What is Semantic trust and why should you care ?
So to answer this question one first needs to establish the context of the question. This is all about search, and establishing good SERPs.
SERPs or search engine results Pages are the search engines responses to our questions or search queries, and search engine optimization or SEO is the multi disciplinary and collective efforts of your marketing team and their partners, both internal and external, to get favorable results within the online search environment.
SEMANTIC TRUST is the key element used by search engines when they evaluate your online assets with the intention of matching your content with a search query.
Like natural trust within the human population, semantic trust within the SEO environment is an earned thing which can not be purchased.
There are short term semantic trust signals which may be purchased, that survive until extra data is available, which does not support the purchased short term semantic trust signals. Search engines then do a double check, discover that you cheated, and punish your online assets with anti trust markers, causing your online assets to fall out of the SERPs, and in extreme cases banning your domain from appearing in all SERPs. Purchasing semantict trust signals is a BLACK HAT SEO STRATEGY
Semantic trust is a strange and difficult to explain issue , where connection between all online assets is evaluated for contextual similarities, and connectedness as well as similarity in intent and other related semantic linkages.
Semantic trust is a measure of interconnectedness between online assets, and an indication of semantic similarities between online assets.
Now link building needs to be properly understood in terms of semantic trust building. The purpose of link building has new dimensions in the SEO space, as link building can be juxtaposed with semantic trust building. So link building and developing semantic trust need to be seen as one and the same thing, but looked at from different angles.
The follow / no follow attributes within the HTML CODE of links is a helpful tool to inform search engines of the intent of your link in terms of semantic trust building. If the linked page is an advert or other distraction it should be NO FOLLOW . If on the other hand the link expands the conversation in a meaningful manner it should be FOLLOW
Links where the follow / no follow attribute is not present are treated differently to those where this attribute is present. You do need to evaluate the inclusion of this attribute carefully, and only use it when you want specific desired links to carry or not carry semantic trust signals.
Those in the link building game might tell you other stories, but listen, then do your own in-depth evaluation, and decide if you will use the follow / no follow attribute, and why you made this decision.
Remember that Semantic trust is a long-term issue that has zero short term fixes. Just as in human interaction once trust has been violated, it is not easily repaired.
The social media is a very large and powerful semantic trust building tool. Once you realise what search engines have been saying for a long time, about quality signals, and juxtapose Semantic trust with quality signals, you will be able to wrap your mind around the power of adding semantic signals to your online content within the HTML CODE of your online assets.
Here we are talking of things that are very simple to achieve, like adding page titles, page description and keywords. You do need to " BOX CLEVER " and apply your mind carefully here. There are pitfalls and hidden traps that you need to consider and avoid. Keyword spamming will get you into trouble.
Be sure to understand the
Purpose of the content on question
The intentions of the page in question
The aims of the digital asset in question
The objectives of this specific digital entity
Now these four terms, content, page, digital asset and digital entity are all one and the same thing, but viewed and approached from different perspectives. Semantic trust development is much the same, where you get different digital entities to link to the digital asset in question, in a manner that the conversation is expanded, staying on topic, but supplying supporting information or adding to the UX (User eXperience ) in a meaningful manner.
This is stuff most SEO FOLKS understand and use on a daily basis, but do they comprehend that these links need special attention, and wording of social media posts needs to be optimised carefully, taking into account the purpose, Intentions, aims and objectives of the landing page in question.
Now Do not get confused by terminology, coz where the social media link points, it lands, making that page a landing page. This type of landing page must be sepertated from the landing pages that are designed for search engines, though it can be such a landing page.
If your links come from the comment streams of your social media content, then the semantic trust factors can be very positive, and influence many other scores in positive ways. There are many hidden and devious things that happen on the search engine side here that get confusing.
Things like publisher tags, author tags, contributor tags and your unique brand, product or event hashtags all add some degree of hidden semantic trust factors due to other linkages and inbound links from other conversations where contributors, publishers or related digital assets are present.
Semantic trust only really gets attention when it goes 4 or more levels deep within link structures and still remains on topic or can be seen to enhance the conversation adding semanticaly relevant elements that enhance the user experience and information flow patterns.
So level one is your web page or blog post, level two is your initial social media post, level three is the first line shares of your social media post, level four is the comment streams, discussion forums and other places where your online content is discussed.
You need to be part of the discussion, and actively participate, sharing pre defined links with pre planned wording and contextual linkages in mind. Some folks are already doing this, and they are Social media stars, put in place through semantic marketing tactics, some knowingly others not.
Few folks actually grasp the issues discusded here, if you did not, do not fear, as this is new territory, and there are many hidden issues, most of which reveal their secrets with just a little bit of digging.
So you need to do a little research ( digging ) yourself personally. Look up " semantic marketing " using your favourite search engine for other folks insights and tips on how to get good SERPs.