{"id":9955,"date":"2018-03-23T09:04:06","date_gmt":"2018-03-23T14:04:06","guid":{"rendered":"https:\/\/www.advicelocal.com\/?p=9955"},"modified":"2018-03-23T09:04:06","modified_gmt":"2018-03-23T14:04:06","slug":"7-trust-factors-improving-search-results","status":"publish","type":"post","link":"https:\/\/www.advicelocal.com\/blog\/7-trust-factors-improving-search-results\/","title":{"rendered":"7 Trust Factors for Improving Search Results Placement"},"content":{"rendered":"

Search algorithms are so complex that it is impossible to focus on just one or two elements when developing an SEO strategy. To place across all the major search terms for a business\u2019 niche, they must study the competition and be prepared to modify their campaign. I walked readers through this in my article, The DIY SEO Audit: Next Steps for Beating Out the Local Competition Online<\/a><\/em>.<\/p>\n

There are various broader factors that will be required each time the business tries to rank a page in SERPs (search engine results pages). One of the most important of these factors is trust. If Google and the other search engines don’t trust a particular page, it will be virtually impossible to place in the top of search results for the desired keywords.<\/p>\n

\"Local<\/a><\/div>\n

Today, I want to talk with you about trust \u2013 not just among consumers, but search engines, too.<\/p>\n

The Trust Factors Search Engines Seek<\/h2>\n

So, what are some of the main factors involved in gaining the trust of search engines? Keep reading to find out.<\/p>\n

1. Content that Demonstrates E-A-T<\/h3>\n

Yeah, yeah\u2026 You\u2019ve heard it before, but are you really listening? According to Google, content needs to demonstrate expertise, authoritativeness and trustworthiness (E-A-T).<\/p>\n

Sites still using filler posts to target keywords are getting less and less search traffic. As search engines continually get smarter, their algorithm updates also do. They filter out content that is not useful to searchers.<\/p>\n

Search engines use factors like time spent on a site, click-through rate (and most likely bounce rate even though they deny it)<\/em>, plus manual reviews to recognize when site visitors do not regard content as helpful.<\/p>\n

It seems the only published measure for a piece of quality content from search engines is Google\u2019s Search Engine Evaluator Guidelines. If you are not sure where to start when it comes to content, attempting to better the output than those in the top ranking sites is a great place.<\/p>\n

2. When Older is Better<\/h3>\n

Brand new sites struggle to place high since search engines<\/a> are not ready to trust them yet. New domains need to get indexed. The content itself can take some time before gaining a top placement. After the site has aged and gained trust, new posts can quickly earn a top search position with the right promotion.<\/p>\n

Building trust factors through garnering links via social media, directories and other authoritative sources<\/a> can improve trust and speed up the process. Don\u2019t skip the steps of setting up Google Analytics, Google Search Console and submitting the site map.<\/p>\n

3. Garner Authority<\/h3>\n

Authority is a factor that encompasses several different elements. I mentioned a few above \u2013 expertise and trustworthiness. In fact, you can\u2019t build authority without them.<\/p>\n

SEO tools like Majestic, Moz and Ahrefs offer individual authority metrics that give an indication of the way the search engines view a site. Typically, these parameters will include page and domain authority, backlink profile, social media shares, and internal linking.<\/p>\n

All of those are so important that a business must complete an SEO audit<\/a> to study them periodically.<\/p>\n

4. Backlink Relevance<\/h3>\n

Relevance is becoming increasingly important, as Google and the other search engines can detect the topical content of a site and a page. If the site is in the fitness niche, for example, gaining most of the backlinks from business-focused sites could cause issues. Every site has backlinks from broader sites like Facebook and Twitter, but the backlink profile is expected to contain a good proportion of relevant sites and pages with appropriate surrounding content.<\/p>\n

5. The Age of the Backlink<\/h3>\n

A new backlink won’t have the same level of power as an aged one. Therefore, ensuring the business continually builds backlinks will allow the continual building of trust. Backlinks get ignored or removed, particularly if they are low quality, so avoid quick and easy links that don’t last. As the quality backlink ages, the authority of the linking page improves.<\/p>\n

Don\u2019t be afraid to disavow a backlink that is of low quality. The backlink profile needs to built up based on quality, not quantity.<\/p>\n

6. Security is a Priority<\/h3>\n

Sites and servers can be hacked, putting visitor security at risk of being compromised. If the site gains a reputation as a security threat, the site could suffer a penalty, impacting search engine placement. Google is known for blacklisting domain names until they resolve security issues.<\/p>\n