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trust-signals

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Use when applies especially to e-commerce checkouts, contact/lead forms, pricing pages, and YMYL (Your Money or Your Life) content. Use when auditing E-E-A-T or conversion optimization.

skills/trust-signals/SKILL.md

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# Show trust signals on key pages

Google's Quality Rater Guidelines explicitly evaluate trustworthiness as a core page quality signal; pages lacking visible trust evidence score lower in manual quality assessments that influence ranking systems.

## Quick Reference

- Display trust signals (reviews, certifications, security badges, client logos) near calls-to-action on key pages
- Trust signals are a core component of Google's E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
- For YMYL pages (health, finance, legal), trust signals are a critical quality signal in Google's Quality Rater Guidelines
- Fake or unverifiable trust badges actively harm credibility — only display genuine, verifiable credentials

## Check

On key conversion pages (checkout, contact, pricing, landing pages), check for: security/SSL badges near forms, third-party review platform ratings (Google, Trustpilot), industry certifications, client/partner logos, testimonials with names and photos, money-back guarantee language. Verify all badges are genuine (not just images).
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