3.2 Site-level trustLowInferred
Unverifiable reviews/testimonials
Reviews and testimonials that cannot be verified read as invented, which can hurt trust more than having none. Genuine, attributable social proof is what builds confidence.
What it is
Claims with no basis.
Why it matters
Weak or suspicious trust signals.
How to fix it
Use verifiable, genuine reviews.
How to find it on your site
- Review the testimonials and ratings on the site.
- Check whether they are attributable and verifiable.
- Use real, named, verifiable reviews, ideally via a third-party platform.
- Mark genuine reviews up with Review structured data, honestly.
Cross-reference to ranking and citation factors
Credible, verifiable reviews build trust; fabricated-looking ones erode it and risk policy issues. Authenticity is the point.
Impact
Low. Inferred.
Evidence
Genuine, verifiable trust signals. Google, Search Quality Rater Guidelines (PDF)