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A Definitive List Of Trust Signals

One of our most common phrases when speaking to businesses who want to grow their online presence is that ‘no business exists within a vacuum’. As Google send its bots to crawl the tens of billions of web pages, that make up the billions of websites across the world wide web, it looks for connections. Those websites who have trusted connections, tend to be regarded as more authoritative and trustworthy, thus resulting in better rankings. 

This isn’t just for search engines though. Think about yourself when buying a product, investing in a service or getting information online. You want to make sure where you’re getting it from is a trusted business right? Well, how do we do that?…

Trust signals.

In this blog, I am going to take a deep dive into trust signals, exploring what they are, why they’re important and give you a definitive list of trust signals that you can use to take your website to the next step.

What Are Trust Signals?

Your website is your little plot of land on the internet. In order for people to visit your plot, they need to trust it.

Trust signals are a way of sharing with search engines and its users that you are a trustworthy business. Whether you do business via word of mouth, or by having a strong online presence, credibility and a relationship with your audiences are key to selling more and growing your business.

Over the years, trust signals have taken a more complex turn. With more and more updates taking the search world by storm, it’s crucial for businesses to keep on top of what trust signals search engines are deeming appropriate. Building a relationship with clients and customers online is a little harder than face to face, and with the world turning more and more digital, it is paramount that your website establishes trust and builds relationships with its visitors, in order to hopefully convert them into paying customers.

Trust signals take their shape in many forms and go beyond what was once a simple bade or logo sitting in the footer of your website (although these are super important too!)

type write reading 'review'

Why Are Trust Signals Important For Your Website?

Trust signals are crucial for a number of reasons.

One, for the search engines. The more trustworthy Google deems your site to be, the higher you are likely to rank in the SERPs.

Secondly, trust signals are important for your website’s vistors. As I’ve already briefly touched on, people are more likely to convert into paying customers if they trust you as a brand.

Trust signals are one of the many things that your website needs in order to convert customers.

If you want to please the search engines and your website visitors, follow this definitive list of trust signals as a checklist. Each trust signal may not be as relevant to your business and brand as another, but they are a really good place to start!

A Definitive List Of Trust Signals

Badges and logos – although trust signals have developed and evolved since they were once just badges and logos, it’s really important not to neglect them as an important trust signal for your website. Featuring badges and logos of your suppliers, clients or partners, preferably with links out to their websites is a double whammy when it comes to satisfying the search engine. Not only does displaying their logos show you have credible relations, but including links also improves your link profile, adding to the authority of your business.

Testimonials – to help people trust you, show them others that do! Displaying customer testimonials and reviews on your website is a really good way to build a trusting relationship with your website visitors.

Got some testimonials you would like to beef out? Why not produce some case studies. These are also a great trust signal, showcasing how you have worked with people just like your target audience!

About Us – To build a relationship and develop trust, people want to know who you are. An ‘About Us’ pagefosters a sense of familiarity with your website visitors and helps navigate them down the buyer journey (sometimes known as the sales funnel). Introducing your brand takes away the daunting ‘buying online’ feeling that many people get, building a sense of trust and nurturing a relationship with your customers.

You can view our About Us page here.

SSL – let’s talk technical for a moment. A huge trust signal to both search engines, and those users that are maybe a bit more tech savvy, is an SSL certificate (Secure Sockets Layer). An SSL is an internet security protocol that encrypts and secures data. 

My top tip for consumers: Look out for websites that start with https://. The ‘s’ here stands for secure. And the technology that powers that little ‘s’ is SSL!

My top tip for businesses: Get the ‘s’!

Content: Although it may not be a textbook trust signal, helpful, relevant and authoritative content could be the key to making both search engines and users trust your business. Thanks to the Helpful Content Update, Google heavily prioritises those websites that offer helpful and relevant content to their users, rewarding them with higher rankings.

For a user, if they find the correct information, that is useful to them, they trust you more, meaning they come back!

Developing Trust Signals With GrowTraffic

If you want to develop some trust signals for your website, you’re in the best place to start. Work through our handy list of trust signals as your checklist. If you need a hand or want to learn more about trust signals and what they mean for your business, call us!

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