Does Comprehensive Content Build Trust? - Search Engine Journal

Google's John Mueller talks about the best way to write content and advises what to avoid

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Google’s John Mueller, in an Office-hours hangout, answered a question about the best content for building trust. Mueller encouraged the person asking the question to stop worrying about building trust with Google and offered advice on how to create the best kind of content.

Google and Trust

There is an idea that if Google doesn’t rank a site then it might be because Google doesn’t trust it.

That’s not an unreasonable thing to worry about.

But Google doesn’t really structure its algorithms around trust metrics. Some link related algorithms structure their judgments over whether a site is normal or not-normal, with a not-normal site being one that is trying to manipulate the search rankings, like with paid links or guest posts, that kind of thing.

From outside of Google one can look at the poor performance and reach the conclusion that the site’s not ranking because Google doesn’t trust it.

But it’s not about trust. In the case of links or certain kinds of content it is because the site is a not-normal site.

It looks like Google doesn’t trust it, but it’s something else entirely.

And it’s good that these somewhat advanced SEO concepts are understood because then it...

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