If you want a successful blog or website you must develop a level of trust and author rank. In this case, there are so many blogs and websites out there, but yet there are a few that will stick out because of their level of importance. Let’s see what trust and authority is according to Google and see how you can really develop this…
“To be true to ourselves, we must be true to others. We will not behave in foreign places so as to violate our rules and standards here at home, for we know that the trust which our Nation earns is essential to our strength.” ~ James Earl Carter, Jr.
How would you build trust in a large community like the Web?
This has been a question that’s been hovering over us for as long as a lot of us have been doing business on the web.
A lot of us ask ourselves, how can we stick out, or even be notice in this big arena?
It’s almost as if we’re a freshman in high school trying to make our way in a new era in our lives. We all want to have some type of popularity and have some type of respect, right?
We look at some other blogs and they have so many comments, they have a great alexa rating as well as a great PageRank score. And we ask ourselves, could we achieve this?
Many of you have heard the cliche “people have to know, like and trust you before they do any business with you”. This is very true.
Why would you take a chance to buy from a stranger?
Especially a stranger that’s online. We are more skeptical when it comes to buying from someone online…. unless….
We get a great recommendation from someone we already trust.. or
We are very familiar with the product or service and we are ready to buy.. or
Yes, the know, like, or trust factor.
But what if you’re only options is to get people to know, like or trust you? What can you do to start off the connection and go from there?
Well in the past online marketing has been a lot less secure, and you would purchase anything at your own risk. But since Google+ came out, Google has been making a lot of effort to make it more secure for people to purchase online.
Let’s see where we came from as far as online marketing and see where we are now.
I’m finding some interesting things from reading Google Semantic Search by David Amerland. Especially for the fact that “anonymity” was the norm some years ago.
How many of you can honestly say that you didn’t want to put out “too much” information about yourself, although you were trying to build a home business?
If this was you, how far did you get?
Judging myself for being this way, I can honestly say I didn’t get too far at all.
As a matter of fact, I did get leads, but no sales. I believe the reason why I got leads was because I was marketing for someone else who was more than willing to put their own selves out there on the internet.
The only people to me that were actually building their home business at the time were those that were in close-nit communities.
If you’ve been blogging online since early 2011, do you remember Blogging Tribes on Facebook?
With this strategy, you can build a great reputation for yourself amongst the members and also get some feedback.
Also from what I was reading, there was the issue of identity. Who was who? Where did they come from? What do they do? etc…
Well to solve this issue, back in 2003 the Xhtml Friends Network (XFN) came about. In this platform you can use hyperlinks to identify people using attributes such as rel=friend, rel=brother, rel=mother so this will give people some kind of awareness of who are behind the websites.
The one memorable reputation that XFN was known for that we use today was the author meta tag. In this since, the person can be recognize for whatever web page that they worked on.
The problem with XFN was that you had to have a certain level of programming/technical skills in order to make this work. And as you know, the majority of people that come on the web do not have these skills and/or don’t have the interest. They just want to build their home businesses.
Another problem of how online marketing was like the wild, wild west was that you took your chances when you made purchases. Although I may buy someone with the username “JennyWilliams1981”, there was almost always a chance that you didn’t know this person. If there was a bad transaction, then Jenny could change her name and create another username selling the same product or a different one.
So although more and more people were getting on the web, the fact of trust wasn’t emphasized strong enough. That was until Google+ made it a trend to use your real name, photographs, and whatever other personal details you may have.
It started in August 2005 with the U.S. Patent Application 20070033168. In this Google’s intention is to rank content based on who placed it and who they were.
Now although Facebook had a real name policy, after they went public in 2012, facebook reported that they had over 83 million fake profiles. The wild west of course was still a problem after Google’s Patent.
So in order to solved the identity problem, giving your real name had to be voluntary and at the same time individuals will have the incentive of some personal gain coming from Google.
Here comes the black hatters!
These people would use methods to cheat their way in order to get some personal gain, which would be having authority on the web by gaining trust from others and generating traffic.
Before Google Semantic, static websites and blogs ranks were calculated through the use of PageRank (PR), named after Larry Page. This was a link analysis algorithm that assigned a specific numerical value to a set of websites based on importance.
From the book Google Semantic Search David Amerland describes what each link Google took into account:
- The topical relevance of the website providing the link
- The placement on the page of the link
- The anchor text used to link from
- The importance of the page that provided the link
- The age of the website
- The age of the page
- The age of the link
This is just scratching the surface of what Google was looking for. Google used over 200 signals to check the accuracy of the results it got, made sure that no one was gaming the system, and to made sure each website was valid.
But of course this didn’t stop a lot of people. Like I mentioned before, a lot of people used different cheating methods, also know as black hat methods, to work around the system to get the most out of Google as well as other search engines.
Now going back to Google’s Patent and the mishaps that were going on within the web, Google+ was created. It was primarily created as an identity service for people to use their real names and other information in order to build their businesses.
Amit Singhal, Google’s search chief, stated “A good product can only be built where we understand who’s who and who is related to whom. Relationships are also important alongside content. To build a good product, we have to do all types of processing. But fundamentally, its not just about content. It’s about identity, relationships and content.”
Just from this statement and all that’s been going on within the world wide web I can definitely see why the Google came out with algorithms such as Hummingbird and Penguin
Another problem that came about which XFN failed at fixing, was that a lot of content was being stolen. According to the book, the reason why XFN failed at this was because there was no incentive for the individual creating the content for verification purposes.
For this reasoning, from Google’s Patent 20070033168 came what is known as Author Rank. Author Rank assigns a value to a content creator and uses this data to further rank or not. According to the book we can assume that they rank based on:
- Who created the content
- What else that person has created in the past
- The content creator’s social media connections
- The content creator’s online activity with further content
- The content creators interaction with other people
- How the content this person created was received in a social media setting
- The contents quality, authority, and originality
- The content stylistics (length of paragraphs, images, use of headings, subheadings, etc.)
Google also uses Google+ to cross-reference with sites like Facebook, Twitter, LinkedIn, etc.. to gather as much information about each individual for their “identity’s sake”.
This information is called by Google “The Social Signal”. It measures influence, reach and the quality of connections made. It calculates each individual’s reputation, giving each one a score which in turn gives how much they can be trusted.
With Author Rank and Trust you can definitely start to see the results you want, making conversions of those you engage with into paying customers at your website or blog.
Another feature that was added, was google+’s Verified Authorship. This feature convince those online marketers, bloggers, and authors to play the online game of identity. It allows for all of us to really take advantage of Google Search to market ourselves with a picture of ourselves and a summary of each content we have written. For more information on Authorship you can go to https://plus.google.com/authorship
Although a lot of us bloggers have been slapped with all the updates Google has been doing within the past couple of years, just from what I’ve been reading, I can see more clearly why they’re doing this. There was a big problem in the past, but with Google’s trust and author rank, a lot of problems have been resolved. I see for all of us that this is a great incentive by making the web more secure and at the same time enjoying the benefits of the fairness it provides.
Now It’s Your Turn!
How do you feel about Google+’s way of handling things on the web? Do you like the Trust and Author Rank factor? If not, what don’t you like about it? If so, what do you like about it and what have you gained from it? Please share your comments below and share this post with your friends! I look forward to read them!
TO YOUR SUCCESS!!!