A trust signal is any element on a website that helps build visitor confidence and credibility — examples include customer reviews, security badges, industry certifications, clear contact information, and case studies demonstrating proven results.
Trust signals play a role in both conversion rate and, indirectly, SEO performance, since Google’s E-E-A-T framework specifically considers trustworthiness signals when evaluating overall content and site quality, particularly for YMYL topics.
Strategically placing genuine, credible trust signals near key decision points — such as pricing pages or checkout forms — can meaningfully reduce visitor hesitation and improve conversion rates.
We incorporate trust signals into On-Page SEO recommendations across client sites.