Chapter 7: SEO Trust Signals— For Google’s Eyes Only
In scholarly circles, academics have long relied on citations of their work by others in their field as trust signals. Having your research cited is...
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Book Excerpts (2)
Chapter 6: Inbound Trust Signals— Laying the Breadcrumb Path
(Following is Chapter 6 of Trust Signals: Brand Building in a Post-Truth World.)
In the Brothers Grimm fairy tale Hansel and Gretel, Medieval...
Chapter 5: Website Trust Signals— Making Visitors Feel at Home
(Following is Chapter 5 of Trust Signals: Brand Building in a Post-Truth World.)
Few things are more important to a brand’s reputation than its...
Chapter 4: Trust Seals—From Medieval Kings to Ecommerce
(Following is Chapter 4 of Trust Signals: Brand Building in a Post-Truth World.)
Signed, sealed, and delivered. Seal of approval.
Sealed their fate.
Chapter 3: The Eternal Power of Trust Signals
(Following is Chapter 3 of Trust Signals: Brand Building in a Post-Truth World.)
Since the construction of the Pharos of Alexandria, a three-...
Chapter 2: Living—and Branding—in a Post-Truth World
(Following is Chapter 2 of Trust Signals: Brand Building in a Post-Truth World.)
In 2016, Oxford Dictionaries named “post-truth” its Word of the...
Chapter 1: The Breakfast Meeting
(Following is Chapter 1 of Trust Signals: Brand Building in Post-Truth World.)
I hadn’t heard from my friend David in years. But when my former...
Introduction: The Dirty Little Secret About PR
(Following is the first of 18 excerpts we are republishing from Trust Signals: Brand Building in a Post-Truth World over the next several months. The...