Credibility,
in website terms, has two separate connotations. It can relate to how a
site is ranked by the search engines, but there is the other side of the
coin too, which is user experience. In reality, neither one is more
important than the other, because the two are inextricably linked.
What Does Online Credibility Mean?
According to Robert Harris, in 'Evaluating Internet Research Sources' (1999), online sources are credible when they display signs of reliability, authenticity and believability. Although he wrote this some thirteen years ago, it is still just as appropriate today.
In his book, 'Persuasive Technology', B.J. Fogg puts it into even simpler terms: "Trustworthiness + Expertise = Credibility". He also goes on to explain that if either factor is flawed, then credibility is damaged.
Ranking Credibility
As a general rule of thumb, websites which enjoy high rankings in the SERPs are considered to have credibility. But which did they achieve first and has one come about because of the other?
It's useful to take Google as an example. Its Page Rank system is intended to give an indication of the 'popularity' of a web page based on the relevance and freshness of its content, as well as the quantity and quality of links to it.
Therefore a web page that has been well optimized and maintained will be seen to be credible by the search engines and achieve a higher ranking. This does not of course imply that it is trustworthy or that its content has been created by experts, with Wikipedia being a good example.
Perceived Credibility
Users will already have a preconception, or at least some sort of expectation, when they click the link to go to a web page. Within seconds of landing on it, they will take in the overall look, the density of advertising and scan for the content they want. If they do not like what they see, they are likely to hit the back button very quickly and probably never return to that site again.
On the other hand, if visitors go to a website that has been recommended, especially by a reputable source, they will endeavor to stick with it. If a website consistently meets users' expectations by providing content that is relevant to them, word will get around and the credibility of the site will continue to grow.
Impact on SEO and Marketing
With both search engines as well as internet users becoming so discerning, today's marketing personnel and SEO specialists do not have the easiest of tasks. There are many important factors to take into account and attention to detail is essential to make sure that they all work in harmony.
As well as normal page optimization and content techniques, it is paramount that online reputation management and social networking is addressed. Nothing spreads faster around Facebook or Twitter than a 'bad news' story and it will be remembered for far longer than a complimentary comment.
In Summary
Credibility or ranking? The question of which came first is akin to the 'chicken or the egg' debate. There really is no prescribed answer to the question. The whole debate does seem to go further towards proving that websites have to be designed for both search engines and users to achieve credibility, or the ultimate aim of every webmaster - perfection.
