Document trust outline.
in this document when
we talk of Document Trust we are actually discussing the digital trust between two online documents.
Document trust is a
concept used extensively by search engines to evaluate a number of variables
that would feed back into the search algorithms, as SEOVI (Search Engine Optimization Value Indicators) and have a rather serious impact on search
results.
What most folks forget
is that there has been an awful lot of work going on in the back ground where
the search engines have indexed content, then sent out spiders following each
and every out bound link found in the
document, in turn, and creating a trust
table between the two linked documents. These trust tables are then
consolidated into a single trust table for each of the two ends of the link.
Within the online
marketing industry web pages, blog posts and social media posts are each
considered as documents, then there is the plethora of true documents that
are available to the public within the
online environment such as but not
limited to
·
PDF
files
·
images
files
·
video
files
·
office
documentation
·
spread
sheets
·
price
lists or product lists
·
data
base files
When an end user of the
search engine places a search query, the search engines such as Google, Yandex,
Bing or MSN, they receive an answer within fractions of a second, and it seems
like magic.
The judicial use of the
many HTML attributes that are available is essential here, as things like, but
not limited to the list below will all
add different trust values to the documents at each end of the link in many
strange and devious ways. Also remember to evaluate the content of the
HEAD SECTION of blogs and web pages that you own and manage, as many of the
issues listed in the list below can be
added to the head section of a page, as well as being used as an attribute
within the HTML code of specific out
bound links with very good impacts on your SERP's (Search Engine Results
Pages).
·
REL
= AUTHOR
·
REL
= PUBLISHER
·
REL
= CANONICAL
·
REL
= NO FOLLOW
·
REL
= NO INDEX
·
TITLE
= XXXXXXX
·
DESCRIPTION
= XXXXXXXXX
·
KEYWORDS
= XXXXXXXXX
·
ALT
= XXXXXXX
many of these HTML
attributes can also be added to the EXIF DATA of documents such as but not
limited to
·
image
files
·
video
files
·
text
files
·
PDF
files
·
spread
sheets
·
price
lists
·
product
catalogues
EXIF data when present
in embedded files, such as but not limited to images, videos, audio or text
files, has a very large and highly positive impact on many different aspects of
the document trust table for any two online documents. The inclusion of things
like the REL = AUTHOR, REL = NO INDEX and REL = PUBLISHER allow the search
engine to include the great value that comes along with author expertise and
specific subject matter accreditation due to the depth of the semantic foot
prints of both authors and publishers.
These issues add great trust value to specific sections of both
documents, which improve your over all rankings in the SERP's.
The content and context
of each document is evaluated and compared for semantic matching directly
between the two separate documents. The
next step is to compare the semantic matching between the lists of linked pages
(out bound links only) for each page separately, creating two new trust tables
that include data from all out bound links in each of the two documents in
question and then comparing the two documents in question for semantic matching
so that the search engines may determine if the out bound link has any value to
the end user, specifically from the point of view of expanding the conversation
or adding depth to a specific topic.
The depth and breadth
of semantic matching between the two documents in question, and the other documents that they link
to, is also a major trust factor issue,
and how this matches up with any author or publisher semantic footprints is
included in the trust based issues that search engines are looking at post
HUMMING BIRD.
Document trust has
always been an issue with search engines, and document trust has been used
quite extensively in a number of sneaky and devious ways to establish algorithms
like PANDA and PENGUIN which are in
place to add negative trust signals to pages and documents that are marketed in ways that step outside
of the rules which search engines expect publishers to abide by. Those algorithms which add positive trust
factors are not discussed openly by the staff at search engines, as this would
give the black hat search industry a heads up of where and how they may game
the system. Those algorithms which have
a negative impact are discussed at great length, in many forums, so that the
public may know what SEO and other
online marketing tactics to avoid or
suffer the consequences.
Within the human
environment there is intuition and gut feelings that have a very large
influence on interpersonal trust, however within the online search environment
where machines evaluate online documents through the use of algorithms there is
no such tool for the search engine to use.
Search engines rely extensively on links between documents to connect
the dots between different digital entities, and then understand the context
and intentions of each specific document as best they can. The more inbound links a document acquires
over time the bigger the data pool that is available to a search engine to
correctly determine the purpose, aims, objectives and intent of your online
content. That being said, you still need
to avoid link farms and other black hat link building tactics, because inbound
links from documents that have nothing in common with your online content can,
and will hurt your trust factors significantly.
This is the main reason
that content marketing as an SEO tool and tactic is so valuable. Content
marketing allows you the luxury of expanding the conversation in meaningful
ways, and the ability to include a host of extra trust signals in the form of
but not limited to the list below...
·
author
signals
·
publisher
signals
·
semantic
matching
·
context
alignment
·
purpose
clarification
·
intention
definitions
·
audience
identification
It is thus important
that when you do your content marketing, you take these document trust signals
into account and use them wisely. Avoid
spamy forums, communities and groups that discuss wide range of divergent
topics, and try to find focused niche areas where you can do your content
marketing in ways that fit into the platform where you are doing your content
marketing. Be sure that the areas where
you do your content marketing have a high semantic or context correlation with
your online work whenever you can. Using
a social media business profile and keeping the content there focused on your
niche target market topics is essential.
Keeping conversations active by replying to comments and placing
relevant links to expand the conversation within the comment stream of all your
social media activity is a very important part of your trust factor development
strategies that needs you attention, as this boosts your trust factors in many
strange and interesting ways.
Generating digital
trust for your online content is not an easy task, as it is made up of a very
large collection of many small tasks, some of which seem rather mundane and
irrelevant AS TRUST SIGNALS. These small
things make up the bulk of the trust factors that search engines use when evaluating
your online content, so take care to understand the value of digital trust and
how it is acquired or destroyed through your supplemental marketing and the
areas that you may use for your supplemental marketing.