A lot of marketing revolves around getting people to trust your brand.
But it's not just customers you need to trust your website.
It's also Google's search engine.
One of the ranking factors they use is labeled “trust.”
This consists of several factors that, together, give the search engine an “idea” of whether your site is a trustworthy, legitimate resource or not.
This might be one of the factors behind the “Google sandbox” effect, where new websites won't rank for several months.
Longevity indicates that your site is legit, as do a few other things like the relevance of your content.
So how do you establish the kind of “authority” Google needs to trust you? In a recent Entrepreneur article, the author explains the three core components of search engine “trust.”
Three core components of trust.
In total, there are there core components to Google's trust.
When it comes to learning and understanding SEO, the better you can apply everything you do to this fundamental understanding, the more likely you are to succeed:
1. Indexed age.
Think about this for a moment.
In any relationship, the longer you know the other person, the more trust can develop.
As long as that person is fair with you and doesn't do anything underhanded or downright wrong, your trust will naturally increase.
Google works the same way.
When we talk about trust through age, we're talking about the indexed age (i.e. the time since Google originally found you).
But, more importantly, what happened over the time since Google discovered your site or page.
The content is crucial.
How well written that content is and how much it brings value to the searcher is paramount to its success on Google's SERPs.
Many of the 12 immutable laws of online search that you'll see are founded on this trust component.
Go out of your way to consistently create detailed content that brings enormous value to the end user, and you'll be on your way to dominating search.
Authority relates to the link profile of any site. But not just the number of links.
That bears little importance.
It's about the quality of those links and how many of them were discovered over time.
Was it unnatural or organic?
Are the links coming from trusted sources with good IP diversity (i.e. from around the world) or do they continually come from one source?
Authority is created over time. It can't be rushed.
You can find more helpful tips for driving traffic to your website over at Entrepreneur.