How To Use SEO To Develop ‘Trust’
SEO consultants work hard to get pages to rank highly in the search results pages. We do this through both on and off page optimization strategies. There is a third area that is often talked about on SEO sites that refers to ‘trust’ – what is ‘trust’ exactly?
It is a good question and very hard to quantify since the search engines, particularly Google, don’t reveal much about how they rank web pages. My version of ‘trust’ is fairly straightforward. Our SEO strategies work on developing pages with keyword rich content and then work to get other pages linked to our pages.
Search engines have difficulty with comprehension (at least for now). They can read the contents of a page and note the regular occurrence of keywords. As they cannot comprehend the contents, giving the pages content any sort of ranking is quite difficult. Black hat SEO operators know this and often pack keywords into an article that makes rather poor reading.
What search engines do rely on is incoming links. The more links, the more important the page becomes. The higher the ranking of the page that links in, the higher again the importance of the page. As SEO consultants we work hard to generate those inbound links.
But what about ‘trust’ I hear you say? Trust is a marriage of the two components, on page content and off page links – but not any links. You can gain links from directories, for social media sites and from internal links. The most important links are from related sites. Find a site that is related to yours with similar or complimentary content. Links from these pages, using keywords that are important to your page, are the real gold in the world of SEO.
This is the trust factor. Remember I wrote earlier that search engines cannot comprehend content. When similar pages link to each other using keywords, the contents start to take on importance, not just the page. The higher the ranking of the trust links, the more important your content becomes. The old saying, content is king, is still true. Your SEO strategy needs to develop those trust links so that your content moves from the realm of pauper to that of king.
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