Every day, I notice how our attention becomes more fragmented as new information platforms emerge.
With entrants like AI search and proprietary spaces on social networks, we’re bombarded by noise from every direction.
In this deluge of information, trust is slipping, even in previously reliable sources like search engines and social media.
In times of uncertainty, we revert to the most timeless source of trust: other people. To be visible, I must appear across multiple platforms, especially those led by people.
Search is a trust experience
Rachel Botsman, a trust expert, defines trust as “a confident relationship with the unknown.” It’s the element we rely on when facing uncertainty.
As humans, I search for information when uncertain, relying on three layers of trust: self-trust, platform trust, and source trust.
The entire search process hinges on trust, and the most effective support comes from other humans.
An example of my own search journey to find a trusted answer
Recently, I decided to buy new shoes. My search began with AI tools, where I conducted low-trust research using ChatGPT and Claude.
Seeking high trust in pricing and delivery, I turned to Amazon for reviews and pricing, then to Google for deeper insights from Reddit and YouTube.
Bombarded by low-trust social media ads, I finalised my decision with high-trust recommendations from friends and a local running shop.
Search journeys now span dozens of platforms and sources
Research by Yext found that 75% of consumers use more platforms now than a year ago, but only 10% trust the first result. Reflecting on my 65-source journey, most were people-led, matching a trend in professional decision-making.
The 2026 Edelman Trust Barometer reinforces that amidst rising uncertainty, people seek advice from those they trust most.
So how do you turn trust into visibility?
To influence someone’s search journey, I aim to appear on all information-searching platforms and in as many people-led sources as possible.
Start by earning mentions in people-led spaces and build genuine trust. This naturally leads to visibility on major platforms.
For instance, Adidas Terrex was visible at every touchpoint in my journey, reflecting its active engagement and trust-building with consumers.
Through events and community initiatives, Adidas fosters engagement, enhancing visibility through hashtags and social platform mentions.
Where to go to earn people’s trust
Building relationships lays the foundation for trust. I start by engaging in communities, events, social media, and forums where genuine conversations occur.
Select places with active, two-way communication where you can authentically connect and build a trustworthy presence.
How to engage in trust-building spaces
The priority is helping, not selling. I listen first to understand what people need, then engage meaningfully to build trust.
Start by listening, not talking
Before jumping in, I learn what ‘helpful’ means in the specific space and identify how I can support the community’s needs.
Engage to build trust
Building trust takes time and involves personalized interactions and consistent presence as a genuine individual, not as a brand representative.
Turn conversations into scalable trust
Using insights from personal interactions, I create scalable assets that support people’s aspirations, reinforcing trust on a larger scale.
For example, a guest-posting program for professionals looking to amplify their personal brand can be a powerful tool for fostering trust.
What does this actually look like in action?
In my journey from marketing to community building, I experienced firsthand how focusing on helping rather than selling leads to building trust and achieving visibility.
By listening and engaging with genuine support, an SEO SaaS partner grew visibility in our community, resulting in substantial business impact.
Building trust is a long-term visibility bet
Trust persists as a critical factor in information seeking. By embedding trust-building into my business strategies, I ensure lasting visibility across current and future platforms.
Remember, prioritizing trust preserves visibility beyond algorithms, creating enduring presence in an ever-evolving digital landscape.
Inspired by this post on Search Engine Land.
