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name: trust-signals description: "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." metadata: category: seo priority: medium difficulty: intermediate estimatedTime: "10" source: frontendchecklist.io url: https://frontendchecklist.io/rules/seo/trust-signals

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).

Fix

Add appropriate trust signals to each key page: embed real review widgets from Google/Trustpilot, display relevant certifications with verifiable links, add named testimonials with photos, include security badges near form submission areas. Ensure all trust elements are current and accurate.

Explain

Explain how trust signals affect both user conversion rates and Google's quality assessments, what E-E-A-T means for content quality, and why YMYL pages face higher trust scrutiny from Google's Quality Rater Guidelines.

Code Review

Review metadata generation, rendered HTML, structured data, and response headers related to Show trust signals on key pages. Flag exact routes or templates where search-facing output violates the rule, and describe how to verify the final page output.

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For full implementation details, code examples, and framework-specific guidance, see references/rule.md.

Rule page: https://frontendchecklist.io/rules/seo/trust-signals