I have spent a lot of time over the last few years thinking about trust online. It has, in many ways become the focal point of what I want this blog to become. Most of us are contently neck deep in the technicalities of marketing businesses online and it is very easy to lose sight of the forest for the trees. In the initial incarnation of this blog I want to investigate the lay of the forest, we’ll get to the trees later.
Search, and SEO Blogs in particular are a prime example of the niche, over indulgent hyperbole that clutters so much blogosphere. The internet is awash with tips on what Google are intending to do in their next update, how this will affect rankings, which optimisation techniques will be outlawed and how businesses can expect to get round them. But, it seems to me that very few people actually get to the heart of what we are trying to achieve when optimising the web for search.
It seems silly to spend time trying to understand the meaning of secret algorithms that constantly develop and change. No sooner has somebody figured out a way to trick Google into a higher ranking position then they’ve slammed the door shut and kicked them out of the search listings all together, it all seems a bit futile don’t you think?
In an industry where everything is temporary and things change on a daily basis, it is nice to know that there is one constant that always prevails:
Build trust and you will succeed.
Trust should be the keystone from which you build all of your SEO efforts. Search engines are quickly becoming mathematically-formulated, digital version of your customers. It doesn’t take a genius to see this is the way the major search companies are heading. They have always been open and honest about this move, after all it makes perfect business sense, the better results they deliver, the more customers they’ll get.
There is no need for understanding complicated math formulas, they’re never really has been. Understanding why your customers trust you and encouraging them to do so is a far more sensible thing to spend time and resources on. Once you have this information apply it to your online presence, I’m sure it’ll go a long way to future proofing your business online while helping you to climb the rankings organically, in the correct manor.
SEOs have always reminded me of witches or wizards in the way that they talk about their business, they portray Google as having a bubbling cauldron full of secret potions that, for the right price, you can gain limited access to. Unfortunately that just isn’t the case. Google, and all the other prolific search engines for that matter have always been more than open about the requirements your business needs to conform to in order to be well listed on their service.
Most of what you need to get started is right here in Google’s search engine optimisation guide, and there is a hell of a lot more information available on their blog.
Have a quick read of it if you get a minute, it is pretty straightforward stuff that really does help get to the heart of basic search optimisation and if nothing else, it will also get you fully prepared for the next time you have a meeting with an SEO or digital marketer.