If PageRank truly indicated a website’s trustworthiness, do you really think Google would have ever made PageRank data public?

By continuing to reveal PageRank data Google has created the ultimate distraction that fools many search engine optimisers. If PageRank was a critical factor within Google’s ranking algorithm, rest assured it would have never been made public. SEOs who predominantly rely on the little green bar in Google toolbar are wasting their time, money and energy which could otherwise be used more constructively.

PageRank is not the only tool for distraction, another part of Google’s misinformation strategy is their spokesperson Matt Cutts. Matt is the head of Google’s Webspam team. Read that carefully, he is the head of “Webspam” team not “relevancy” team.

Why does Google announce their algorithm updates and SEO tips through their webspam department? Search engine optimisation is about getting the most relevant and useful websites ranking higher, why not get the head of Google “Relevancy” team for such?

Fact is, by default Google sees all search engine optimisers as spammers. Therefore, PageRank is there to distract spammers and Matt’s job is to compliment Google’s strategy. Matt Cutts chooses his words very carefully, infact he is so mindful of the words he uses that sometimes he reminds me of Frank Luntz (the fellow who helps the likes of George Bush and David Cameron with their elections). Bear in mind, I am a big fan of Matt Cutts, he is an excellent public speaker and clearly a very intelligent guy. However, I don’t buy into everything that comes out of his mouth because his job is to make Google money – not me and you.

If you want succeed, forget about what Matt Cutts tells you and forget about PageRank. Concentrate on trust signals because that’s what Google uses to determine relevancy. The Excel sheet below indicates the most critical factors that Google is should be using to determine a website’s real value for a specific niche/set of keywords.

I have been concentrating on the following factors and have had great success so far. Unfortunately, I was not able to create a detailed Excel sheet of all trust signals but am hoping that the following will help you understand some of the most critical factors.