As of March of 2022, the internet is home to just under 2 billion websites. And probably less than 1% of them are worth visiting. How do you make sure your business website falls into that 1% bucket? By establishing credibility.
The key to both building trust with online customers and gaining strong rankings in search engines starts with credibility. And when you think about it, it’s not hard to understand how to start establishing that credibility. You have to create content that shows both readers and robots that you’re worth trusting.
Let’s take a closer look at how content sets the tone for your credibility online, as well as how your credibility will affect your SEO efforts. Read on.
SEO experts are not just guessing that search engines consider website credibility in their algorithms and internal processes. There’s documented proof. In fact, Google discusses this topic prominently in its Search Quality Evaluator Guidelines:
To save a few syllables, the “Expertise, Authoritativeness, Trustworthiness” business gets abbreviated to E-A-T. This is just one of many important guidelines and considerations Google applies to its search engine technology and processes, but it’s the most important one that relates to website credibility and SEO.
Basically, E-A-T tells us that Google wants websites to demonstrate the following:
To be clear, content is not the only factor that may affect Google’s perspective on your website’s E-A-T. For example, your backlink profile may play a part in your perceived authoritativeness, and the age of your domain may have an impact on perceived trustworthiness.
However, content will always be one of the most important ways search engines understand and categorize the internet, so it’s more than reasonable to believe that your blog posts and landing pages are one of the key ways to bump up your E-A-T scores. It’s also reasonable to believe that doing so will correlate with a bump up in the rankings.
Despite how it may feel, Google is not the only arbiter of how the internet works. But since we’re talking about credibility here, let’s stick to the players who actually have the authority to discuss how the internet works. In this case, let’s look at what some Stanford researchers have to say.
Years ago, Stanford researchers published the Stanford Guidelines for Web Credibility based on a study of more than 4,500 people over three years. A lot has happened to and on the internet since 2002, when the guidelines were published, but the 10 guidelines they contain still serve as a basic playbook for establishing credibility online.
Let’s look at the Stanford guidelines, as well as how to implement them on your site, one by one:
Great content builds credibility, and credibility leads to not only better search engine rankings, but better relationships with those who visit your website. This is an investment with ROI potential that is hard to overstate.
So, invest in great content — the kind the Hire a Writer team does. We’re ready to create content that will crush your KPIs. Interested? Reach out.
Take a walk through time and around the globe to learn how storytelling shapes humanity.
Humor is an underutilized writing tool.
The TikTok heating feature isn't an urban myth. Here's what you need to know.