes, and links and the average time that visitors spend on the page. Initially, Google only considered the quantity of traffic flowing onto a page; today they consider how long a visitor stays on the page. Finally, to increase your page’s trust rating, ensure that the website has a short load time.

Where Does a Authoritativeness Come in?

So citation through link building is a very important part of building authority. That your inbound links are from sites that have this trust is important, especially for direct links.

Ultimate Demon can create these links for you, but like any tool, it is down to how you use it

An authoritative website is widely recognized in its niche. It is not clear how search engines determine how authoritative a website is but there are several ‘authority signals’ that include the website’s traffic, the number and quality of ‘neighbourhood’ links, social references from valued accounts, and engagement metrics. Negative reviews and sentiments regarding a website of course hurt its credibility.

There’s no doubt that search engines, in particular Google, assess a website’s authority rating and uses it to determine where to place it in SERPs. To understand how this affects the rating of your page, you just need to go through the list of questions Google want Search Engine Optimizers to ask themselves while building high-quality websites that would be immune to the injurious ‘Panda’ updates. In the questions, the words TRUST, AUTHORITY, and EXPERTISE are frequently mentioned.