Trust signals for PR & Marketing — Scott Baradell // Idea Grove
- Part 1 Trust signals for PR & Marketing — Scott Baradell // Idea Grove
- Part 2Why 3rd Party Validation is 1st step to trust — Scott Baradell // Idea Grove
- Part 3What trust signals does Google look for? — Scott Baradell // Idea Grove
Show Notes
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02:29How marketers and PR can build trust signalsTrust signals refer to the things that enable trust to develop between people. Marketers and PR professionals can intentionally build trust with existing and potential customers for their brands when they start viewing trust through that prism of trust signals.
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04:11The importance of brand trust and third party validationWhen clients approach a PR firm to increase brand visibility, what they really want to build is brand trust that cannot be achieved through self-promotion alone. To achieve brand trust, third-party validation through media coverage is necessary.
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05:32Classifying trust signalsTrust signals are categorized into website, inbound, and SEO trust signals. Website trust signals include things like Better Business Bureau seals, customer and partner logos, research-based and engaging content, and easy navigation to form a connection between the website and user.
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07:22Inbound trust signalsInbound trust signals refer to evidence points outside of a website that lead customers back to it and influence their path to purchase. These signals include third-party validations like online reviews and articles and are essential in building trust and closing sales.
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10:55SEO trust signalsSEO trust signals are factors that Google uses to evaluate a website's credibility, such as backlinks, site speed, and domain age. When Google has increased trust in a website or brand, they increase its visibility, so these signals are important to manage and optimize.
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13:47Why third party validation and SEO trust signals are distinct factorsGoogle is the biggest arbiter of trust today and Google's algorithms play a crucial role in elevating trusted sources and curating what appears at the top of search results. As a result, businesses must be aware of the signals they are sending to Google.
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14:59Prioritizing trust signalsStart with a website that represents the brand well as it is the foundation for bringing in inbound trust signals. While it can be challenging for businesses to invest in their website, it is crucial in convincing clients and achieving a higher take rate on media pitches.
Quotes
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"Brand trust can really only be achieved or is best achieved through third-party validation." -Scott Baradell, CEO, Idea Grove
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"I've put trust signals into three main categories, website trust signals, inbound trust signals, and SEO trust signals." -Scott Baradell, CEO, Idea Grove
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"The term trust signals is about 25 years old. It was coined in the early days of eCommerce when people were just trying to figure out if they felt safe banking online, or providing their CC details online." -Scott Baradell, CEO, Idea Grove
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"Almost everything that people do on their path to purchase involves things that you don't control. They're looking for third parties to validate you rather than for you to say good things about yourself." -Scott Baradell, CEO, Idea Grove
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"You're going to say good things about yourself. It's the other people saying good things about you that has real influence and truly builds trust." -Scott Baradell, CEO, Idea Grove
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"In Edelmans last Trust Barometer survey of 30,000 people, they asked Americans, what is your most trusted or source of news, and they didn't say New York Times or Fox News, they said Google News." -Scott Baradell, CEO, Idea Grove
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"There's no point in getting search traffic to a crappy website." -Scott Baradell, CEO, Idea Grove
- Part 1 Trust signals for PR & Marketing — Scott Baradell // Idea Grove
- Part 2Why 3rd Party Validation is 1st step to trust — Scott Baradell // Idea Grove
- Part 3What trust signals does Google look for? — Scott Baradell // Idea Grove
Up Next:
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Part 1Trust signals for PR & Marketing — Scott Baradell // Idea Grove
Scott Baradell, CEO of Idea Grove, talks about how trust signals work and when to use them. When customers trust your brand, they are more likely to support it and make repeat purchases. And trust signals like a well-designed website with good navigation and endorsements from reputable sources send a signal to consumers that the brand is credible and trustworthy. Today, Scott discusses trust signals for PR and marketing.
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Part 2Why 3rd Party Validation is 1st step to trust — Scott Baradell // Idea Grove
Scott Baradell, CEO of Idea Grove, talks about how trust signals work and when to use them. Third-party validation provides credibility and assurance to consumers that a product or service is trustworthy and reliable. Without it, businesses risk losing potential customers who prioritize trust in their purchasing decisions. Today, Scott discusses why third-party validation is a critical step to trust.
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Part 3What trust signals does Google look for? — Scott Baradell // Idea Grove
Scott Baradell, CEO of Idea Grove, talks about how trust signals work and when to use them. Google has become the go-to source for determining the trustworthiness and reputation of a business or individual. With its powerful search algorithms and vast reach, a positive presence on Google can greatly enhance one's credibility and influence. Today, Scott discusses the trust signals that Google looks for.
Play Podcast
