I want to share exactly how I go about earning Google's trust. Because here's the bottom line: when you have Google's trust, they send you traffic, which translates to leads, sales, or whatever it is you're looking to achieve. But every year, Google's algorithms make it harder to rank — essentially making it tougher to prove that I, or any other SEO expert, am more trustworthy than the competition. Let me walk you through the steps I take to build and maintain that trust so my clients stay ahead of the pack.
It's All About Earning Trust: Outrunning the Competition
I think about SEO like running from a bear: you don't have to outrun the bear — just the other people in the race. In SEO terms, I don't need to be the best website in the world; I need to be better than the competitors in that specific market. Whether they're in the same suburb or on the same SERPs, my goal is to outdo them and secure Google's trust in my website's authority.
It's all about that initial trust signal. Google's robots need enough confidence in my site to send over the first batch of visitors. And once they do, those visitors should ideally engage with the content by clicking around, reading, and even converting. It's a double-sided approach: I build trust with Google and the potential users Google is sending.
E-A-T: My Formula for Building Credibility
To gain an edge, I focus on Google's E-A-T principles: expertise, experience, authority, and trust. For me, this framework is the foundation of any effective SEO strategy:
- Expertise: I position myself as an expert by sharing insights, strategies, and knowledge that reflect deep industry understanding.
- Experience: I emphasise my years at this and the number of clients and projects I've successfully managed.
- Authority: I make my site stand out in Google's eyes by earning high-quality backlinks and mentions from reputable sources.
- Trust: I ensure that my site's content and overall structure are useful and accessible so that users and Google consider it reliable.
By proving to Google that I know my stuff, that I've been doing it for years, and that I'm respected in the field, I lay the groundwork for ranking higher. Google takes it from there—they'll A/B test my site in higher positions, analyse how users engage with it, and use that data to decide if my site should keep that rank.
Building Trust On-Site: Crafting a Credible Presence
I've found that building Google's trust starts with what's on the website itself. It's about making the site feel substantial, real, and valuable to visitors. Here are a few ways I do it:
- Showcasing My Work: I don't just tell visitors about my expertise; I show them. For example, I'll showcase case studies, reviews, and portfolios if I've completed thousands of jobs. Each one acts as a mini-proof point that reinforces my experience and authority.
- Writing In-Depth Guides and Blog Posts: High-quality, educational content is necessary. If I'm working with a landscaper, we'll create guides on choosing the right plants for specific climates, or if it's a bricklaying client, we might write about the different types of bricks and where each works best. The content is practical, filled with real insights and my own (or my client's) experiences, making it resonate with users and Google alike.
- An Effective "About Us" Page: I ensure the "About Us" page is complete, detailing who we are, where we're located, and how people can get in touch. It's all about transparency: I include contact numbers, emails, and department information. I also mention my business mission and team details because Google wants to see that there are real, credible people behind the site.
- Author Information: I often include author bios that establish their credentials. This is especially critical in fields like finance or healthcare. For instance, if an accountant writes blog posts, I ensure their bio highlights their years of experience, any awards they've received, and links to their LinkedIn profile. This reinforces credibility and trust in Google's algorithm.
Off-Site Signals: Building Authority with Quality Backlinks
Just as important as what's on the website is what happens off-site. High-quality backlinks are like endorsements; they tell Google that other reputable sites trust mine. Gone are the days when it was about getting as many links as possible. Now, it's all about quality. So, I focus on securing links from respected websites in the same industry, which elevates my site's credibility in Google's eyes.
But there's more to off-site authority than just backlinks. I make sure there are citations and social mentions, too. They contribute to a bigger picture, making Google more inclined to trust the website.
Writing from Experience: Authentic, First-Hand Content
When I create content, I write from a place of experience. Google wants to see genuine insights rather than generic fluff. So, I share specific stories, lessons, and results. If I'm talking about SEO campaigns I've managed, I'll share examples of what worked, what didn't, and what I learned along the way. This adds authenticity to the content and builds credibility with Google. And that's critical because Google has become good at detecting whether a site is truly an authority on a topic.
Structured Data: Making It Easy for Google's Crawler
I also use structured data like schema markup to optimise my site. Schema helps Google understand exactly what each page is about, making it easy for the crawler to navigate. For instance, I'll use schema for my blog posts, author pages, and service descriptions, signalling to Google what they're looking at and helping it categorise content accurately. It's like giving Google's bot a site map — it speeds things up and clarifies everything.
Custom Design for Superior User Experience
Out-of-the-box website themes won't cut it. Whether it's WordPress, Wix, or Squarespace, I usually have to customise the theme to create a standout user experience. My favourite tools are Beaver Builder and Astra, which allow me to build layouts that drive engagement. This customisation is key because Google wants more than just a functional and enjoyable site that users stick around on.
Climbing the SEO Ladder: Small Wins to Big Gains
In local SEO, it's often possible to outrank competitors by focusing on local keywords. When targeting specific geographic terms or niche e-commerce phrases, I can often secure a ranking by proving that my site is trustworthy, relevant, and valuable. And this gives me the foundation to tackle bigger, more competitive keywords over time.
Building trust with Google takes time. It's a journey of creating high-quality content, earning reputable links, and providing an outstanding user experience. These efforts pay off, creating a site that ranks well and truly serves the users it's meant to help.
Final Thoughts: The Path to Google's Trust
Building Google's trust isn't about trying to game the system but proving you're a credible, valuable resource. I ensure my website is filled with expertise, authenticity, and useful content, and I aim to consistently provide more value than competitors. By working on SEO's technical and content aspects, I'm creating something that Google will recognise and reward.
