inbound marketing, content marketing, search signals, trust

Future Search Signal: Trustworthiness Based on Factual Truth

I Say “Factual Truth” Because…..

There is such a thing as subjective truth. To illustrate this point consider the question of the glass being half full or half empty.

For those of you who need a refresher on this question, below is the TV commercial from the 60’s that made this question famous.

The factual truth is the glass is full. The bottom half is full of liquid while the top half is full of air, but that’s not the purpose of the exercise. They weren’t recruiting scientists.

In case you haven’t heard this (spot on) joke:

  • The optimist sees the glass as half full.
  • The pessimist sees the glass as half empty.
  • The salesman steers the conversation into the benefits of ice.

But anyway, back to factual truth.

Google’s Knowledge-Based Trust Algorithm

This Knowledge-Based Trust Algorithm update is currently under development. Like Google Authorship it may never be fully implemented, but wouldn’t it be great if it did.

For more details on how the algorithm works, select the link in the prior paragraph.

The basic idea is your search ranking will be affected by how truthful you are. The more true information you present the higher your page will rank. The more false information you present, the lower your page will rank.

For the more Geeky among you, the link below takes you to the current research paper, which is co-authored by 8 Google research scientists.

Knowledge-Based Trust: Estimating the Trustworthiness of Web Sources

What This Means for You

It will only be meaningful if it is implemented, but Google does have a track record of getting things done. Even authorship was active for two years or so.

What this means for you is, you’ll likely benefit from:

  • Making factual statements that are true.
  • Providing references for your factual statements.
  • Avoiding innuendo.

If (and I’m working on the assumption and belief that Google will pull this off) you start doing this now, by the time this algorithm update is rolled out, you’ll be ahead of the game. Your pages will see a ranking increase.

Learn more…

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