In a new POV on iCrossing.com, I respond to a question from a client as to whether Visibility = Credibility on the web. The short answer is (drum roll please!) – sometimes, but not always. One of the primary goals of any search engine is to use credibility as a ranking factor to determine visibility (rankings) on the web. The hard part is that credibility is a subjective measure to a certain extent, so measuring credibility requires a nuanced approach to evaluating links, social media, and other signals as a proxy for true credibility.
The key takeaways of my POV are:
- Never believe everything you read on the internet, no matter how high it ranks and
- As a marketer, never sacrifice your credibility or integrity for short-term gains, as in the long-term search engines (and users) will always be looking to credibility as a ranking signal of you and your brand.