We all know that icebergs only show a small fraction of themselves above the waves, most being concealed below. The unfortunate thing is that the same thing is true for websites that are not ‘trusted’ by Google.
This is not a total disaster, as some of the pages will appear in the listings (although may well be on page 6) thus some organic traffic will flow into the site and those pages below the ‘water line’. But the numbers are likely to be very low.
So how can you boost the ‘Trust’ level?
Well with Google its mainly about the number of back links to any domain.
I say ‘mainly’ as a website must also have good content, and in some markets, also be considered to be ‘trustworthy’ at a technical level (Your Money and Your Life e.g. medical and financial).
What you need to do is to build links that point to pages throughout the site and NOT just the home page. They have to be built in the right way, at the right speed, and using the correct type of linking (anchor) text too by the way.
And have pages full of good, relevant and useful content (each page ‘supporting’ each other so to speak in Google’s eyes).
You reach the point where Google Trusts the site and believes in the content too.
The increase in traffic can be enormous, as not only will the site be found for many of its ‘target’ keywords, but a whole host of ‘long tail searches’ as well.
As these are often made by people further down the ‘buying cycle’ the level of sales and inquiries can rise dramatically.
So there you have it, if you want a website to really succeed in gaining lots of Organic traffic, you need to have Great Content and enough backlinks .
Note. There are other considerations too, like using https, and having a site that is fast to load, does not suffer from things like ‘Culumatiave Layout Shift’, and above all offers a good user experience.
These matters are for another article though…