Q: How do you get trust indicators? How do they show up on the google searches?
There are a few issues embedded here. First, what is a “trust indicator?” A trust indicator in terms of a marketing concept is something that implies you are trustworthy… Such as the fancy diplomas on a doctor’s wall (or an attorney’s wall), the fact that I went to Harvard, the restaurant reviews on Yelp, the line outside a restaurant, or even the high quality paper a restaurant menu is printed on. Trust indicators are mental shortcuts that buyers use to gain confidence, especially when buying an intangible.
Some trust indicators like reviews on Yelp, or BBB reviews, you can “earn” and you can “manipulate” these by soliciting, encouraging, begging, cajoling and otherwise motivating happy customers to post reviews. The tragedy online for many businesses is if they do nothing… the only reviews that they will get is from the angry, bitter customers.
So how do you get them? Ask. First and foremost, ask for reviews. Ask your happy customers. If you are a BBB client, set up your listing and massage it to look good. If you or your boss when to some fancy school, or earned some award, publicize that on your website.
Related to this – how do you get them to show? On your own website, just posting them is usually enough, like a link to the BBB website, etc. On Google searches you can use the Microdata / rich schema architecture to enable review stars. I have a tutorial on Microdata / Rich Schema you can review. It’s technical, but it points you and your webmaster to how to enable rich snippets / microdata.
Got a question? Click this link to email Jason or call 888-993-1122. Dr. Jason McDonald is founder and Senior SEO / Social Media Director of the JM Internet Group. He teaches the SEO training classes for the group, and therefore provides most of the SEO tips for this blog. His goal with this blog is to provide an easy 'one-stop shop' for the busy marketer looking for tips, tricks, and secrets on how to get to the top of Google and Bing for free using proven SEO tactics. When not dreaming up SEO tips, Dr. McDonald lives in the San Francisco Bay Area with his wife, two dogs, a cat, four iguanas and twelve children (just kidding). Really you read down to the bio on this guy? Enjoy the blog.
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