Trust Signals

Definition

On-page and off-page cues that reassure users and search engines that a site and business are legitimate and safe.

Trust signals are the evidence a site presents that it is credible, secure and accountable, including transparent contact details, clear policies, secure connections, verifiable credentials, customer reviews and consistent identity across the web. They lower perceived risk for users and support the trust dimension of E-E-A-T that underpins Google's quality assessment. For commercial and YMYL sites in particular, weak trust signals depress both conversion and rankings.