Trust Rank
Alongside Google’s PageRank, the Trust Rank is another algorithm used by Google (and likely other search engines) to assess the quality of websites. As the name implies, it focuses on trustworthiness.
Concept of Trust Rank
The basic idea involves manually identifying a set of websites presumed to provide high-quality content and only linking to similarly high-quality sites. A good example is Wikipedia, known for critically reviewing its outbound links.
Websites linked by this initial trusted set are also considered to be of reasonable quality. Furthermore, sites linked by this second tier are generally expected to offer better content than those receiving no links at all.
How Trust Rank is Passed On
Trust Rank is propagated through backlinks, starting with a small set of trusted websites. The further removed a website is from this core network of trusted sites (estimated to be 100–200 websites in the German-speaking realm), the less trust it inherits. Consequently, the Trust Rank diminishes as more links are required to connect to the original set.
Websites with presumed high Trust Rank, often referred to as authorities, are highly valuable for link-building. Specialized agencies focus on generating backlinks from these authority sites, sometimes via legitimate content marketing strategies or, in some cases, outright purchasing links. However, failing to properly disclose such paid links violates Google’s guidelines and risks penalties.
The Impact of Social Networks
With the rise of social media, the classical Trust Rank has diminished in significance. Social signals, however, can be considered a modern form of trust propagation. The value of these signals depends on the context—business, fashion, entertainment—and varies by factors like demographics, including age, gender, and location.
Factors Influencing Trust Rank
Several factors contribute to a website’s Trust Rank:
- Website Authority: Established credibility within a particular field.
- Domain Age: Older domains with consistent high-quality content tend to earn more trust.
- Content Quality: Unique, valuable, and relevant content is critical for maintaining trust.
Measuring Trust Rank
Trust Rank is measured using tools and methods that analyze a website’s connections and evaluate its trustworthiness based on specific criteria. Common tools include:
- Moz’s Domain Authority (DA)
- Majestic’s Trust Flow
Benefits of a High Trust Rank
A strong Trust Rank provides multiple advantages:
- Improved Search Rankings: Search engines prioritize trustworthy websites.
- Enhanced Credibility: Increases user confidence and engagement.
- Higher Conversions: Builds trust with users, fostering better retention and conversions.
How to Improve Trust Rank
To boost a website’s Trust Rank:
- Build High-Quality Backlinks: Focus on acquiring links from reputable, trustworthy sites.
- Produce Unique, Valuable Content: High-quality, well-researched, and original content is key.
- Enhance Website Security: Protect against malware and other vulnerabilities.
By adhering to these strategies, websites can not only improve their Trust Rank but also enhance their overall online presence and performance.