Why is it important that your local business website is trusted and by whom?

In this article, we’ll look more in-depth into why and how your website should be trusted, and why it’s important.

Who Should Your Website Be Trusted By?

Well there’s two very important parties:

  1. Consumers
  2. Search Engines

Both of these parties go hand in hand when it comes down to trusting your website.

Why Is It Important?

If you want to get your local website onto the first page of Google, long gone are the days where your potential audience can just ‘find you’.

In this day and age you must deploy strategies to help build trust with both consumers and search engines alike.

Why Your Content Is Key

You’ll hear this over and over again, but good quality content really is key. If you are providing content that your target audience is looking for, you are seen as the expert in your field, therefore ensuring trust.

Many years ago, the overall strategy was to write for the search engines, that is no longer the case. You must write with your audience in mind, not for the search engines as this will just look too ‘spammy’.

So how is your content evaluated?

Human ‘quality raters’ evaluate online content based on a 164 page guideline, the feedback of which is then provided back to Google.

This feedback is then used to improve Google’s algorithms of which there are many.

Keeping It Relevant

We’ve talked about why content is key, but bear in mind, you must absolutely keep the content relevant to your business.

When getting backlinks from other sites, if your niche is in the fitness industry, you don’t want to be getting links from the wedding industry for example.

It may seem like common sense, but many people think that any link going to their website will help improve their website rankings and trust which couldn’t be more wrong, in fact the opposite is true, unfortunately this could damage trust rather than help it.

Why The Authority Of Your Website Is Important

Although key, your website content is not the only factor when it comes down to trust.

Authority is essential, and how your site is perceived by other authoritative websites is extremely important.

Therefore in order to establish the authority of your website you’ll want to be tracking metrics such as:

  • Social media shares
  • Internal linking
  • Backlinks
  • Domain authority
  • Page evaluation

Tracking Metrics

So how do you track these metrics? You can use tools like:

Moz

Moz builds tools that make SEO, inbound marketing, link building, and content marketing easy.

More information on Moz can be found at: https://moz.com/

SEMrush

Known as an all-in-one marketing toolkit for digital marketing professionals, SEMrush is a SEO and search analytics software.

More information on SEMrush can be found at: https://www.semrush.com/

Majestic

Majestic is the planet’s largest link index database encompassing many different tools.

More information on Majestic can be found at: https://majestic.com/

Ahrefs

Ahrefs is a competitor research tools & SEO backlink checker.

More information on Ahrefs can be found at: https://ahrefs.com/

These SEO tools can provide a good indication of how search engines view your website, and much more useful information.

Other Essential Website Metrics

It’s also worth tracking the following metrics for your own use to ensure you know everything that’s happening on your website:

  • Number of visitors and where they originate from
  • Demographics of visitors
  • Mobile traffic vs. desktop traffic
  • Page load time / speed
  • Conversion rate
  • Click-through rate of CTAs
  • Top landing pages
  • Top referral domains
  • Retention rate

It’s worth noting, the more you know about your website, the more of an expert you will become with your consumers.

Gaining Trust With A New Website

Bear in mind, newer websites can take some time to appear in the search engine results as there is no trust currently in place, however, luckily there are tools that can help speed up the indexing process such as:

  • Google Analytics
  • Google Search Console

Submission of the websites site map will also help the indexing process.

The tools above will help us to understand why a consumer visits a certain website and how they interact with it, but bear in mind continual optimization is required hence why these tools are so valuable.

You can also improve trust by getting links from authoritative sites like:

  • Social networks
  • Directories
  • Other sources

Lock Down Your Security

It goes without saying to ensure trust, security is crucial not only to consumers, but to the search engines too.

So how do you ensure the security on your website, here’s a few tips:

  • Have a security certificate (SSL certificate)
  • Ensure your site loads with HTTPS
  • Monitor your website regularly to avoid hackers

Lacking security on your website could have a serious impact to both parties as follows:

Consumers

Lacking security could put the consumer in a vulnerable position by risking viruses being spread throughout your website.

Search Engines

Any gap in security could essentially demote your website in the search engines, so don’t skip this crucial element.

Our Thoughts…

In this article, we’ve looked at why your local website should be trusted and by whom.

There are many factors you should consider, but by following the ones we have mentioned here, you will be well on your way to building trust with your consumers and search engines alike.

Further Reading…

If you use WordPress, or are thinking about using WordPress to build your website, in the following article, ”WordPress Websites – 5 Best Practices For Local SEO”, we’ll discuss the best practices for local SEO.