Website trust – is a very important concept in search engine optimization. Site trust – it's kind of confidence to a site from search engines, which significantly affects the position of a site in search results. Trust doesn’t quantify (at least explicitly) and assigned to a domain, rather than individual pages.
For example, a page hosted on Wikipedia may be in the top positions in search of a competitive query just if it is mentioned in a text (especially in title) of relevant keywords, in spite of the absence of any . If the same page has been placed on the low trust domain, such a result would have been impossible.
This behavior of the search engines due to the fact that the quality of search results is greatly influenced by reliability of information that users are require. Anyone can post on its website any information, to optimize a page, promote link weight and rely on high positions in the tops but whether the information posted on the page, credible and useful – that is the question.
Wikipedia is constantly moderated by the community of independent moderators that allows search engines refer to the information posted on this site with greater confidence than a simple information site, despite the degree of optimization, both internal and external (on and off page optimization).
The same applies to all official (government or industry) sites, especially located on the respective domains (. edu,. gov, etc.)
So, how does your site can get a good trust? Initially, each search engine has its own list of trust domains that don’t require third-party recommendations (external link) to confirm its trust. Most of them are well-known resources with a quality moderating, done by community (for example, the same as Wikipedia) or organization (for example – Dmoz catalog).
It is quite difficult to link to poor-quality website in Wikipedia. With high probability, such link will be quickly removed. Therefore, Wikipedia links automatically considered quality and increase trust of the recommended site and, consequently, the value of links in it.
Increased site trust is likely to increase its position on all search queries.
Factors affecting trust:
- Website age. The greater website age, the higher trust is.
- Availability of inbound links of trust resources is a fundamental factor affecting website trust.
- Domains that link to your site, as it is not easy to obtain inbound links from some domain areas (for example. edu,. gov) and the presence of such links indicates an increase in confidence to a site.
- Uniqueness of the content. The more unique content on a site, the better it is.
- Traffic. The number of visitors as well as how much time they spend online, the average number of pages and browsing, etc. The higher these parameters, the better it is for trust.
- External links. Natural increase in the number of external links and their variety has positive impact on the diversity of site trust. Fast increase of external links in a short time, especially due to spam resources, negatively taken by search engines and sometimes can reduce trust.
- Outbound links. Outbound links to sites with bad reputation (banned, violation, spam) lower trust. Even just a broken link can reduce trust. The influence of internal factors associated with a site, expressed his trust is much stronger than external ones.
- Buying and selling links. If the search engine identifies your site as buying or selling SEO-links so, trust may drop dramatically.
- Update. Regular updating of a site increases the credibility of search engines.