If you say it, some people may think it might be true, but if you
write it people are far more likely to think it’s true – this is how
newspapers work. The written word carries enhanced credibility, and by
writing rather than speaking, your own credibility is increased. Enter
the blogger and the huge numbers of new blogs being created every day –
suddenly it has become cool to blog (read: ‘write’) and now anyone can
set up a blog and start spouting whatever garbage comes to mind.
So I’ll just say it: I think the vast majority of blogs out there are just crap.
I have to wade through masses of them to find something worthwhile.
Occasionally, I find a real gem that makes the hunt worthwhile, but for
the most part I surf on by and never return.
As part of that reader habit, I’m sure I skim through a ton of blogs
which are in fact worthy. They just don’t grab me fast enough to stop
that automated impulse to go to the next site or hit the back browser.
A big part of my attitude is my automatic assessment of the credibility, or lack thereof, of the blog itself.
Building Your Blogging Credibility
As head of an online marketing company, if I catch Danny Sullivan,
Matt Cutts, Aaron Wall or a dozen others in the mix, it piques my
attention more than if I see “Joe Schmuck” with the latest SEO tactic
that makes him thousands of dollars each day. Partially, it’s also about
the subject matter, and what is being relayed over to me as the reader,
but it is largely the association of the blogger with the people being
quoted too.
If your intention is to become an authority figure on a topic, then
both your online and offline credibility are important. The issue is
what can you do to cultivate credibility and show yourself in a positive
light?
Credibility by Association
We’ve just touched on one thing you can do: become associated with
others in your subject arena. If Daniel Scocco was to grace my blog’s
presence with a guest post, or I was to grab a comment from Rand
Fishkin, then my credibility is enhanced simply by association. You
know Daniel, you read and visit his site, so seeing what he has to say
on my blog helps me a great deal in transferring the value in Daniel,
that you have in your mind, to my blog and ultimately to me.
An alternative is to interview someone for a blog post, even grab a
sound bite from them which can then be attributed. This is something
which is easier to do than actually getting a busy person to sit down
and write you three or four hundred words for a post. Just prepare some
questions and email them to them – you don’t even need to actually speak
to them to interview someone.
I don’t need to have an online celebrity post to my blog – someone
else will do, but make sure they produce the very best content for your
blog as you are able. Be editorial in the exercise of your judgment,
because if it is a great post, that’s fine, but if it simply
regurgitated pulp, that is going to hurt you too if you are publishing
it.
Translating Your Subject Matter Knowledge Into Reader Credibility
Your credibility is affected by how you approach the topic you are
looking to become an authority in. If your blog is on Mommy tips, your
credibility is not helped if you are a 48 year guy who has never had a
kid, unless you’re some sort of Dr, Spock character. I can’t write a
bunch on the movies if I don’t watch them, and I am not interested with
angst-ridden philosophy from spotty teenagers who think they know all
about life but haven’t left their hometown yet.
Your knowledge also needs to be current too, which will be reflected
in the blogging posts you make. The nature of the media beast is that
online users are living in the ‘now’, so the topicality of your blog
should reflect what is happening in your niche too.
And you have to be able to make an intelligent stab at expressing
what is happening too. It does no good to be light on factual support
and heavy on personal opinion, at least that is, until you have
established your credibility to begin with. In this respect, more
evidence to back yourself up on any stands you take is a good thing, and
you can’t have enough either.
Be Real
When people get into a blog, they are really buying into the person
behind it – what kind of character they are, where they are, how old,
what sex and what do they look and sound like. For this reason, include
your own bio and add photos of yourself too. Be personable and let your
readership and potential surfers like me know you are real and not some
made-up corporate persona that doesn’t exist in the real world.
Work on Credibility Off Blog as Well as On It
Finally, getting yourself referenced elsewhere will improve
credibility quickly too, especially if the reference is from another
recognized leader in the field. This is probably the ultimate in getting
endorsed, especially if someone like Rand Fishkin was to write about my
SEO blog or Matt Cutts referenced me in one of his videos on Google.
Scaling my expectations down a notch, simple getting referenced by
other bloggers who are in the same niche as me is good for my
credibility too. After all, if I say something, it isn’t as believable
as if you say it about me, and the same applies if I write something, it
is just going to be so much more credible if you write about me
instead.
I’ll just hope what you write is good stuff!
Karl Hindle is CEO of Andersen Internet Marketing LLC and you can find his personal blog at www.KarlHindleSEO.com