Trust signals and E-E-A-T
Have you ever thought about how a visitor decides whether your website is trustworthy? Often, it only takes a few seconds. The same goes for Google, which constantly looks for trust signals – clear indicators that your content is credible and worth highlighting in search results.
A key concept here is E-E-A-T, which stands for Experience, Expertise, Authoritativeness, Trustworthiness. You can think of it as Google’s quality seal. To achieve good rankings, you need to demonstrate that you have experience, are an expert in your field, are recognized as an authority, and can be trusted. This is especially important in so-called YMYL topics (Your Money Your Life) such as health, finance, and law, where incorrect information can have serious consequences.
Let’s look at some of the most important trust signals and how you can start implementing them.
Clear contact information
A website without contact details can come across as anonymous or unreliable. Always show who you are and how visitors can reach you or your team.
This can include:
- A visible section with email, phone number, and address (contact information)
- An updated “About us” page that presents you or your company
- A current copyright date in the footer showing that the site is maintained
🔍 Consider:
Can a new visitor quickly understand who you are and how to contact you? If not, it’s time to make that clearer.
Display relevant badges and certifications
Badges and certificates act as external proof of your credibility. They strengthen both user and Google trust. Examples include:
✅ Review platforms like Trustpilot or Reco with verified reviews
✅ Industry associations that show you follow professional standards
✅ Quality and safety labels, such as eco-labels or ISO certifications
However, make sure to only use genuine and relevant certifications. If visitors sense that you’ve bought a badge without real substance, it can have the opposite effect.
🔍 Consider:
Are there any industry awards or certificates you could display to boost your brand’s credibility?
Collect media mentions
When others talk positively about you, it’s a strong signal for both Google and visitors. Articles in newspapers, industry blogs, or interviews serve as proof that you are a noteworthy player. Building a strong brand can have positive effects on search results.
A simple step is to search for your company name on Google and filter by “News.” If you find articles mentioning you, gather them on a dedicated page, such as “Press and Media.” Link to this page from your “About us” page so that both users and search engines can easily find it.
This isn’t about buying links, but about showing genuine interest from the outside world. Can you participate in interviews, provide expert commentary, or take part in industry events? All of these actions increase your visibility and authority in Google’s eyes.
Use expert authors
Another key trust signal is who stands behind the content. Google wants to see that the material is written or reviewed by people with the right knowledge and experience.
For topics involving health, finance, or law, this is especially crucial. An article about saving money carries more weight if written by an economist, and medical information becomes more credible if reviewed by a doctor.
Therefore, you should always:
✅ Name authors and include short biographies
✅ Clearly show their expertise, education, or experience
✅ Link to relevant sources or previous work to reinforce authority
If it’s not clear who is behind your website’s content, it’s time to add author profiles or expert reviews.
Practical steps you can take today
Building online trust doesn’t have to be complicated. Here are some concrete steps you can start with:
- Create a “Contact us” page with phone number, email, and address
- Add or update the copyright date in your footer
- Display relevant certificates or review badges on your homepage or footer
- Publish an “About us” page presenting your team’s background and expertise
- Create a press page collecting external mentions and links to articles about your company
- Work on getting backlinks from reputable websites
🔍 Consider:
Which of these steps can you start with today, and which ones will you plan for later?
In summary
Trust signals are a cornerstone of modern SEO. They show both visitors and Google that your website is professional, relevant, and reliable. Through clear contact details, genuine certifications, external mentions, and expert authors, you build long-term credibility.
The next step is to analyze your own website:
Which signals are missing, and which ones can you improve today?
The clearer you demonstrate your expertise and reliability, the greater your chances are of earning both Google’s trust and your visitors’ loyalty.