PageRank, the famous formula the founders of Google invented, certainly isn’t the only measure they take when ranking pages in the top ten search results.
Trust is getting increasingly important, and most of the recent Google updates have hit spammy and obscure websites. TrustRank is a way for Google to see whether your site is legit or not. For example, if you look like a big brand, Google is likely to trust you. Quality backlinks from authoritative sites (like .edu or .gov domains) also help.
Elements of Trust on Your Site
Now, there are three parts to building trust: authority, bounce rate, and domain age.
Google determines the overall authority of your site by a mix of two kinds of authority you can build:
- Domain authority, which has to do with how widespread your domain name is. Coca-cola.com is very authoritative, for example, because everyone has heard of it.
- Page authority, which relates to how authoritative the content of a single page (for example, a blog post) is.
You can use this tool to check your authority on a scale of 1-100.
Two other popular authority metrics are the domain and page authority numbers from Moz.
Moz also bases this score out of 100, but it’s a weighted scale.
That means it’s relatively easy to go from 0-20. However, anything over 50-60 is pretty high, and 80-90 is often the highest in a particular industry.
Your bounce rate is simply a measure of how many people view only one page on your site before immediately leaving again.
Content, loading times, usability, and attracting the right readers are all part of decreasing your bounce rate. The math is simple—the right readers will spend more time on a site that loads fast, looks good, and has great content.
Video is another great way to do so, but you need your video content to stand out and deliver. Most importantly, your content needs to provide what the reader expects. They need to land on your page and get exactly what they wanted as soon as possible. If you can do that, most people will stay on the site long enough, which will tell Google your site is topically relevant.
Sometimes the most respected person in the room is the oldest right? The same goes for the internet. If a website has been around for a while, producing consistent content and doing so in a way that is pleasing to the search engines, it’ll rank higher than a new site no matter what.
3 Tips to Build More Trust
Here are some of my best tips to help you build more trust on your site:
- Be patient: Trust isn’t something that happens overnight. Sometimes, you just need to be patient and realize Google isn’t in any hurry to crawl your site. One way you can get them to do it sooner is by making slight changes on the site and requesting indexing in Google Search Console. This will push Google to act, but it still doesn’t guarantee anything.
- Understand intent: A big part of SEO marketing is understanding what users want, not what you want them to want. When someone searches for something in Google, they’re looking to accomplish something. If you provide that solution, make sure you provide the whole solution; otherwise, they’ll get to your site, realize it’s not good enough, and move on.
- Give them what they want: One great tip to prevent users from bouncing is to give them what they want as soon as they land on your site. Most people aren’t looking to read an entire article, instead, they want an answer, and the sooner you give it to them, the better.