How Trust Can Increase Your Rankings on Google Search

We know that the internet is a complex place, yet almost everyone understands how to search for the information they’re after.

From desktops to smartphones and tablets, we’re all experts at searching, but, how many of us know how to dominate Google’s search engine results pages (SERPs) to appear for what our audience is looking for? The answer is – not many!

Now, online search is a murky world for those looking to be found at the top of Google’s SERPs but, as a digital agency specialising in SEO, we’ve come to understand the ins-and-outs of what makes search engines tick.

The truth? It can honestly be boiled down to a few fundamental components, one of them being trust. Experienced SEO’ers will know the importance of trust when it comes to seeing the bigger picture of optimising your site for your audience. Those ‘How To’ SEO tutorials that dont mention the importance of trust, fall short of seeking quality, sites that stand the test of time.

The Importance of Trust

In the real world, trust is central to life itself. It’s the basis for relationships and the bedrock for success. So, what does this have to do with SEO? In short, absolutely everything! Without trust, you’re not getting very far.

Focusing on building trust, as opposed to trying to bend and break the rules, is the best way to get ahead when it comes to SEO. That way, you rise above the ever-changing rules of Google’s algorithm, which is getting increasingly better at finding people who are looking for shortcuts.

If you’re not doing everything you can for the long-game, you’re more than likely wasting time and resources for short-term gains in rankings, but you won’t be future proof. And that’s the goal – to become future proof.

If you do go down the ‘short-term gains route’ you’re more likely to create more work for yourself further down the line, as Google will see your domain as untrustworthy, meaning you will then have to work to gain that trust back, before building that trust up to out-perform your competitors.

The Three Core Components of Trust

There are three core components to gaining the trust of Google. 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!


Good, quality content is crucial. How well written that the content is, how in-depth that content is and how much it brings value to the searcher, is paramount to its success on Google SERPs. It’s important to go out of your way to continuously create detailed content that brings enormous value to the end user, and you’ll be well on your way to dominating the SERPs.

Indexed Age

When it comes to relationships, the longer you know the other person, the more trust can develop. As long as the person is fair with you and doesn’t do anything wrong or underhand, your trust will naturally increase. Now what if I told you that Google works in the same way?

When we talk about trust through age, we’re talking about the indexed age of a page (e.g. the time since Google originally found you, but more importantly, what has happened since Google first discovered your website or page.


Authority relates to the link profile of any site, but not just the number of links, that bears little importance. It’s about quality 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? Do they continually come from one source? Authority is created over time and cannot be rushed. Quality links from relevant external sources acts as a trust signal to Google. The more of these your site or page has, the more Google sees how others trust your knowledge, thus trusts you more.

Building up trust in your website

If you’re new to the world of search, this may seem a little daunting and overwhelming, however, it is certainly a journey worth embarking on! Building trust in your site and domain is the single best thing you can do for the longevity of your online business. Standing the test of time and beating Google’s quality vetting systems that remove spam, are only going to help you grow your business and succeed online.

Contact us for help

If you’re not sure, or would like some help with this, our team are more than happy to apply their expertise to your site and help you gain that trust with quality content. Taking your knowledge and applying to your audience is what we do, so let us know by calling us on; 01642 931 380 or email us at;

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