5. What Is TrustRank?

Google search is getting smarter, and as it gets smarter it gets more judgmental. The greatest defense against poor search results on the Google search results page is the capability of Google’s semantic search to ascribe a trust value on the results it serves. To do that it requires as much help as you can possibly give it in making the right connections.

In this chapter we examine the concept of TrustRank, how it affects your SEO efforts and what you can do to increase the likelihood of your organization’s website coming up in search.

The Concept of Trust on the Web

In his popular book The Tipping Point, author Malcolm Gladwell looks at the way information flows in social networks based on the associated trust the members ...

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