For today’s Google algorithm post I wanted to explain what I meant when I said “included information”. That’s not an official term you’ll see anywhere else. But it’s an umbrella term that applies to a set of information that every website should have.

And it’s one that I think is critical.

“Included information” is easy to explain… but it’s a bit harder to pull off. And I think the best way to explain it is to use an offline world example.

If you run a convenience store there are several things you have to have: a business license, a liquor license, a lottery license, tobacco license, etc. It’s not just enough to “have” those things, though. You have to display them for anyone in your store to see.

If you want to be a top website you have to have a privacy policy, terms of use, terms of sale, trademark notices, copyright notices, etc. Remember: to play with the big boys you have to have what the big boys have.

Surf a site like nasa.gov or some other top, highly-trusted site and look at all of “extra” information that they include on their site.

It wont’ all apply to your site. And you might not be able to pull it all off yourself. But what included information do those sites have that you’re lacking?

- Matt