When it comes to TrustRank you want to be able to get the best possible score from Google. So how can you achieve this? There are many factors when it comes to trust and in the following post I will give you a definition of TrustRank and how you can build it…
How do you believe that you attracted the current friends that you have?
For one you have some type of common interest.
You may have some mutual friends.
There something about your personality and their’s that attracted each one of you.
You probably share some of the same hobbies.
Each of you are probably very supportive of each other
There’s a certain level of respect for each one of you.
Plus there is a certain level of trust that each one of you built.
For me, it was all of these rolled up in each one of these individuals.
Some of my friends I know well enough like the back of mind hand. I can definitely predict what they’re going to do before they do it many times.
Now that’s a strong connection, don’t you agree?
Can you imagine building this strong of a connection online? How big of a following do you think you would have?
The one thing that’s great about it is the trust that is built. Doesn’t it feel good when you make recommendations that your trusted friends consider and go out their way to do because they trust your judgement and taste?
My last post was about building Trust and Author Rank online, and the steps that Google made in order to increase each individuals identity so that others are more aware of who each person is.
If you haven’t read it yet, I highly recommend it. Here’s a link
Now from David Amerland’s book Google Semantic Search, I like to go into the concept of TrustRank. On my last post, I went into how Google determines your Author Rank by assigning a value to your posts.
The concept of TrustRank is quite similar so that as a result your blog or website will come up more often in a Google search.
When it comes to TrustRank, Symmetry is a keyword!
On the web symmetry affects the trustrank score of websites and blogs. When there is no symmetry, then it’s hard to gain trust.
What do I mean when I say Symmetry?
Here’s an excerpt I got from the book
“Symmetry implies that somehow there is a roughly equivalent amount of mutual gain to be had from the successful completion of the transaction.”
As an example, the author uses the system that EBay uses for symmetry. Within the system the buyer leave comments and feedback which affects the seller’s score.
As far as Google is concerned, they have a Search Quality Evaluation Team. This is a team of people that actually rate web pages and blogs. This is through a search query where they use Google’s algorithms to test how well the algorithms rate each site. When the data is collected, it is sent to Google’s search algorithm engineers to make the necessary adjustments accordingly.
After reading this, that’s when I said “ooooooooh, thats how they came up with Panda and Hummingbird”!
Also mentioned in the book, when you want to established some type of marketing strategies, you’re plans should be:
- The establishing of trust on the Web
- The establishing and safeguarding of reputation on the Web
- The need to closely associate your company or brand with trust and a great reputation.
In order to get this going, In 2009 Google was given patent No.7,603,350 which was authored by Ramanathan Guha which was based on TrustRank. To summarize, Google will base your site’s trustrank value on human interaction with it and the reputation of each person who interacts with it. There will be a role for trust as well as distrust for each site.
Interaction can be done in a number of ways:
- Commenting on Blog Post
- Replying to Comments
- Commenting about a site or blog post on social media
- Resharing content
- Liking or +1ing websites or blog posts
- and much much more…
So as the subtitle of this section suggest, you want to trade value for value. This is true symmetry on the web and this is how you’re going to build trust in Google’s eye.
In order to do this, in Google Semantics you want to establish:
Lets look at these 4 in a little more detail
Authorship – This is done primarily through Google+ and it allows us to claim content that we created. It also establishes the connections we made with others through the internet.
Content – If you want to have some type of authority on the internet, then you want to write content that’s going to be of value to the people you are targeting. This creates a lot of interaction and builds your reputation within that specific market.
Influence – This is when your relationships come full circle. By this time, you start to establish transactional relationships, or in other words sales!
Trust (Credibility) – In the online Google Semantics world, this relates to two words: Attention and Awareness. Attention is labeled as a “scarce commodity” because people are given a short amount of time to notice something and act upon it. When it comes to this, you want to give a “Sense Of Urgency”. Awareness is created when you have been found through Google search or have been discovered through the Knowledge Graph
There’s the one great thing about Social Media and that is it allows you to establish connection, interaction, and a great reputation with little to no cost to you compared to how marketing and establishing your brand was done in previous years.
When it comes to your reputation on the internet, Alexander Bard came up with this equation:
Reputation = Attention x Credibility
The book points out that the building blocks of your reputation on the internet are drawn from Google’s graphs which are:
- Social Graph
- Knowledge Graph
- Link Graph
- Engagement Graph
Lets look further on the purpose of what each one does for us!
Social Graph – it gives the details of the engagement, or interaction of two or more entities on the internet. This could be through groups, pages, blog posts, websites, shared content, etc..
Knowledge Graph – contains as much knowledge of each entity whether it be their websites, business, biography of each person, and so on.
Link Graph – Contains the information collected via PageRank. It shows who links to what and show how the relationship of two entities and the value placed on each one.
Engagement Graph – Keeps track of the engagement between two entities which includes comments, likes, and +1’s. There is a difference between the social graph and the engagement graph. If I connect and link to someone in Google but never mention them afterwards or really have nothing relative to what they do, then I’m in the Social Graph.
So if you want to be control of your online reputation you definitely want to keep each of these Graphs in mind. You are definitely responsible for your success online, and in order for you to satisfy each Graph, here is a TrustRank Checklist that is recommended by the author:
- Identify the digital platforms (facebook, twitter, stumbleupon, topsy, etc.)
- Identify the influencers of each platform
- Detail how you will link up with people within your niche, target market, or company
- Detail your content creation strategy for each platform
- Make sure you ensure consistency of each message you deliver on each platform
- Explain how you will amplify your brand on each platform using your connections
- Give detail data of what you think each Graph contains about you, brand, or company
- Detail how you will track your progress from each Graph in terms of brand equity
- Explain how authorship will benefit your digital presence
- Detail your engagement strategy across each platform you’re active on
Now It’s Your Turn!
Building trust is a process in itself, but if you are following the rules of Google Semantics, then you’ll start to reap the rewards. So how are you building trust? Are you engaging in each digital platform you’re on or just a few? How are you finding influencers? Through sites like Topsy? Through how many comments or shares for each blog? Please share your comments below and share this post with your friends. I look forward to read them!
TO YOUR SUCCESS!!!