How to illustrate trustworthiness to googles search engine

by Dean Barker

Google is constantly in a war against spammers, hacked content and scammers. Google has to regularly update its algorithm to detect and remove “poor” content. Enviably, this means genuine, but perhaps not the greatest content can be down graded or removed simply based on accidentally matching the metrics of the new spam hunting update. One of the latest updates has been on the search result titles, explained in more detail at Google Search central here. Currently Google, as usual, has not released clear analytical guidelines on this so it’s causing a bit of chaos.  Many a small business can be completely wiped out even though they are only mimicking what other higher ranking websites are doing… really it makes no sense.

I want to show you how to appease the beast called Google and give you some tips on how to prevent getting stung by their spam filter in the future.

According to Google, their algorithm is configured to be user intent centred, which they claim is the case. However, some SEO professionals say that they alter search results in order to enhance their earnings from Google Adwords… but I digress. Googles search database is vast, and google manages it with the help of algorithms,neural nets (so called Artificial intelligence) and machine learning. At scale this is all automated and has limited manual manipulation, such as when they remove non persons (431x J0n35) or views they want to suppress.

How this affects your businesses appearance in search results

As small businesses establish a digital presence on the internet, it is critical that they take this into account. Otherwise, you risk the possibility of Google classifying you as “we don’t know who this is, and we don’t trust them” without you even knowing it. It also means that every potential clients will have a difficult time locating that firm through Google search results. A lack of internet presence has a negative impact on a business ’s success in the long run. So, how can you gain the confidence of a robot, a machine learning system, or an artificial intelligence search engine?

Many of the actions involved are rather straightforward.

To back it up, be real, be human, and be trustworthy.

While it’s hard to say how we’ve gotten to where we are today, we’re sure that many of the steps we’ve incorporated into our processes originated because we asked the question, “Would a genuine business do this?”. I found that many organisations have overlooked Google’s SERP (search engine result page) rankings in order to truly understand their website’s or Digital marketing performance.

There is a reason why Google places them at the top of their search engine’s results pages. He or she believes they can be relied upon as a credible and valuable source for the information that users seek. It is critical to uncover any probable indicators as to why this would be the case in the first place. It’s a good idea to start by imagining yourself in the shoes of your ideal customer, who is searching for solutions to problems that you can assist them with on Google. Make a note of the search terms you used and print out a list of the local businesses that came up in the results.

Analyze the top results and their technical metrics

We recommend using tools such as: Cora SEO Tool, Page optimizer pro to crawl the top results and gather and table all the results for you.  These two tools will also give you statistics on how many keywords, titles, links etc each page has.

You can from here robotically match the results on your website or better yet, put yourself in your customers shoes and customise it instead of doing the paint by number spamming method which after all is what might have got you in trouble in the first place. Planning is best and we recommend creating a list of everything you notice you need to improve on. We recommend looking at what you are lacking first rather than improving what you already have.

SEO experts look for what you are lacking first

seo expertsInstead of working on things you have done right to make them better first. We say look for things you are missing completely first. Starting with the basics first.

Website basics that are often overlooked

A clear and complete “about” page that includes the business owner’s profile images and allows users to engage with the company on a personal level. It may be worthwhile to include social media links for your LinkedIn profiles, as well as any other relevant pages, on your website.

Small firms are fascinating to study. They usually have a compelling motive for doing so, as well as a compelling tale about how and why they got started. Create personality in order to break down the corporate facade and allow the customer to relate on a more personal level.

Ensure that users can quickly contact and locate your company by providing detailed contact information on your website. Include information such as business hours, phone numbers, customer service information, address/store information, and geographical specifics in your website. Instead of using a free email address from a popular service such as Yahoo, Gmail, or Hotmail, try to use one that is associated with your website domain.

Inform visitors with valuable information such as FAQs, any customer testimonials, terms of service agreements, privacy policies, portfolios, press/media publications, and videos. Provide anything that demonstrates that an attempt is being made to ensure that users have a positive experience.

It all boils down to the question of whether or not a legitimate firm would conduct themselves in this manner.

Consider your website to be a digital centre for all of your company’s online business information. Everything that is done or created online in relation to the business should be linked back to the website or presented on the website in some way.

Note: We recommend building out accounts on as many social media channels as you can. If for no other reason than to protect your brand.  I is also a great idea to put some effort into ranking and branding all these entities online. This is very good practice and great protection against any reputational attack from customer gone crazy to dirty dog competitor tactics.

Finding ways to tie everything together is always a smart idea because Google appreciates consistent and reliable information. The fact that it can be verified via phone, email, or address is even better because it is far more difficult to check these things if you are not a human.

Making a digital footprint for your company on the web can assist Google in validating the information you are providing them with. That isn’t nearly as complicated as it appears.

What type of Digital foot print does your business leave online

business digital foot printA good place to start is by taking advantage of Google My Business, which is a tool created by Google expressly for small and medium-sized enterprises. In most cases, verification of ownership is required by sending a postcard to the business address including a verification number in order to authenticate the listing and prevent it from being removed.

A range of different sources of information about the company is something that Google is looking for as part of its search for information.

You can accomplish this by:

  • It is possible to be listed in widely-known online local directories such as Yelp or Yellow Pages, as well as other industry specific directories.
  • Developing and maintaining a brand presence across important social media channels.
  • Obtaining a listing with the local Chamber of Commerce or on industry-specific websites

All of these factors contribute to distinguishing the company from spam and establishing greater trust. Google has indicated that it obtains information on businesses from publicly available data sources. Most spam on the internet is generated automatically, and it is more difficult to conduct many of these things manually than it is to automate them.

Complete and matching details are very important

Common sense really, but if you have old and new addresses, phone numbers across multiple directories, search engines and social media pages not only will customers get confused so will google.  Therefore, incomplete, wrong, repetitive content across your website, directory listings and social media does you no service. Likewise, skimping on the details because they require additional time and effort is a very prevalent occurrence in small enterprises. It’s something I hear all the time, and I get it.

However, the additional work that you do here can mean the difference between receiving a positive ranking response from Google or having your business pages flagged as spam and even removed from the index.


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