September 6, 2010

Google applies a “trust rank” to websites that are using search engine optimization techniques in order to rise in the search results. It shows how much Google trusts both the relevance and authenticity of a given website or web page. Good link building, for example, shows Google that your website is relevant to its primary subject or service and your trust rank will rise. To improve your Google trust rank, you will not have to do anything wildly different to what you are doing in terms of SEO now. This is because the two are not mutually exclusive. The best way to improve your trust rank has already been mentioned, by link building, however, just having a lot of links to your site is not enough. Google will also look at the sites from which you are getting links from for their relevancy to your site and the rank they also hold. The more relevant a site the more a link from that site is worth. When most people go about link building they will usually ignore the importance of quality links, many people simply look at a link as a link and go for quantity over quality. This is the wrong way to go about link building, the main aim for successful link building is to get some from ‘authority’ sites, these are sites that have a high Google rank and a high trust rank themselves, an authority site link is worth more than many irrelevant site links. Authoritative back links from places such as top educational websites, Government sites, news portals, and other popular expert websites are the types of sites you want to aim for when link building. But again, similar topic, content or services matter, Google can actually spot irrelevant link building. So just trying to get links from big, popular websites with high trust rankings will not work, it will actually make your SEO less effective. SEO techniques simply are not that black and white, Google and many other search engines have a bevy of complex analytics and algorithms in place to ensure that search results are relevant to users. In addition, factors like your domain’s age and how long it’s been registered, keywords, relevancy of pages, and your site overall are incorporated into your trust ranking. It is believed that Google tends to keep records of a few of these various trust rank measurements for a certain amount of time to be able to continue comparing what they find about your site. This way they are able to offer up a realistic trust rank for each and everyone of your pages.

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