Google is all about trust. Who knows, maybe they were in a bad relationship, but
if you want to rank well with Google, you need to be trustworthy. And let me
make the bold assumption that you are currently not trustworthy (most sites are
not especially new sites).
So how do you get Google to trust you? The most obvious answer, and most
commonly quoted answer, is to get inbound links from trustworthy sites. Any
webmaster who has been around the block a couple of times knows that this is a
bit of a catch-22. Sites that are high in Google's trust typically do not just
hand out links to small startups those go to sites that are already established.
Unfortunately, while this is probably the most frustrating answer you can
receive, it is also the lions share of building trust with Google. There are,
however, a few other things you can do to help Google trust you more. While
having these things may not rocket your site to the top of the rankings, they
will bring you closer to finding a good relationship with Google.
Define a Privacy Policy
A privacy policy is a page that explains to your users what information is
collected, how it is being used, and what options they have to access or change
that collected information. It may be a bit ironic that a major search engine
would place any emphasis on privacy in light of the recent AOL data release
scandal, but having a privacy policy in place shows a certain level of
trustworthiness.
This may seem like a very small step when we look at the big picture, but keep
in mind that Google is looking for responsible and reliable websites to send
their users to. A privacy policy, while non-consequential for many websites,
shows an attention to detail and a sense of responsibility to user's privacy.
You should always offer some sort of contact information on your site. At a
minimum, you should offer an email address (I was surprised at how many websites
specifically blogs did not offer any contact information at all). If possible,
you should include your address and a telephone number where people can contact
you. Of course, if the only phone number you have is your home phone number,
this may not be the most ideal option
For many small website owners, this is a step that can be quite tricky. Offering
detailed contact information on your site shows that responsibility and
reliability that Google is looking for, but at the same time many small website
owners are not running their websites as a full-time business.
Show Consistency Over Time
This may be the single most important tip in this article. Google has shown an
affinity towards sites that remain consistent in structure, growth, content, and
popularity. At the risk of sounding prosaic, outside of receiving highly trusted
inbound links, the best way to bring Google to trust you is to show Google over
time that you are trustworthy.
Think about your relationship with Google as you would any other relationship.
Relationships take time, they take commitment over time, and trust in a
relationship needs to be cultivated. If you happen to screw up, it takes time to
regain any trust that was lost.
With your website, show Google that you are consistent, that you are dedicated,
and that you actually care. Do not change your website's structure or focus
entirely just because you feel like it. Spend time every day for months, even
years, growing your site and promoting your site. Take the time to make sure it
is as user friendly as possible taking into account issues such as
accessibility. And whatever you do, do not take the chance of trying to cheat on
Google by using a 'shortcut' it can and will set you back in your relationship
several months, if not longer.
It May Not Be the Best Model
Far be it from me to be a Google apologist ? I certainly do not agree with
everything that they do. The move towards a trust-based system is one that has
received both praise and criticism, and both praise and criticism is deserved.
While Google might be doing well in fighting search engine sp@m, they have
simultaneously (if not inadvertently) hurt the small business owner who does not
know any better.
There are many who complain about Google being 'unfair' towards website owners.
Whether or not they really are being unfair is ultimately a moot point, Google
is what Google does. If you choose to continue to care about having quality
rankings in Google, complaining will not bring you higher rankings, adapting to
their changes will.
These days Google wants to know that they can trust you. If you have been around
long enough, they may already trust you, but if you are starting fresh, or if
you have made mistakes in the past, you may have a long road ahead of you to
prove to Google that they should care about your website, and that it is
suitable for their rankings. Keep in mind that high trusted, one way in bound
links will always be the fastest route to rankings, add a privacy policy and
good contact information, follow the typical guidelines that make a site
reliable (see Google's webmaster guidelines), and be consistent with your site.
