Why SEOs should focus on creating trust

by Samuel Pordengerg Mar 17, 2023 News
Why SEOs should focus on creating trust

Trust is a marketing concept that does not get a lot of attention.

The article will show you how to incorporate trust- building into your strategy.

Overlooking the value of trust is a missed SEO opportunity

Andrew Holland is a contributor to Search Engine Land. They didn't show up when he needed them and that blemished his trust in the brand

He used the experience to educate, stressing the importance of trust and how it affects the search engine rankings.

People won't buy your products and services if you don't trust them.

Holland said the retail website has been his go-to for a long time.

Losing a user's trust is a big deal for most websites.

Google on the importance of trust 

Trust is measured by the original search engine PageRank. Increased focus on user experience and website security are some of the reasons why trust is included in the search results.

When it comes to search, trust is a big part of the process.

When it comes to health, safety and financial advice, the importance of E-A-T has always been emphasized by the search engine.

The updated E-E-A-T concept was introduced in December by the revised quality rater guidelines.

As E-E-A-T signals are one of the main elements that the ranking systems use, we can safely assume that trust has an impact on the search engine rankings.

Search marketers rely on daily newsletters.

SEO tips for making a trustworthy website

Your brand will benefit from making your site more trustworthy.

You can improve the trust in your site by following these tips.

1. Name, brand and URL

You can use a brand name for your website URL. Choose a URL structure that is easy to understand.

Consider the following.

  • Top-level domain (TLD): Opt for ".com'' is still the most trusted TLD (a recent Yandex code leak also supports this).
  • Branding: Steer away from exact match domains with many hyphens (e.g., best-seo-company-usa.biz). 

Your website URL should be readable. You can compare this...

  • example.com/seo/creating-trust

With this...

  • best-seo-company-usa.biz/seo-blog/creating-trust-a-core-role-of-seo

2. Clean and working UX

Holland's example of misguided infinite scroll is an example of annoying UX.

The trust on-page is affected by elements. How can you stand out from the crowd?

It's simple navigation.

Mega-menus and interactive menus that show a lot of things on a single screen are not helpful. The best way to navigate a website is straight forward.

A clean structure.

When you have a clean and simple menu structure, you can follow a clear information architecture.

There are features that can make a site confusing.

breadcrumb navigation can be used to show visitors where they are at all times.

There's a white space.

Is your website cluttered with ads and stories that are trying to get the attention of the visitor?

A lot of people just landed on your website. They will leave no matter what.

White space is added to make your website readable.

Links are working.

If your links don't work as they should, you can install a broken links plug-in on the website. External links don't break, but are diverted to rogue sites.

Screaming Frog can sometimes be used to find out if the links still work.

3. Content

Holland wanted helpful content to make the right purchases.

Users are more likely to trust you with their money if you offer valuable content.

First, give something for free.

One of the most important rules is the law of reciprocity. People are willing to help someone else if they receive something from them.

It's a good idea to deliver helpful content. They can spread the word about you or buy something.

There is expertise.

A site that says you are the best is not going to be persuasive. Showing is the way to establish trust.

Is it possible to prove your expertise on a topic? Do it first.

Many people hold on to their trade secrets in order to retain customers.

There is advice.

Advice is a great way to help. Potential customers need to look elsewhere and trust someone else if you don't share your insights.

The good old days of brick-and-mortar stores were when clerks offered advice. This type of free service is not available on the internet.

4. Ads

When it comes to trust, why are ads bad? The recent code leak shows that having ads on your site is a negative ranking factor.

It's not just one company. As far back as January 2012 there have been ads on many sites. They went after ad-heavy sites with the "top- heavy" algorithm.

Moderation is done.

Visitors are being ostracized by too many ads. You can display ads on your website. When your website is full of ads, you are unreliable.

This is taken into account by the internet search engine. Similarly, marketers often advocate hiding the content. If you grow your conversion rate by 2%, you annoy the other 98%.

How much trust will they have in you to recommend you?

Above the folded paper.

The page layout is used to make it difficult to find the actual content behind the ads that look like it.

Don't use ads above the fold if you don't want to see paid content. People don't click ads if they are tricked into doing so.

There is transparency.

It's important to label ads when they're shown. They must be clear that they are advertisements.

Depending on what you're talking about, you can say "ad," "sponsored" or "advertorial" Such disclosures are required by the FTC in the U.S. People want to know in the beginning.

You might get less clicks, but you will get more visitors who will trust you.

Conflicts of interests need to be fully disclosed.

It's not as easy to spot hidden ads.

Business people are often writing for their employers. Editorial content is an ad or advertorial.

It's difficult to tell if it's a mention in a post or not.

When in doubt, make sure to tell the truth. You may look biased, but you are more trustworthy.

Links that are affiliates.

Links to Amazon or other partner sites are the most common affiliations.

Many people link to Amazon without telling their readers that they get a commission.

Most of the time I stopped reading because they didn't tell me they earned money that way. I did not trust those that did not.

5. Real humans behind the site

Showing that real people are behind a business is more important than ever in the era of all-pervading artificial intelligence.

If someone wants to do business with you, they need to be trustworthy.

Some people want to see you and some want to look at you.

The page about us.

They should be told why they should trust you. They want to see your team.

It's not about whether they look good or not.

You should explain why they should trust you. Consideration of credentials, industry background, and awards.

The author is an author.

If you don't have a single author on your website, you might want to put author bios in every article.

They can benefit even a single-author blog. I don't like posting images online. I use an illustration based on a photo as my profile picture on social media, but I recently published a photo in Search Engine Land.

There are real team photos.

Many website owners show stock photos on their websites in order to suggest that the people pictured are part of the team.

The investment in a photographer will pay off in the long run.

Stock photos can't be found in local search results. Such images are likely to be discounted in general search by the internet giant.

It's a unique take.

Businesses often publish impersonal press release type of content. The content was approved by a lot of departments.

Sharing a subjective opinion may be more trustworthy than simply making everyone happy.

6. Security and safety measures

Safety and security are the first things people look at when making a decision about a website or business.

Do you think the site looks ok? They don't bother

Over the years, corresponding ranking signals have become more important.

Is it possible to use a cipher called SSL?

It's now standard for websites to be secured with hte internet. The major ranking factor is the use of encryption.

We can deduce from their documentation that it is more important than that.

It is possible to send private data through contact forms on informational websites.

Visitors will be happy to see you are on a secure site, even though you get a small boost from the search engine.

There are trust symbols.

There are badges on most websites. It works to establish trust for some people, but experts know that you get that Badge for Buying ads.

You may want to add other badges and trust symbols on your website.

The Better Business Bureau is approved in the U.S. It's not a ranking factor but it's mentioned a lot.

I won't trust your reviews when they're five stars.

It's a privacy policy.

Privacy policies are usually not read by most people.

They have to be. It is necessary to make them readable on the website.

If your privacy policy is hidden, you will lose trust.

Privacy policies should be perfect for certain types of websites, not just for lawyers to study.

No way to track it.

I removed all of them from my site after I realized how intrusive they were.

I used third-party tools to find hidden third-party trackers on websites.

Depending on your location and what you offer, you might not be able to track your visitors.

It's hard to opt-out of multiple trackers and cookies on most websites. Trust can be gained by not having any trackers on your site.

In action: Optimizing for search and displaying trust

Content and advice are among the most important ways of establishing trust, according to Holland. Most of the others get highlighted first.

The impact trust can have on sales was shown in a chart.

Building trust - Andrew Holland

He focuses on content creation for informational purposes, which is different from what usually is meant by trust. He comes to a conclusion.

  • "... a lack of content and rankings has certainly lost my trust. Are they losing the trust of others?"

This is the type of work I have done for a long time.

I used to over-share my expertise on social media in order to get more opportunities to do so.

Many people in search engine marketing work for well-known brands orFortune 500 companies behind closed doors after signing non-disclosure agreements, and just mention some brand names they worked for.

We can't verify their expertise. They have done something. The brand was pushed forward by it.

This type of trust-building Holland means a lot. Trustworthy brands can make more money by giving advice to potential customers.

Establishing trust: A core competency for SEO practitioners

The person is responsible for establishing trust on a website.

  • The design alias UX department to some extent. 
  • The content team as well. 
  • The dev team has to implement some technologies like SSL. 

The person who is the ideal person to coordinate those efforts is the person who is known as the "seo".

The infinite scroll was a hit with the team. It may bring some money, but at the cost of a broken website. It's not worth it.

The guest author's opinions are not necessarily those of the search engine. There are staff authors here.