Guide to Google ranking signals – Part 6: Trust, Authority and Expertise

Guide to Google ranking signals – Part 6: Trust, Authority and Expertise

October 10, 2016 1:00 pm

Last week we revealed the fifth instalment of our full information to Google rating alerts.

It targeting ‘duplicate content material and syndication’ and the sensible methods you’ll be able to guarantee your webpages are passing on PageRank and never being ignored by Google.

This week we dive into belief alerts, paying specific consideration to Google’s Page Quality Rating.

Page Quality Rating

Last yr, Google revealed an in depth doc laying out precisely what it appears for with regards to evaluating your search high quality.

In order to work out your Page Quality Rating, Google takes under consideration the next most necessary elements:

  • Main content material high quality and quantity
  • Website info/details about who’s liable for the website
  • Website fame
  • Expertise, authoritativeness, trustworthiness

We’ve already checked out ‘high quality content material’ in a earlier instalment of this information, so let’s discover the remaining three parts: belief, authority and experience.


As said in our article on what’s an authority web site? An authority web site is a website that’s trusted. It’s trusted by its customers, trusted by business specialists, trusted by different web sites and trusted by search engines.

The power of your authority will finally come right down to the power of your web site’s content material, which we’ve coated in earlier chapters.

There are additionally many different on-website areas the place a website can construct belief and authority…

Site Architecture

B) Your website must have a logical structure. The homepage ought to be accessible always, and all of your classes and subcategories ought to be thematically grouped collectively in your essential navigation.

P) An simply accessible search field will assist the consumer expertise, and assist individuals in search of extra particular info. If a searcher can’t discover a particular web page, be sure that your search outcomes supply one thing in a approach that’s nonetheless related.

O) All your classes ought to be accessible from the primary menu. All your net pages must be labelled with the related classes.


A) Your web site ought to have a simple to find Contact Us web page with an applicable quantity of contact info – emails, enterprise tackle, enterprise telephone quantity.

H) Your Contact Page’s info also needs to match your WHOIS knowledge.

S) An About Us web page explaining your web site’s objective, it’s historical past and together with profiles of your house owners and senior staff will assist engender belief in guests.

A) On each webpage it ought to be clear who’s answerable for the web site (whether or not particular person, organisation or writer) and who created the content material on the web page (the writer).


H) If you’re a enterprise, it might be a good suggestion to start out a weblog in your web site. Not solely will this maintain your website up-to-date with recent content material and encourage repeat visits (and improve the frequency of search engine crawlers), but in addition present that you simply’re a related, reliable enterprise.

S) User evaluations and testimonials that you simply’ve uploaded your self onto a webpage will in all probability be ignored by Google’s Page Quality score.

Instead Google pays consideration to 3rd-social gathering skilled testimonials from unbiased sources – evaluations, references, information articles. Recommendations from skilled societies, are robust proof of very constructive fame.

S) A few destructive buyer critiques aren’t going to have an effect on your Page Quality score an excessive amount of, notably if in case you have hundreds. Customer evaluations additionally are typically checked for his or her content material quite than the precise score itself.

That being stated, you clearly have to rethink your product or customer support if negativity begins to extend.

H) You should embrace a Terms of Service and Privacy Policy explaining your use of cookies.



N) If you purport to be an skilled website, you then’d higher be sure to have specialists writing for you. Even in the event you’re website is an leisure website or style weblog.

To use a couple of of Google’s personal examples:

  • High high quality medical recommendation ought to come from individuals or organizations with applicable medical experience or accreditation. High high quality medical recommendation or info must be written or produced in knowledgeable fashion and must be edited, reviewed, and up to date regularly.
  • High high quality recommendation pages on subjects similar to house transforming or recommendation on parenting points
    also needs to come from “skilled” or skilled sources which customers can belief.
  • High high quality pages on hobbies, corresponding to images or studying to play a guitar, additionally require experience.

Google will routinely verify on the continued high quality of your ‘professional’ website.

10) Don’t fear when you don’t have any formal coaching or schooling in your chosen space, Google will consider the “quantity of life expertise” that makes them an skilled on the subject and can worth this as “on a regular basis experience.”

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