Skip to main content

In the digital age, discerning the reliability of websites for marketing research is crucial. We’ve gathered insights from top industry professionals, including a Head of SEO and a CMO, to share their methods. From trusting established marketing resources to analyzing traffic and site reputation, explore the diverse strategies used by nine experts to ensure the accuracy of their information.

  • Trust Established Marketing Resources
  • Assess Authoritativeness and Site Quality
  • Apply a Simple Reliability Guide
  • Use Metrics for Credibility Assessment
  • Cross-Reference Multiple Sources
  • Check Information Recency
  • Verify Author Credentials and Updates
  • Scrutinize Domain Authority and Design
  • Analyze Traffic and Site Reputation

Trust Established Marketing Resources

Martin Woods is the Head of SEO for Indigoextra and explains how he finds the reliability of websites. “Getting accurate data on how to market a product or service is essential to win and convert visitors. When I’m researching marketing strategy, ‌I have a few go to sites I trust—Backlinko and Search Engine Journal being among my favorites. If I encounter a useful study on an unfamiliar site, I only give it credibility if it’s sufficiently large scale to be trustworthy. I also review organic traffic to the site, preferring sites that receive more traffic. Finally, I review who the study is sponsored by and dismiss studies where the sponsor has an obvious bias. My primary tool for marketing research is SEMrush, which provides competitor reports on SEO and backlinks. I consider it reliable, as it only compares the site I’m optimizing to the top 10 ranking sites for a given keyword. For any given topic, I’m able to analyze the pages that Google considers the best. This indicates their SEO and link-building strategy is solid but doesn’t give me any information on the validity of the data they present. By combining the above two approaches, I can create a niche-specific strategy that also takes into account best marketing practices.”

Assess Authoritativeness and Site Quality

Koray Tugberk, a business owner and founder describes another method of ensuring the reliability of websites. “Ensuring the reliability of websites for marketing research is vital. One method I employ involves scrutinizing the site’s authoritativeness, relevance, and credibility. I delve into the site’s reputation, check for reputable sources, and verify the accuracy of the information provided. Additionally, I assess the website’s design, functionality, and user experience, as these factors often reflect the site’s legitimacy. This holistic approach ensures I gather trustworthy insights for effective marketing strategies.”

Apply a Simple Reliability Guide

Kimberley McConnery is a link building manager expressing a third method for ensuring the reliability of websites. “When doing marketing research online, it’s essential to make sure the websites you visit are reliable. Here’s the simple guide we use on an everyday basis:

– Check the Source: Evaluate the type of information presented on the website. Is it based on research (primary source), summaries (secondary source), or personal opinions (tertiary source)? Primary sources are usually more trustworthy.

– Apply the CRAAP Test: Consider Currency, Relevance, Authority, Accuracy, and Purpose when assessing a website.

– Review the Website Design: Professional and user-friendly design often indicates a high-quality website. An organized layout, excessive advertising or pop-ups, and broken links may suggest a less credible site.

– Seek Transparency: Trustworthy websites typically provide clear ‘About Us’ and ‘Contact Us’ sections that offer insights into the organization or individual behind the site.

– Verify Information: Even if a website appears reliable, it’s wise to check the facts with reputable sources.

Remember that conducting accurate research is vital for your marketing endeavors. Always verify your sources to ensure the best results.”

Use Metrics for Credibility Assessment

Marc Bishop, who is a director, discusses the next method. “We utilize advanced digital tools and services like Moz’s Domain Authority or SimilarWeb to assess the reliability of websites we visit for marketing research. These tools provide metrics that reflect the website’s reputation and influence on the web, based on factors like backlinks, organic search traffic, and overall online presence. 

A high score on these metrics often indicates that a website is well-regarded and trusted by users and other sites in the industry, which makes it a more reliable source of information. Utilizing these tools allows us to quantitatively assess the credibility of online sources, supplementing our qualitative evaluations and ensuring a comprehensive approach to validating online information.”

Cross-Reference Multiple Sources

Andrew Le Jenkins is a business owner, developing a fifth method to ensure the reliability of websites. “One method I swear by to ensure the websites I use for marketing research are reliable is to check their credibility through cross-referencing. If I’m looking at data or trends, I don’t just take one website’s word for it. I’ll look at multiple sources, comparing and contrasting the information they provide. This not only helps confirm the reliability of the data but also gives a broader view of the topic at hand.

I also pay close attention to the domain authority and look for sites that are well-respected in their specific fields. For instance, if it’s digital marketing stats, I’d lean towards sources like HubSpot or Marketing Land. By sticking to recognized experts and cross-verifying facts, I minimize the risk of basing decisions on flawed information. It’s a bit more work, but it pays off by keeping us on solid ground.”

Check Information Recency

Matt Gehring, a CMO, has implemented another method. “One of the ways you can ensure the resources you utilize for marketing research are reliable is to check how recent the information is. Reliable websites often update their information with data frequently so that their readers have the most relevant and recent information available.

You can also check the revision history of each post so that you can see that the website’s team cares about delivering the most up-to-date data and metrics for their site visitors.”

Verify Author Credentials and Updates

Ihor Lavrenenko is a CEO, and describes a seventh method to ensure the reliability of websites. “I’m always trying to evaluate the source’s credibility by checking the author’s credentials and the organization’s reputation in the industry. I specifically look for authors who are recognized experts in their fields, and organizations known for their thorough and unbiased reporting. This ensures that the information I am using is accurate and dependable, which is crucial for making informed marketing decisions.

Another important step is to examine how current the information is on the website. In the fast-evolving field of marketing, outdated information can lead to ineffective or even harmful strategies. I prefer sources that are regularly updated with the latest data and trends, which helps me stay on top of industry changes and ensures my strategies remain relevant.

Lastly, I always cross-reference the information with other sources. This practice of verification helps avoid the pitfalls of misinformation that can occur even on generally trustworthy sites. In such a way, I can confidently base my decisions on solid and comprehensive evidence, ensuring the integrity of my marketing strategies.”

Scrutinize Domain Authority and Design

Daisy Cabral is another CEO and explains another important method. “Ensuring the reliability of the websites we visit for marketing research is crucial for making informed decisions. One lesser-known method we employ is scrutinizing the website’s domain authority and credibility through tools like Moz’s Domain Authority and SimilarWeb. These metrics provide insights into the website’s reputation, traffic, and backlink profile, helping us gauge its reliability.

We also pay close attention to the website’s design, user experience, and content quality. A professional-looking website with accurate information and up-to-date content signals credibility. We cross-reference information across multiple reputable sources as well, to verify its accuracy and validity in order to mitigate the risk of relying on misinformation and ensure that the marketing insights we gather are from reliable sources.”

Analyze Traffic and Site Reputation

Luca Castelli, a CMO, analyzes the last method of ensuring the reliability of websites. “Implementing analytical tools to evaluate the traffic and credibility of websites is another method I rely on. By analyzing user engagement and the reputation of these sites, we can gauge the validity of the content they offer. 

This is especially important for our app, as understanding evolving user needs and market dynamics through reliable sources directly influences our app’s development and marketing strategies.”


Special thanks to Featured for their continued help in the creation of this blog post. Click below for more strategies from the Nativa team regarding Online Marketing.

Leave a Reply